Clive Thompson has a great article in the March issue of Wired magazine about the new trend toward company transparency. The See-Through Ceo argues that nudity (in terms of corporate and political shenanigans) is the new black -- meaning it's actually good for your company's bottom line and reputation to strip down and expose all your mistakes and shortcomings. Because if you don't do it first, somebody else will do it for you. And you'll look worse for the wear when they do. From the article:
Transparency is a judo move. Your customers are going to poke around in your business anyway, and your workers are going to blab about internal info - so why not make it work for you by turning everyone into a partner in the process and inviting them to do so
Thompson argues that in the Google world, you can't hide anything for long. So better not try. Some examples of those who've been burned by the net: Diebold, Microsoft, Eli Lilly, Jobster.com.
"Online is where reputations are made now," says Leslie Gaines Ross, chief reputation strategist - yes, that's her actual title - with the PR firm Weber Shandwick. She regularly speaks to companies that realize a single Google search determines more about how they're perceived than a multimillion-dollar ad campaign. "It used to be that you'd look only at your reputation in newspapers and broadcast media, positive and negative. But now the blogosphere is equally powerful, and it has different rules. Public relations used to be about having stuff taken down, and you can't do that with the Internet.