Covering their behinds

Corporates are discovering the wonders of blogging and offering readers insights into the culture of multinationals. Richard Giles, an account manager for Sun Microsystems Australia in Perth, says that, “Microsoft is looked at as being evil, and very closed and not very innovative”, but corporate blogs can change the perception, providing a human side to long thought-of characterless and devious companies.

Novel idea and yet thoroughly unsurprising. Corporates are beginning to discover the full spectrum of public relations and how to best manage the information flow. How, then, to spin this?

“Users of Microsoft’s new China-based Internet portal were blocked on Monday from using the words “democracy”, “freedom” and “human rights” in an apparent move by the US software giant to appease Beijing. Other words that could not be used on Microsoft’s free online blog service MSN Spaces include “Taiwan independence” and “demonstration”.”

Looks like Microsoft’s corporate bloggers have their work cut out for them. Bill Gates has clearly been inspired by that other true democrat and lover of Chinese repression, Rupert Murdoch.

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