Lessons from a former Forbes journalist: From gifts that keep on giving to the ones we should never gift
By Andrea Gläsemann
Ho ho ho, my dear ones! It's that time again: Christmas is just around the corner, and I love it! Christmas markets, colorful lights, and that atmosphere where everything becomes a bit cozier—there's no more beautiful season for me (except for autumn). What must certainly not be missing are gifts. I don't even need them to be big or expensive. For me, creativity counts more. Has the other person thought about me and taken the time for a gift? That means much more to me than an expensive present such as a Prada bag or a Rolex.
While I love receiving gifts at any time in my personal life, it was a completely different story in my professional career when I was still a journalist. Potential interviewees, in particular, often tried to capture my attention with small gestures. “Nice try,” I would think to myself. I never accepted such things. Why? Because in my understanding as a journalist, it was not ethnically correct. However, making a blanket statement about this is not generally possible, so let's take a closer look at this topic today.
I'm Andrea, a former Forbes journalist, currently a Laika Space Dog, and I'm delighted to share with you a new episode of my column, Lessons from a Former Forbes Journalist. In this installment, we'll take a look at the relation between journalists and small tokens of appreciation. Enjoy!
Understanding the Presskodex
Have you ever heard of the Presskodex (the German Press Codex)? No? Well, it's time! Because journalists who understand the value of quality journalism and take pride in their work will be familiar with it in detail and apply it to their daily lives. From respecting human dignity to the presumption of innocence, from protecting victims to separating advertising and editorial content: concretely, these are the ethical standards of journalism. But what does this standard say about gifts? Well, a look at article 15 of article 15 of the Press Code of the German Press Council Press Code of the German Press Council reveals:
"...Accepting benefits of any kind that could potentially compromise the decision-making freedom of the publishing house and editorial team is incompatible with the reputation, independence, and mission of the press… journalists do not accept invitations or gifts whose value exceeds the customary social norms and the necessary scope within the professional activity. Accepting promotional items or other low-value items is unobjectionable."
A press trip, such as the one organized by the Thyssen-Krupp Group in March 2011, certainly falls into the category of gifts where the “value exceeds the customary social norms and the necessary scope within professional activity.” Journalists flew First Class to South Africa, stayed at the luxurious Singita Lebombo Lodge, and were transported to various events by helicopter. The fact that the Thyssen-Krupp press trip was funded was not disclosed in the subsequent articles. The report turned out all the more favorable: positive contributions about the thriving business in South Africa were published.
What about small gifts?
It might seem obvious that a press trip goes far beyond the handling of gifts mentioned in the press codex, you might say. But what about small gifts like a bottle of wine, the book that will be reviewed, or a box of chocolates for Christmas? For me, it always depended on the context: I once wrote an article about a consultant and inventor of well-known business models, and as part of that, I received his latest book, which I used for research purposes—completely legitimate. A few cookies or a bottle of wine for Christmas are also okay.
However, what was never okay for me was when people tried to pitch a story to me in the guise of a gift. No matter how big or small the gesture was, it went straight into the trash, because this seemed to compromise the decision-making freedom. But beware: what applied to me and our editorial team may not apply to others. It's worth noting that there are even "Grinches" among journalists who get annoyed by things like Christmas cards. It might be a good idea to know your recipient a bit better in advance to understand their preferences and avoid stepping into any pitfalls.
A short gifting checklist
Could your present potentially compromise the decision-making freedom of the publishing house? Then it’s a NO ✖️
Does the present include an invitation or gift whose value exceeds the customary social norms and the necessary scope within the professional activity such as an expensive travel trip? Then it’s a NO ✖️
Is it a promotional item for research purposes? Then it’s a YES ✔️
Is it a low-value item for special occasions such as Christmas? Then it’s a YES ✔️
Is it a low-value item during a pitch or conversation for a potential interview? Then it’s a NO ✖️
So, in this festive episode of Lessons from a Former Forbes Journalist, I shared insights into the relationship between journalists and small tokens of appreciation. My personal experiences and those ethical guidelines outlined in the German Press Codex should provide a good compass in the world of gifting journalists. And if all else fails, the little checklist above will help you quickly decide when gifts are appropriate and when it's better to treat yourself. Otherwise, all that's left for me to say here is: have a wonderful Christmas with lots of great gifts and, most importantly, a fantastic time with your loved ones!🎄✨