While that makes for an ulcer recipe for a PR executive, it also has the
potential to benefit the company by establishing a more human face to the corporate
entity.
The risks of business blogging
Since companies are dependent upon their customer base, they have to delicately craft
the content and direction of the blog. This is especially true for publicly traded companies,
whose fortunes can rise and fall with the ebb and flow of public opinion. While any of the
following issues can be solved or at least nipped in the bud before they grow out of hand,
it??™s best to avoid them altogether if possible:
Trade secrets being leaked: Imagine if Coca-Cola??™s secret formula were published
on a blog, or detailed schematics of Intel??™s computer chips, or the source code for
Windows.
Bad information being disseminated: The last thing you want is the public reading
false rumors about the management team, incorrect earnings reports, rumblings of
acquisitions, and so forth.
Overwhelmingly negative response: While the old clich?© ???any publicity is good publicity???
is true, it is only true to a certain extent. If a company??™s blog generates
nothing but negative, heated response from the public, it should be either taken
down or realigned, because after awhile that negativity is going to become a
feeding frenzy of bad media.
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