April 4th, 2005 by Bob Bly
A small company with just a few employees wants to promote a new anti-cancer technology ? specifically, a cancer vaccine — it is developing.
The company president, an R&D scientist, is busy 24/7 in the laboratory and has neither the time nor the inclination to write a blog.
The marketing director suggested, ?Why don?t we hire a writer to write a blog on cancer vaccines ? which of course will talk a lot about our company and its research program??
They asked for my opinion.
To me, it sounded like a good idea ? except wouldn?t they ethically have to divulge prominently on the blog that it is sponsored by them and that they are paying the blogger to write it?
And wouldn?t that in turn entirely destroy the blog?s credibility and marketing effectiveness?
What do you think?
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