Astroturf looks good from afar and doesn't get muddy. But its just not organic, and has no soul.

I agree that it's much better to encourage real customers to come forward and comment. Usually, people just need to be made aware of the opportunity, and they're happy to oblige.

Otherwise, a few unhappy people who get their votes in early and often, can bias the results and make it look like the vast majority of customers hate your products.

Beware any appearance of an inducement to submit a review, such as prizes or discount coupons for people who can prove they've submitted an online review about your company.

If people feel positive about your company and its products, they don't need an inducement.

This is not unlike all of those online polls that are clearly rigged. The vote early, vote often saying applies, and organizations with vested interests mobilize their supporteres to do the same.

So on this, I'd say it's the same thing. It's kind of stupid, but if people actually buy products based on online endorsements, there is incentive for the sellers to stack the deck.

I think that young PR person is wasting her time, though. Her postings aren't going to make her clients one dime, and they won't make her agency one more dime from the client. And if I had an account person do something like this to impress me, I'd ask the agency to give me another account rep who can write good press releases and get me placements.

First thought - not ethical.

However, if done well, it could be acceptable (but not ideal). I can imagine PR people posting about little know features, extra services and such. The comments would be more on information and less on emotion.

Is she using a fake name and email address as well? If not, this isn't simply unethical. It's stupid too.

Does she think people won't make the link when she starts pitching, instead of just pimping, the product?

Of course the fake name is totally unethical but it at least acknowledges some criminal smarts, instead of implying that the flack is a good candidate for the Darwin Award.

There's nothing wrong with PR folks leaving comments on blogs and review sites in response to legitimate questions from the community. But you have to identify yourself and your interests.

We don't use a quote until the attributed person approves it or edits it, making it theirs. And then, it's in a document clearly identified as coming from the company. I see that as very different from posing as a genuine, non-affiliated customer and making up an experience. I don't deny that this happens, but do agree with others here that it is shady work.

To Jackie's point, it's a bit hacky and transparent.

And we all know how well netizens respond to such sock puppetry.

Wow, I've never even considered doing such a thing on behalf of clients.

Her time - and the time of anyone else who does this kind of work - would be better spent posting news about promotions and new products. Will offering a glowing review of a crappy product on behalf of a client help them sell more, or upset more of those who fell for it and bought a lemon widget?

Where has our sense and sensibility gone?

Your argument that making up a quote in a press release is somehow different than this is total nonsense. The public doesn't know that the quote is made up--even if it's attributed to a real person. How is that any different than writing a positive comment for a client on a Web site?

So it's done all the time. So is armed robbery, but that doesn't make it right. It's unethical....period. And it's nowhere near the same as "making up a quote in a press release," unless you also think it's perfectly OK to make up a quote and attribute it to someone who has no opportunity to review it and make it their own, or just make up a name and stick it in.

No, I wouldn't do it. Purpose of those review sites is to get genuine customer feedback. You're not a genuine customer.

As a PR person, coach your customer on how to appropriately ask for real reviews from existing clients. Don't write bogus reviews.

BTW: Belkin and Carbonite got outed for mass manipulation of reviews in January and pilloried for it. Do a google news search and you'll find it.

It's considered unethical by PRSA. I've even cautioned family members with the same last name from doing too much web commenting related to the products/companies I represent, lest anybody think I put them up to it.

If a PR/Marketing person is doing a good job, they won't have to write comments because REAL customers will already be doing so.

Oh come on. This is done ALL the time!!!!! It IS naive to think this isn't done. Is it unethical? Depends on what kind of PollyAnna view you have of the world. Commenting on Web sites for your client, and not disclosing it, is no different than making up a quote in a press release. Get off your high horse.

No, no it's not. Usually you can tell from the way the comment is written if it has been posted by a PR or marketing person, though. The comment may be a bit too glowing, use of the word LOVE, and many exclamation points!!!
Of course, as a consumer I think even less of the company being spoken about.