Acton Institute Powerblog

Corporate Blogging

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The AP passes along this story about the use of blogs by corporations and executives. Some of the good advice includes:

“Don’t go toward fake blogs. Don’t launch character blogs. Use a blog for what it’s for, transparency,” said Steve Rubel, vice president of client services at CooperKatz & Co., a New York PR firm.

He and other PR professionals can rattle off blogs gone wrong — usually “fake blogs” that stir up the ire of bloggers by hiding the fact that they are really ad campaigns, such as one McDonald’s posted in advance of a Super Bowl campaign about a Lincoln-shaped french fry.

Blogs that smack of press releases won’t do the job, Rubel said. He tells clients to see what’s out there about their company or industry, then decide whether they want to engage bloggers or even start their own blogs.

The story lists some corporate blogs, including Boeing and Sun Microsystems. I personally have found the Google blog to be very informative and useful. Google uses its blog to keep interested parties abreast of new and upcoming software programs and advances.

Jordan J. Ballor Jordan J. Ballor (Dr. theol., University of Zurich; Ph.D., Calvin Theological Seminary) is a senior research fellow and director of publishing at the Acton Institute for the Study of Religion & Liberty. He is also a postdoctoral researcher in theology and economics at the VU University Amsterdam as part of the "What Good Markets Are Good For" project. He is author of Get Your Hands Dirty: Essays on Christian Social Thought (and Action) (Wipf & Stock, 2013), Covenant, Causality, and Law: A Study in the Theology of Wolfgang Musculus (Vandenhoeck & Ruprecht, 2012) and Ecumenical Babel: Confusing Economic Ideology and the Church's Social Witness (Christian's Library Press, 2010), as well as editor of numerous works, including Abraham Kuyper Collected Works in Public Theology. Jordan is also associate director of the Junius Institute for Digital Reformation Research at Calvin Theological Seminary.

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