Promoting
books and authors to the news media can be fun, stimulating, and rewarding
especially when you give a platform to a voice that speaks out for those who
represent good over evil, who help others, who send positive messages, and
educate others on things they need to do or avoid. But what happens when you represent those who
acted unethically, if not criminally?
How do you talk yourself into marketing someone that you wouldn’t want
to be friends with?
The New York Times really had a front-page
story of its business section about Jordan Goodman, a best-selling author who
was also a respected personal finance journalist for Money Magazine. He now owes
the Securities Exchange Commission 2.7 million dollars. He used to be a client of the public
relations firm that I work for.
While
not admitting guilt, he is paying this huge sum of money and accepted a
lifetime ban from the securities industry.
He had made millions of dollars by steering investors to what turned out
to a Ponzi scheme. He blurred the lines
between being a journalist and author – and making money based on the advice
that he was giving.
Though
I didn’t personally work with him, I recall my colleagues promoting two of his
books over a period of several years. I
can’t help but wonder if our promotion of a man who’d later owe the SEC nearly
three million dollars helped contribute to elevate him to such a lofty
position.
To
be clear, there is a certain level of responsibility that should go along with
being a promoter. One should not promote
a book he knows to contain lies or promotes an illegal activity. One should stay clear away from representing
a person of ill repute and full of unethical motives.
But we should stand up for free speech and look to give all books access
to the media and consumers.
I
know I have an obligation to not harm others – or to contribute to the demise
of society by representing criminals, scum bags, and degenerates. But to what extent do I know if someone is
bad or doing something wrong? Do I need
to independently investigate a potential client to satisfy some arbitrary
standard that says they’re clean?
One
of the reasons I refuse to work for Corporate America to promote its widgets,
products, and drugs is because I don’t want to find out that I’m promoting
something that is unsafe or risks the health of others. I am in no position to know if some product
is clean. Sure, words can do harm to
others, but they are still words, mere ideas that people can think about,
research, debate and analyze. But to promote a wonder drug today could mean a life or death situation for
someone. I just can’t have that on my
conscience.
I
don’t want to be the moral police when it comes to promoting books. I believe
so strongly in free speech and books are free speech. But I also could not promote an author if it
meant passing along fake facts and using the publicity coverage to secure
customers for someone who may be cheating them. It’s something if I disagree with someone’s
opinion; it’s another if I’m promoting someone who is responsible for screwing
people over.
But
I realize I have little in place to help me filter my potential clients. I don’t run a criminal background check on
anyone. I don’t ask them to fill out a
form that asks if they were ever convicted of a crime. I don’t fact – check everything in their
books. I don’t ask for references nor do I demand they provide proof of
character. It’s all done on trust,
instinct, and observation. I use the
smell test. Does something make me feel
suspicious? Does something not sound
right?
Who
knows, maybe I’ve already promoted a killer, rapist, child molester, embezzler, or mugger. I would not know unless
someone tells this to me or I happen to get lucky on a cursory Google search of
the client. But if I did know of
wrongdoing, I would have to think long and hard before proceeding, if I chose
to move forward.
The
book publicity industry is unregulated.
Anyone
can promote a book. No license is
required. No special training is
needed. No prohibitions exist on who can
promote any book.
And no
regulations exist regarding what type of book can be published or promoted.
We should not be surprised to learn that some books have been promoted by
corrupt, shady figures. Some books have
been written by criminals and horrible people.
Some books tell lies, cover up truths, and purposely mislead people to
take an action that is not in the taker’s best interest.
The
book industry, potentially, could be participating in numerous crimes. Authors may be misrepresenting
themselves. Some books may contain
harmful lies. Some book promoters could
be unintentionally – or intentionally – promoting some real evil people and bad
ideas.
The Jordan Goodmans of the world will continue to get published and promoted simply because no mechanism exists to stop it from happening. But should the book and public relations industries rethink their roles in how they can prevent the publishing or promoting of criminal or unethical people?
The Jordan Goodmans of the world will continue to get published and promoted simply because no mechanism exists to stop it from happening. But should the book and public relations industries rethink their roles in how they can prevent the publishing or promoting of criminal or unethical people?
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Brian Feinblum’s insightful views, provocative
opinions, and interesting ideas expressed in this terrific blog are his alone
and not that of his employer or anyone else. You can – and should -- follow him
on Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels
much more important when discussed in the third-person. This is copyrighted by
BookMarketingBuzzBlog ©2019. Born and raised in Brooklyn, he now resides in
Westchester. His writings are often featured in The Writer and
IBPA’s Independent. This was named one of the best book
marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the
top book marketing blogs. Also named by WinningWriters.com as a "best
resource.” He recently hosted a panel on book publicity for Book Expo America.
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