I’m sharing this article with a mix of fear and fury. Fear, because my livelihood in the media industry hinges on the very entities I find myself increasingly at odds with. Fury, because the disregard for fair compensation in the creator economy is not just a personal grievance; it’s a matter of principle. For self-preservation I should remain silent, yet how can I continue to champion feminism and the power of women’s voices on my radio show and podcast each week, and then remain silent on an issue that undermines these very values? Damn, I really hate my moral compass some days. Because this one, my friends, this one could hurt.
That being said, it’s time we have an open conversation about the creator economy – a realm where creativity meets commerce, yet often, the scales are tipped unfairly. How do we reconcile the industry’s vocal support for diversity, equity, and inclusion with its persistent reluctance to pay creators fairly? Spoiler: there’s nothing equitable about asking for free labour.
Camel Meet the Straw
The tipping point for me came in the form of an email from a PR firm representing a national grocery store brand. The PR request was simple: collaborate by promoting their message, with the lure of an interview with a well-known influencer. Yet, when I inquired about compensation for my work, the familiar tune played again: sorry, no budget, but we can send you some free samples. Amidst record grocery store profits since the pandemic, the idea that they’d be without a budget for media coverage would be hilarious if it wasn’t so insulting.
Let’s consider the dynamics at play here:
- The influencer in this collaboration is being paid.
- The individual sending me this email is being paid.
- The PR agency is being paid.
- The brand, a giant in the grocery industry, is most definitely profiting.
But somehow, they come to me because of my substantial, influential audience that I’ve spent many years building, asking me to advertise for them in return for some free samples? Why should I offer my audience’s attention, a prized asset, in exchange for mere samples? Why should I plan an interview with an influencer, research the issue, develop a segment, record the segment, and edit the segment for FREE? Make it make sense.
This zero-pay pitch wasn’t just a one-off, either; it’s an exhausting daily occurrence for thousands of creators in Canada. It’s a constant stark reminder of how we are undervalued, despite the obviously essential role we play in the marketing ecosystem. You wouldn’t keep coming to us for exposure if you didn’t see the value of that exposure. And yet, here we are.
Another pitch I received recently dangled the proverbial carrot of “possible future paid opportunities”, an empty promise I’ve heard far too often in my 16 years in this field. I’ll jump to the end for you; the carrot never materializes. The temptation to respond with snark is strong. “Hmmm. How about this? You pay me for this spot and my labour, and I’ll consider giving you a free spot should the opportunity arise.”
Snark, while incredibly satisfying for a brief moment, is unfortunately never the answer. Conversation is.
My Jerry Maguire Moment
In sharing my opinion, I’m acutely aware that I might be about to have a Jerry Maguire manifesto moment, but here we go. No guts, no glory.
On one hand, I anticipate nods of agreement and robust (but private) applause from fellow creators who share my frustrations. I mean, we’ve been discussing this issue for years. On the other, I’m bracing myself for the potential cold shoulder from the industry. The risk of being labeled ‘difficult’ and subsequently shut out from future opportunities is real. In this industry, speaking out about unfair practices can lead to being quietly dropped from communication lists, your name whispered in cautionary tones from one account person to another. The quality of your work becomes secondary to the audacity of your demand for fair compensation.
The quality of your work becomes secondary to the audacity of your demand for fair compensation.
This situation underscores a significant power imbalance in the creator economy. Brands and PR agencies hold the reins, often dictating terms that leave creators in a vulnerable position. Play nicely, or risk not being considered for potential paid opportunities in the future.
The expectation of free labour, especially without an established relationship, is as absurd as asking for a front row concert ticket to see Taylor for free, promising to maybe consider paying to see her another time. Get out of here, you can’t ask for a free meal by saying you’ll possibly consider paying for a meal at some vague time in the future. What happened to fair exchange?
I hope that by raising this issue, I’m not just ranting into an echo chamber but starting a meaningful dialogue. A dialogue where creators are invited to collaborate on solutions, rather than being subjected to the same tired, exploitative practices. It’s time for a shift in how we value creative work, recognizing it as a professional service deserving of fair compensation.
Navigating the Nuances
Before we go deeper, let’s address the “not all PR” reflex some may be having. It’s true, not all PR agencies or brands undervalue creators. I have the privilege of working with some incredible people in the industry who understand the importance of fair compensation. These are the relationships I cherish and promote, long after our formal agreements have ended. They understand that building a genuine relationship is far more effective than a “spray and pray” approach to see what sticks. And yes, there are creators out there who are being paid, sometimes handsomely, for their work.
