Corporate blogging is big and getting bigger all the time. Yet it seems many corporate blogs are flimsy and fake-sounding...like the company's PR firm said, "You need to do this," and the company said, "Okay, you write it."

But that doesn't seem to be the case with McDonald's Corporate Responsibility blog, called Open for Discussion. I've been pleasantly surprised at its relative transparency and positive treatment of the challenges facing large corporations—things like this link to a green business blog. I'm not saying the posters, who include vice president Bob Langert, and Catherine Adams (pictured above), corporate vice president for worldwide quality, food safety, and nutrition, don't have the support of McD's communications department. But the posts are unpolished in a good way.

Recent posts include dialogue on the chain's Hummer Happy Meal giveaway, the company's corporate responsibility work in the Third World, work on environmentally friendly packaging, and the first Web chat—another is planned soon.

Blogs need readers and commenters in order to build meaningful content...so if you're interested, add Open for Discussion to your blogrolls.