Last week I went to a tech conference that was relatively swag heavy. There was a check-in gift at the hotel, a couple of T-shirts, a book, and a Fitbit. Not a bad haul. I kept nearly none of it (I held on to a laptop sticker from one of my favorite companies-thanks Mailchimp!). As we enter the holiday season, we are also entering one of the key swag seasons which is not as much of an issue for me now that I'm not running a professional blog. I still get the invites and the press releases but the tidal wave of gifts and requests for coverage has stemmed greatly.
I have a complicated relationship with swag. When I ran a blog that later became a part of AOL my rule was to not accept swag when I was an employee. In the course of my work I sent my freelancers around the world on press trips, to dinner at amazing restaurants, and more. I did not police swag, partly because as freelancers they deserved some perks (after all, I couldn't pay them much). Anything that companies offered me directly I turned into giveaways for my readers, after all, it was because of them I was being offered these things in the first place.
Even now, when writing is my side gig and I'm not employed by any one outlet, I still don't accept swag for the sake of swag. I'm not a purist, if you want to give me a bottle of great gin after an interview I will take it home and make some great martinis. I generally will turn down a free lunch but won't refuse a drink and small bites at a party or event. I went on a press trip once (a day in Santa Ynez wine country) and I did enjoy myself. I am a member of a blog network that offers giveaways and sponsored post opportunities (I haven't taken advantage of this). And I'm a big fan of Net Galley which offers e-galleys of books for review.
I've been teased about my complicated relationship with swag and my refusal to accept the bulk of what is offered. Most of the people I know (both those who are (or have been journalists) and those who haven't tend to see swag as pennies from heaven. I'm always a little amazed by by those who go swag-wild at parties/events. You've seen them, the people who beg for multiple gift bags, returning to the gift table multiple times.
On the PR side I also struggle with swag. Do I believe sending a reporter that I'm a fan a cookie basket will lead to better coverage? No. I believe that even those who don't have swag policies of their own or through their employer are still compelled to prioritize the story or their audience over what they receive for free. Is there value in treating a reporter to lunch or sending a little gift? I believe there is, we are all struggling to stay memorable in each other's eyes. Sometimes a small gift or a lunch or some other little touch can mean the difference between recognition and slipping completely off the reporter's radar.
I've been thinking about this for a decade, never really closer to an answer and the world keeps getting muddier as bloggers and journalists turn into brands of their own. Perhaps I'm old fashioned, my mother impressed upon me the idea that nothing is ever truly free. I don't see swag as evil or even unnecessary, often the only way to evaluate something is to experience it. I just think that every one who accepts a gift needs to be aware of potential strings attached.
(photo above from the time my late and much-missed cat got his own swag basket)