Going beyond spin with corporate blogs

05/3/2005 | Wall Street Journal, The

The Piaggio Group, which markets the Italian scooter brand Vespa, is launching a series of company blogs written by scooter enthusiasts rather than by in-house public relations staff. Most observers agree that an on-message blog will come across as corporate spin, but the question remains as to whether marketers will be able to stomach the sort of transparency that would give a blog credibility with a savvy online audience.

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Wall Street Journal, The

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