In my earlier post, I started an effort to apply Blogger Code of Ethics to Blog Process Outsourcing. I continue that effort in this post.

Identify and link to sources whenever feasible. The public is entitled to as much information as possible on sources’ reliability.
It is essential for a blogger, whether he or she is writing for a company or independently, to provide useful and truthful information. For blogger writing on behalf of the company, it is important to do all this without placing the company in an embarrassing position. There maybe situations where blogger writing for the company encounters mention of the competitor company. A smart blogger can convert this situation to his/her company’s advantage.

Make certain that Weblog entries, quotations, headlines, photos and all other content do not misrepresent. They should not oversimplify or highlight incidents out of context.
Never distort the content of photos without disclosing what has been changed. Image enhancement is only acceptable for technical clarity. Label montages and photo illustrations.
Blogger representing the company has to be extra careful while referring to any media and make sure it is not misrepresented. One misrepresentation can end up inviting lawsuits.

Never publish information they know is inaccurate — and if publishing questionable information, make it clear it’s in doubt.
In the company blog, there is no place for questionable information. Everything there must be clear as a crystal and easily understandable. When product instruction manual are written for laymen, why not blogs?

Distinguish between advocacy, commentary and factual information. Even advocacy writing and commentary should not misrepresent fact or context.
Advocacy journalism has a special place in the company blog. Advocacy of company products and services, advocacy of brand building. Professional Blogger, writing for the company can advocate, comment and provide factual information for the company blog and must do it without misrepresenting the facts.

Distinguish factual information and commentary from advertising and shun hybrids that blur the lines between the two.
This seems very tough to do, when blogger works on behalf of the company. However, if blogger sticks to the factual information, that itself serves as advertising for the goodwill of the company.