Edelman have been famously effective in advising their client Wal-Mart in how to cope with an avalanche of negative press from unions, media and local pressure groups. My colleague Flemming Madsen even credits them with turning round sentiment about Wal-Mart.

All the more surprising then that Edelman should do something as dumb as a blog which purports to be from a member of the public, but actually is from their own team. Richard Edelman has now apologised. This kind of trick is really damaging to a brand, because it erodes the very thing they are trying to reinforce, which is the value of their word. How can I believe you on what you say about your policy on employment, or local sourcing, or whatever it is I am sceptical about, if you are capable of this kind of thing? Ouch.

Like Antony Mayfield (whom I have to thank for the link) one has some sympathy for Edelman. It is difficult to get this right, but if anyone should know how to do this, it is Edelman, with their payroll of A-list bloggers like Steve Rubel. The web is so unforgiving about this kind of mistake. Edelman phoned Robert Scoble to apologise.

[Update] Here is an excellent summary of the issues raised by Matthew Ingram. Some commenters claim that PR and blogging don’t mix. Constantin Basturea’s comment mentions a couple of successful blogs engineered by PRs at MS&L - Fastlane - and Hill & Knowlton - LG Chocolate phone blog.