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.