New constraints for corporate bloggers?

Those who give an online voice to their brand should take note: Some in the mainstream media seek to establish firm aggregation guidelines and best practices.

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A group called the Council on Ethical Blogging and Aggregation—which includes the editors of Esquire, The Atlantic, New York magazine, Slate, and others—aims to draft a list of best practices for linking, aggregating, and curating content on blogs and websites.

The group is pro-aggregation, according to Advertising Age‘s Simon Dumenco, who first proposed the council. He told The New York Times, “There should be some kind of variation of the Golden Rule here, which is that you should aggregate others as you would wish to be aggregated yourself.”

What bearing will the council have on the people who blog for corporations?

Although the Public Relations Society of America (PRSA) doesn’t see it as a major issue for corporate bloggers at the moment, PR professionals will want to pay attention to the council, according to PRSA’s Keith Trivitt.

For some, the issue is a non-starter, even a “waste of time,” according to a Chicago-based brand blogger who asked to remain anonymous.

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