"I have in the past hired people to astroturf, but always temporarily. If you leave the same people in for too long, they get too obvious and it's easy to get someone to do it for like a week."Calley also refused to name her clients - "it would kind of defeat the purpose, if everyone knew it was fake". Ain't that the truth. Update: As if on cue, it emerges today that a PR firm has been astroturfing the user review section of Apple's iPhone store. Pretty sophisticated pricing model - they actually charge per successful app download. Expect a hailstorm of ethics to erupt around this one - but it's practically impossible to police. Unless, like Reverb, you set your strategy out in a document.
The SABRE Awards is the world's largest PR awards program, running across six continents. 2016 details now available.