Today in Scatterbox, Steven Silvers spelled out two crucial rules for using conversational media:

"More and more, corporations find themselves in the headlines because they ignore two realities of the information age:

1. A company's attempt to covertly influence opinion is only as effective as the reaction people have when they find out who's behind it and why.
2. Yes, they will find out."

He's right. Transparency has become the currency of online reputation. Simple oversights can make your company look clueless, and attempts to conceal, misdirect, or misinform often generate outright scorn — causing lasting damage to your reputation and your business.

Here are my tips for transparency in conversational media. These apply to PR/marketing pros as well as news organizations, bloggers, citizen journalists, and, well, anyone…

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