However, if you’re in PR and find yourself getting defensive about this discussion, I’d encourage you to reflect for a moment. Would you volunteer to do your job without pay? It’s unlikely. I understand that I might not be the right fit for every brand or campaign. That’s perfectly fine. But the issue arises when my brand and style suddenly become incompatible the moment I ask for fair compensation. To approach a creator in 2024 with a request for free labour is not just outdated; it’s downright disrespectful. Haven’t we evolved from this mindset?
PR agencies are often seen as the vanguard of cultural trends and attitudes. Yet, on this crucial issue of fair compensation and respect for creators’ work, there’s a glaring disconnect. Being at the forefront of culture means being attuned to the changing dynamics of the industry, including how creators are valued and compensated.
S-P-E-L-L-I-N-G I-T O-U-T
At the heart of modern storytelling and content creation are independent contractors, many of whom are women. This isn’t a trivial detail; it’s central to understanding the landscape. The pervasive undervaluation of creators, especially women, isn’t just an oversight—it’s a reflection of deep societal biases. The assumption that women are pursuing these passions as cute little hobbies, subsidized by someone else’s income, is patronizing and offensive. This work isn’t a pastime; it’s a profession, driven by skill, dedication, a wealth of experience, and in my case, a personal mission to advocate for issues of importance, and amplify the voices who are making positive change in the world.
The reliance of PR on creators isn’t arbitrary. Research consistently shows that creators hold the trust, influence, and attention of their communities in ways traditional channels can’t replicate. This trust is what we’re compensated for—it’s the cornerstone of our value proposition. You’ve seen sales skyrocket when trusted creators/influencers post about a product, right? That’s undeniable ROI, something that’s often difficult to quantify when businesses invest in social media.
Is our work undervalued because you’re innocently unaware of what goes into it? Ok, let me help explain:
‘What She Said’ airs in Canada’s three largest metropolitan markets and is available globally via podcast. Over four years, I’ve conducted over 1,000 interviews, building a substantial audience across broadcast, digital, and social platforms. This audience isn’t just a number; it’s a community I’ve cultivated with intention and effort. This doesn’t even scratch the surface of my experience and reach. I’ve spent over 16 years in this industry, building a reputation, audience, expertise, and trust.
Operating my show isn’t a hobby; it’s my full-time job with overhead comparable to any other media outlet. From the costs of airing the show on radio to web hosting, equipment, insurance, and content distribution—every aspect incurs financial commitment. For every 10-minute interview, a minimum of three hours of work is invested in guest outreach, research, question crafting, recording, editing, and content creation for various platforms. We’re already at 3 hours of labour plus overhead, are you still with me here?
This workload is representative of the industry at large, where content creators, influencers, and new media personalities invest significant time and resources into their craft, only to be devalued. The trope of the ‘stay-at-home mommy blogger’ looking for pocket money is outdated and reductive. It fails to recognize the professional and entrepreneurial spirit driving the creator economy.
Is Earned Media Dead?
Today’s media environment is in a state of flux. In just the last few weeks, we’ve seen legacy media like Sports Illustrated, The Los Angeles Times, and The Washington Post shut down or be hollowed out. Digital media giants aren’t immune either, with Buzzfeed and Vox meeting similar fates. The Canadian media landscape is doing no better.
The reality is that with legacy media’s demise there are few places that earned media fits anymore. In this rapidly evolving environment, the treatment of independent creators as if they are salaried employees of larger entities is anachronistic. When PR pitches ‘earned media’ to content creators, they’re essentially asking us to bankroll their profits with our resources. That’s not collaboration; that’s exploitation. Expecting us to invest our hard-earned dollars into amplifying a brand’s message for free? That’s some 1% shit right there if I’ve ever seen it.
Reading the Room
I’m really not calling out the PR agencies here. It’s a ‘calling in’, with a request to read the room in our shifting media landscape. I’m voicing concerns that many of us share, driven by a collective sense of frustration and the need for change. Don’t shoot the messenger, ok?
Obviously, it’s up to each creator to decide which pitches are a good fit with appropriate compensation. A large part of the work I do includes pro bono projects and advocacy for issues I feel are important to my audience. This is very specifically about for-profit (especially highly profitable) companies having the audacity to ask for free labour that directly boosts their bottom lines. Justifying your request for free labour by saying, “Everyone has a choice to say no!”, simply reinforces how little you respect the people doing the work.
I can tell you with confidence that my creator colleagues and I are eager to have conversations with brands and agencies to work towards fairer practices. When would you like to chat? But before we do, here’s one question you need to answer:
Why should anyone work for free?
And don’t say exposure…..please, just don’t.