Word-of-Mouth Marketing or Stealth Marketing?

It is becoming increasingly difficult for the public to distinguish between word-of-mouth marketing and the deceptive communication attempts known as stealth marketing. Public relation professionals are able to draw clear distinctions between the two areas. Therefore, as an ethical standard, it’s the professional’s job to be transparent about their communication practices and to not deceive consumers.

We see examples of companies tarnishing PR through their shady tactics all too often today. One case study entails "Target Rounders" who were told to keep their employment by Target Brands, Inc. “a secret” while promoting the Target brand on Facebook. Another includes Wal-Mart brand zealots who decided to blog about their adventures “Wal-Marting Across America”, yet failed to disclose that they were, in reality, hired by Wal-Mart’s PR firm. And Proctor & Gamble’s buzz marketing division, known as Tremor , who assembled more than 250,000 teens to “push products on friends and family.” These are all cases of stealth marketing.

In order for PR firms to distinguish themselves from those participating in stealth marketing there is the Word of Mouth Marketing Association (WOMMA). According to an article from PRWeek, major PR firms are among the biggest backer of WOMMA and its attempts to codify ethical standards. The article further says that firms need to steer clients in a healthy direction. WOMMA’s mission is to promote and improve word of mouth marketing. They state, “We stand against shrill and undercover marketing, whereby people are paid to make recommendations without disclosing their relationship to the marketer.”

Word-of-mouth is important in an era where people tune out marketing. Word of mouth communication from credible sources leads to beneficial and trusted relationships.


Mary Hughitt
JOUR 3279
Blog Assignment