SXSW in Austin is one of the largest conferences of the year for musicians, filmmakers and techies. Also known as part of the SXSW Interactive Conference--formerly geared to tech geeks and internet junkies--is now a big mainstream production, with sponsors as Miller Lite, Chevrolet and PepsiCo. But the dirty little secret of SXSW is that a lot of buzz that has transformed the Conference of the monster that is today was paid for and delivered by sponsors who come to the event once it has become a behemoth of mid-sized Texas.
Attending SXSW is expensive. And this is where brands come in--have the cash and want to cover whatever it is, they are doing. After all, if it is not the blog, Facebooked or tweeted, so not success.
Professional, and ethical considerations that come into play legal when there is an exchange of money and even buzz could damage the credibility of some bloggers who want to be taken seriously. And then there's the issue of disclosure.

This year, Chevrolet is sending online video reporter Shira Lazar hosts official for all contents of the Chevrolet SXSW during 10 days of the event. Airfare and hotel accommodations--and some of the rooms can run as high as $ 500 a night. Also on the payroll of Chevy: Veronica Belmont, co-host of "revision 3 tekzilla" and part of the roster of "cruze-arati" automotive blogger-signatories. She'll be blogging, tweeting its 1.5 million followers and upload videos of his experiences at the festival as well as in the "chat with other participants and perhaps even hosting webchat in Lounge Volt," said Chevrolet.
Chevrolet spokesman Matt Dickman said content creators are invited to "capture the spirit of the event". They are required to talk about cars like the Chevy Cruze? "We are not asking them to talk about Chevy, unless it makes sense with what they are doing--how to interview a celebrity, and they have gone to an event on a Chevrolet Cruze--and even then, the brand is in the background, but allowing that experience," said Mr. Dickman. "Last year, for example, we covered the best tattoos, coolest dogs and shoes best for SXSW, and access to celebrities and entertainment." In addition to MS. Lazar and MS. Belmont, Steven Smith and Micah Jesse are sponsored by Chevrolet to cover the music and film.
PespiCo sent e-mails to journalists, offering to cover travel and lodging while in Austin (in accordance with the guidelines can follow your socket) to help you and your readers access to the digital Insider event. " The invitation also stated that the company offers a "behind the scenes look at the trend-setting digital and a front row seat for PepsiCo and activations of its trademarks and advertisements."
The letter is also offered to set up interviews with company executives by the Conference. PepsiCo has refused to say how many emails were sent and how many journalists have accepted the invitation. A spokesman added that send content creators of SXSW was a vital part of PepsiCo plans, but that is customary in PR to reach the media and provide story ideas, set up interviews and to facilitate printing.
People who take a free trip should stay on the right side of not only companies who spend tens of thousands of dollars to get them there, but also the law.
Linda Goldstein is the head of advertising, marketing and media division of Manatt, Phelps & Phillips. Said that the law requires disclosure of sponsorship from reporters. "If I were to write only about the event, no revelation would be necessary," said ms. Goldstein. "But if I were to say something about PepsiCo or something that PepsiCo did at the event, that would be considered a material connection and would trigger the obligation of disclosure".
A case that involves Ann Taylor Loft blogger and spurned the Federal Trade Commission to issue a series of guidelines for disclosure by bloggers in 2009.

MS. Goldstein considers that, in General, the public knows that journalists and bloggers are sent to events by sponsors and advertisers and does not believe the public has concerns about it.
MS. Belmont is revealing its connection to "ploughed the Chevy Cruze-" with logos prominently on their website. If this type of sponsorship interest coverage is for the discussion, but with the current state of the business media, is par for the course.
Last week, Dan Frommer of Business Insider was in Barcelona that cover the Mobile World Congress. His trip to Spain was paid by Samsung, a major player in the mobile industry. Mr. Frommer posted a disclaimer, tell readers the sponsorship and writing, "so we're feeling pretty warm and fuzzy about Samsung now! That said, we will continue to fight for fairness and accuracy, and we don't think that our coverage of Mobile World Congress will be different as a result. "
CEO and Editor Henry Blodget of Business Insider said that he and his staff editorial assessing sponsored travel opportunities on a case by case basis, depending on the type of content that they think that they can get out of the event. "If we accept that assistance sponsors help us produce the coverage that our readers love, you feel," said Mr. Blodget. "If we think that will just shit or fluff, we don't".
Samsung is a major sponsor of SXSW. Samsung said that it was paying on anyone to Texas, but his is sponsoring a room of blogging.
Tracey Ryniec is the strategist of Stock value for Zacks.com. She is also the Editor in charge of service market-beating Zacks value Trader. You can follow her at twitter.com/traceyryniec.
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