Have you been FLOGGED?

How often do you question the authenticity of the blogs you read? Never, well you could be the subject of a flog! A flog is essentially a fake blog that appears to originate from a credible, non-biased source, but, which in fact is created by a company.

Over the years there have been numerous examples of high profile flog scandals, some linked to high profile international PR agencies and their clients. Three years ago, Edelman was responsible for a fake Wal-Mart blog called ‘Wal-Marting’ across America. It featured the journey of a couple as they traveled across America in their RV (recreational v

ehicle), during which they parked their RV in friendly Wal-Mart's parking lots. They weren't customers though; they were writers being paid to blog positively about Wal-Mart.

In another case, Edelman was accused of bribing bloggers to write favorable reviews of Microsoft's new Vista operating system after it sent a group of top bloggers top-of-the-range Acer Ferrari notebook computers, pre-loaded with Windows Vista.

In both these cases bloggers were quick to condemn the companies, in the first case the blog was removed. In the latter, following the bribery allegations, Microsoft encouraged the bloggers to donate the laptops to charities after they had tried and reviewed Vista.

Another tactic being used by companies today is - pay-per-post blogs. Bloggers are offered cash to write about products. Disclosure is optional, and often the bloggers are required to only express positive comments.

Is there anything wrong with flogs?

I don’t believe there is. Is there any difference between a company creating a ‘flog’ and sending out a press release or paying for an advertorial? There have been calls recently to regulate blogs; despite not being practical this is also is a form of censorship.

However there is an ethical debate surrounding this subject that should make PR practitioners think twice before recommending such a tactic to a client. If PR wants to establish its self as a profession, it needs to establish a code of conduct that by nature advocates honesty and transparency. A flog is not ethical, practitioners need to decide what is more important –establishing a profession or acting to promote a company at whatever cost.