- Be committed
Don't promise transparency and anonymity if you're not prepared to deliver.
- Spell it out
Make sure staffers are clear on the objective. Not much will be gained if employees are afraid to sound off.
- Let people opt out
Don't penalize employees who are uncomfortable contributing.
- Look inside
Your reporter does not have to be an outsider. A current staffer can do the job, provided he or she truly has the freedom to be candid.
- It's not about the PR
Many companies treat blogs as marketing tools. The point here is to gain insight; a publicity bump is just gravy.