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Blog On The News - Both Good And Bad

Steve Rubel
Expert Author
Published: 2005-05-10

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Haas MS&L Blogworks - the PR firm behind the GM exec weblog - is asking readers on their new blog ...

"How would you blog on bad news?" Specifically, they want feedback on whether GM sales and marketing executive Mark LaNeve should have blogged about a bit of good news from JD Power during a week of very bad news for the company overall. Laurie Mayers writes...

Scoble's second rule on his Corporate Web Log Manifesto is: "Post fast on good news or bad." But show me a corporation who's posted fast on really bad news. Boeing's Randy Baseler obliquely mentioned the resignation of CEO Harry Stonecipher ("We've had an interesting couple of weeks, that's for sure. But none of that has made a bit of difference down here on the ground.")

My advice here is to integrate the blog into how news - both good and bad - is delivered. If the company can't, then wait to see how the readers respond when the news pebble lands in the water. However, be careful when blogging anything that might be perceived as candy and lollipops in the days following such an event.

If customers are running to your blog in search of answers, then it's probably time to speak up. I think what got GM in trouble here was the stark contrast between the good and bad. I applaud the MS&L team, though, for having the courage to ask for feedback. That's how we all learn.

Links:
Haas MS&L Blogworks
GM exec weblog

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About the Author:
Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.

He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.

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