walmartingacrossamerica.com One author of this PR-made fake-grassroots Wal-Mart weblog has worked for the Washington Post for 25 years.

Recently, Edelman PR has taken a lot of heat over the fake weblog (flog) they created on behalf of client Wal-Mart, Walmarting Across America. A seminal expose of this PR gaffe appeared Oct. 12 in MediaPost's Online Media Daily.

On Oct. 16, CEO Richard Edelman broke the silence on his blog. This was followed with further explanation in an Oct. 17 BusinessWeek exclusive.

BusinessWeek revealed the names and professions of "Jim and Laura," the flog's authors. Laura St. Claire is a "freelance writer and employee of the U.S.Treasury Department," and Jim Thresher is a "staff photographer at the Washington Post."

Meanwhile, Editor and Publisher revealed much more about Thresher's background. This is the part that should make journalists stop and think: "'Any type of professional act performed by one of our journalists has to be considered freelance and it must follow our guidelines,' [Washington Post Executive Editor Leonard Downie Jr.] told E&P. 'Which include not working for a competitor or an interest group.'"

Doesn't it seem that there's more to be discussed here than just where Edelman went wrong?  Wasn't this a huge breach of journalistic ethics on the part of Jim Thresher?

Thresher was simply not some "real folks" blogger.  Had he been just a "real folks" blogger, many a journalist might have said "Oh well, what do we expect? Bloggers don't have ethics." That, however, is not the case this time.

Makes me wonder: What do journalists think when one from their own ranks compromises his integrity in this manner? Does Thresher's personal ethical decision then reflect poorly on anyone who uses the term "freelance journalist," or is it only his own bad choice?

Might this case also call into question the rights, responsibilities, and ethics of a journalist who blogs on his own time, for his own reasons? Could we open up some discussion on this?