For corporate weblogging's best practices, go back and read my "Corporate Weblogger's Manifesto."Posted by BR at November 9, 2006 10:58 AMI wrote that right after I knew I got the job at Microsoft. It's a good list of best practices. I try to live up to that list every day.
Some things I'd add to the list:
1) If you're a weblogger who doesn't want to get quoted in the press, don't write in a quotable style. Don't be sensationalistic (don't write articles, for instance, that tell people how to hate Microsoft). Don't write about conflict (that's what'll get you quoted). Instead, do what Chris Brumme does. Give us tips and tricks. Talk about how you're using technology.
2) If you don't want to put your career at risk: don't ever give away company secrets. Assume that everything is a company secret until you see the PR team put it out there. If you see a press release about it, or you see it discussed on stage at an industry event, then you can write about it.
3) Stay away from topics that have conflict. For instance, if I were a smart weblogger, I wouldn't write about anything that could cause an argument between a Linux advocate and a Longhorn advocate, for instance. Why? Because journalists love conflict and they are getting better and better at finding comments.
4) Always write like you are speaking on behalf of your company. Why? Because despite the disclaimers, you really are. That's scary if you think about it. I'm speaking on behalf of 55,000 people and a multi-billion-dollar, international corporation. My words have the potential of moving and changing markets. If you are uncomfortable about that, then do what my boss does, and write about something that isn't easily tied to our company's products (he keeps a site on how to mix a great cocktail).