The Times suspended Hiltzik's blog on the paper's Web site last week after he admitted using one or more pseudonyms, in violation of the company's policy, to post derogatory comments on his and other people's blogs. The anonymous blasts by "Mikekoshi" were usually aimed at the same people he peppers on his Golden State blog, which is far more personal and inflammatory than his newspaper column on financial issues.
Kurtz nails the core problem here:
What exactly are the rules for print or television journalists blogging on company sites? Reporters are usually told not to take political stands or say anything they wouldn't say in print or on the air. But blogs by their nature are more personal, attitude-filled, sharp-edged or sarcastic--often dashed off within minutes--and that is the essence of their appeal. It can also be dangerous territory.
This seems a fairly similar situation, although this, in part, relates to doing it on company time and directly representing the entity. Newspaper reporters (and columnists to a lesser extent) are paid to do a certain kind of work, usually thought of as fair and analytical. Blogs can be anything but, and as Kurtz notes, that's their main appeal. But entering into that realm can cause crossover problems.