When facing difficult news such as layoffs, many companies used to draft meticulously scripted press releases – if they shared the news at all. But this strategy is fast becoming a recipe for disaster as employees turn to their blogs to voice frustrations and announce corporate layoffs.

In a recent New York Times article, Claire Cain Miller describes how corporate downsizing for one prominent news company went from bad to worse when a disgruntled employee took to his blog and shared the details of cutbacks at many local papers. This did little to inspire public support for the company and angered many of the blog’s readers.

Miller goes on to share a quote from Rusty Rueff, a former human resources executive at Electronic Arts and PepsiCo. “Today, whatever you say inside a company will end up on a blog,” he says. According to Rueff, you can either be proactive, “or you can let someone else write the story for you.”

So how can you retain ownership of your company’s messages? The answer is simple: blog. An increasing number of companies have implemented blogs where they announce corporate news – be it good or bad. But corporate transparency is a new concept for many executives, and it shouldn’t be taken lightly. Here are a few tips we have found helpful for our clients as they begin blogging:

Be Honest. This may seem like a no-brainer, but it can be tempting – and dangerous – to blur the lines. When commenting on any blog, be sure to identify yourself clearly. A Microsoft executive posting negative comments on a Mac blog under the guise of a teenage Apple enthusiast could face big problems down the road. It’s far better to be honest from the start than mired in a scandal that could easily have been avoided.

Be Proactive. When facing difficult news, don’t wait until employees have had several days – or even hours – to announce it for you. Instead, you can prepare a blog entry ahead of time to be posted immediately after speaking with employees. Just make sure not to share the news of a layoff before an employee has received the pink slip.

Get Everyone Onboard. As with any important decision within your company, you will need to obtain buy-in from your management and legal departments. Demonstrating the importance of transparency and embracing social media by pointing to the pitfalls of ignoring these trends can go a long way towards building support. Gather proof points about why blogging is cost-effective, beneficial and necessary for your company.

Define Key Messages. From blogs to press releases, it is important to communicate a set of key messages about your company and be consistent. Review your messaging before posting a blog entry to make sure you have included all the important points.

When done right, blogging can be a great way to improve the public image of your company. For more examples of companies who have successfully implemented blogs, see the hyperlinked list below. Happy blogging!

Dell
Nokia
The Mayo Clinic
United States Coast Guard
Wal-Mart
Wells Fargo