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Some Notes on Schwag
Schwag. It’s the dressed-up version of swag, which in turn is the acronym for Stuff We All Get. Some say it’s only wares with big logos on them, I say nah, that’s chotchkes. In my book, it’s any little gift that ends up in your inbox.
Schwag is a common term among celebrities, and at trade shows, and for many journalists, who tend to receive a lot of schwag as a rule.
It’s a benefit of the job, but it’s part of the writing process, too. Depending on the type of article being created, free stuff is thrown our way to facilitate a complete piece of work, in most cases. Tickets to a show ensure a review written from great seats, for example.
A wide array of items can land on our desks. I’ve received countless books, tickets to shows and museums, techie-products for review, lines of food, toys, drink mixes, CDs, movies, and more t-shirts than a lifetime of gym visits and stuffing drafty doors could use up.
Most journalists will affirm that when a company requests a review of a product, sending the product to us is customary, and it’s actually not technically ‘schwag,’ as much as it is necessary information.
Sometimes, we request the product, for either review or mention in a standard article . Most firms are more than happy to provide a sample product or a press pass/free admission to an event in exchange for press, and this is an accepted, valid process. The exception (for most) is high-end or very, very large items.
On the other side of the coin, writers will often receive schwag in return for an article on or mention of an item or the company that offers it. This is also usually fine. However, with free stuff coming at us so often, it’s important to treat schwag with respect, despite its goofy moniker.
A few Dos and Don’ts of Schwag Management:
• Impose a monetary limit on gifts received after publication, if your employers haven’t done so already. ABC News, for instance, asks its reporters, including Barbara Walters, to cap schwag at a few hundred dollars. In addition, items that aren’t necessary to the article should be (politely) refused if they’re offered before publication, because they can be construed as a bribe. It’s a fine line... trust your instincts.
Don’t expect schwag unless, again, it’s necessary to the story. Don’t request a book you just want to read, or the entire line of hair products if you’re only going to write about the shampoo.
• Don’t turn schwag into schwas -- Stuff We all Sell. Getting a freebie from an article subject is both a professional courtesy and a sign of goodwill, and selling it gives you a monetary benefit that wasn’t part of the deal.
There are some outlets out there who spread the wealth, and that is a great practice that extends that goodwill from the company to the publication and on to the reader. Advocate newspapers in New England, for instance, publishes a weekly ‘Schwag Alert,’ to which readers can respond by e-mail and, if chosen at random, take advantage of some free tickets or gift certificates.
