However, when being handed over a prototype of a significant piece
of equipment and the first batch of results are quite surprise
negatively, I'd call up the manufacture and consult with them
before publishing a rather negative result. It's a courtesy that
any professional person would do.
Well, speaking as someone who's designed the review guidelines for
more than one major national publication and worked with hundreds
of publications from the manufacturer side, I'll tell you that
there's great debate about the wisdom of what you suggest. Indeed,
there was an article that addressed this issue with Consumer
Report's relationship with car manufacturers in this morning's USA
Today.
One school of thought (the old Stereophile methodology) says that
you don't discuss anything about a product with a manufacturer
until you've thoroughly assessed it and have written (and "locked")
your opinion. Any interactionn prior to review "taints" all later
objectivity (the point of the USA Today article).
Another common practice is to become the manufacturer's friend:
actively work with the manufacturer prior to release of a product
to "make it better". The usual rationale behind this is that "we're
just helping make the product better for the ultimate consumer,"
but its very easy for this to be a cover for "we want to establish
a closer relationship with the manufacturer so that they reward us
with " (which could be scoops, more advertising, cross
promotion, and much much more).
Then there's the issue of disclosure of any relationship. For the
ultimate reader to understand what potential bias, if any, is in
your writing/promotion/review, you need to disclose what it is you
may or may not have done. For example, since I helped Fujifilm with
some of the materials that ship with their S2 Pro, I disclose that
in my review. In the case of a closer relationship (and yes, I have
a design consultancy with a manufacturer that's not Nikon,
Fujifilm, or Kodak), I simply won't review that company's products,
as that would be tantamount to reviewing my own product (even if
few or even none of my work makes it into the eventual product).
--
Thom Hogan
author, Nikon Field Guide & Nikon Flash Guide
author, Complete Guides to the Nikon D100, D1, D1h, & D1x and
Fujifilm S2
http://www.bythom.com