Originally published in Journal of Business Strategy, Volume 29, Issue 3

The purpose of this paper is to examine the role of blogs in corporate communication and proposes general policies to help corporations effectively and ethically use blogs.

Blogs are among the new communication media that are playing an increasingly important role in the corporate world. Most companies, however, are not yet taking advantage of this opportunity, nor do they manage the associated risks. We have developed a series of best practices to help companies address this issue.