What are you doing to change the course of your organization?  With this question, Cymfony nails it.  The blogging world is like the Marines and leaves no-one behind.  Honesty and openness is the only way.  Its impossible to hide, so don’t try.  This is the essence of the new marketing.

For a generation or more, PR has been about spin. Finding a clever story angle is what PR people are trained to do. Marketing is the same, except they call it “positioning”. Each new strategy starts from the basic premise of how to magnify the positives and deny any potential negatives.

Exaggeration, careful selection of facts, and creating enticing ways to present the messages are not only accepted, but the fabric of every day work. In advertising, they are limited only by truth in advertising laws.

Source: Cymfony’s Influence 2.0: The REALLY BIG story of the Wal-Mart/Edelman fake blog situation

Read this article in full.  Even if you are not familiar with the Edelman situation.  Essentially it was a blog written by an Agency, pretending to be written by regular people.  They have, according to Strumpette:

Within the past year alone, Edelman has:

• Engaged in secretive dialogues with carefully selected bloggers with the intention of slipping uncredited, Wal-Mart-approved spin into their seemingly spontaneous utterings;
• Offered unspecified emoluments to a consumers’ right website in return for their agreement to “stop writing about our companies,” including Wal-Mart;
• Surreptitiously sponsored a blog by two seemingly ordinary Americans of their vacation tour of Wal-Mart’s parking lots, neither of whom disclosed their ties to Edelman.

And Hugh sums it up perfectly.