The Inquirer offers a good perspective into the Microsoft blogging 'scandal'. If you don't have time to read the full story, the clue is in the headline: Microsoft Ferrari furore is a load of old tosh. Although the sub head is pretty good too: Bloggers get their knickers in a twist.
On reflection, and setting aside the low level PR execution errors that appear to have set this story running (which someone should get a clip around the ear about), I agree with the Inquirer's viewpoint.
When looking at who was outraged and who was sanguine about the whole episode, I wonder if this is just another stage in the maturing of blogging. The more experienced tech press who commented were quite pragmatic about the episode (if you want something reviewed, you need to get it in front of people). The new wave of bloggers/commentators were - often, but not always - either vitriolic beyond reason or sanctimonious beyond measure.
Yes, mistakes were made about giving guidance on disclosure, but all the smart of people involved should have been able to overcome that without so much heat being generated.
The reality that every PR person should know is, loaning/gifting a device will not buy the opinion of those journalists/bloggers who carry any level of respect or credibility in the marketplace. The Inquirer story illustrates that for sure.
Tags: Microsoft, Edelman, Wal-Mart, blogging, ethics, The Inquirer
Disclosure: yes, Microsoft is a client