I was approached by Healthcare World Magazine (HWM) to provide information for an editorial on my company, and some of the products we were highlighting at a huge trade show that had just passed. The representative at HWM promised that they would write the whole thing, gather the information, and take it to print with minimal work on my part, and at no cost to my company. This sounded great to me as our company is very limited on marketing dollars. The only catch was, I had to provide HWM with contacts to partners and vendors we use so they can approach them to buy advertising space around our editorial. I reluctantly did so, as I assumed my contacts (high level executives in most cases) would be approached with care and in a professional manner.
At the same time HWM was approaching my contacts, I was gathering information from the executive team on my end, who are also very busy. I started getting calls and emails from my contacts concerned that this stranger was calling them saying they worked with my company, and tried soliciting sales for ad space very aggressively, even saying they knew me personally. I coached HWM's team on how to approach a contact I provided, but it was too late. They already burned through all the names I gave them and I wasn't about to give them any more.
When all was said and done, I was embarrased in front of my executive team and my professional network that I would consider such a venture, and I have nothing to show for the "free" editorial. If approached by HWM, please use caution before providing any of your network's information.
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