EXPOSURE AS PAYMENT

I think we’ve all run into this, if we haven’t we will, when an outlet or a client says, “we don’t have a budget for work, but it’ll be great exposure for you.” No, no, no. Can I pay for my groceries with exposure? Does my landlord accept exposure as rent?

I try hard to dissuade creatives from handing over work for free. It devalues all creative work, as editors and producers begin to expect it for free. We need to do the opposite, each time we pitch, make a point of asking for more than is offered, pushing the overall value of our work up, not down.

If work is offered for free we’ll never make a sale to that particular editor or producer, as we’ve started the relationship at zero. We’ve said “this is ok,” and it’ll be very hard to push for money in the future. It’s also a little disrespectful. It says, “I don’t recognize your work as valuable.” Plus, the outlet who’re angling for free work, are certainly profiting from your work themselves.

Budgets are tight. They always have been, and they always will be. That’s part of the definition. But what I like to see, even if an outlet can’t offer much, is some sort of financial offering as a show of respect. Perhaps you could also offer a payment plan for them, a total amount, split over some months.

The argument that “exposure” is beneficial is moot. If an outlet doesn’t have money to pay for your work, they won’t be large enough for exposure with them to matter. Their name on your resume won’t mean anything. If they are large enough that their name will have impact, they’ll have the dollars to pay you.

Are there times when it’s appropriate to give work for free? Occasionally. Perhaps as a donation to a cause. Maybe you’ve already sold the work, and found a nice income through profit based media outlets, but perhaps the subject is personal to you, and you’d love to see the work make more impact. You could also donate publishing rights to a charity or non-profit whom you think the work might help.