The corporate world's embrace of blogging has been half-hearted at best. While some companies see the potential to reach a vast array of audiences, others see blogging as merely a soapbox from which its executives can pontificate. At its worst, corporate blogging is nothing more than self-important navel gazing or is simply nonexistent.
But Google is one company that recognizes the ability of blogs to not only give the brand a voice, but to further serious policy debates. Google is no stranger to controversy, and it is now using its blogs to address those issues for which it's being criticized, among them the company's efforts to hire Kai-Fu Lee from Microsoft to run its new China R&D center, a move Microsoft has fought; a copyright case involving insurance company Geico; and The Authors Guild's lawsuit to stop Google Print, which can search the text of books.