Email to editor: Run this press release and we’ll pay you $100 for every referral

File this under lousy media relations.

It’s the sound of a collective forehead slap—the result of this email from a skincare company to a newspaper editor in Virginia.

The gist of the email: Run this press release, and we’ll pay the newspaper $100 for every person who sees the story and signs up for our treatment.

The editor shared the email with Romenesko blog:

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