Good practice in Liverpool

You may not have heard of LFC TV. It's the reason I subscribe to Setanta and it gives me live coverage of the reserve team games, clips of former games and extensive highlights packages.

The channel is a year old and can sometimes appear amateurish. I set Sky+ to record the highlights of our game against Crewe (we won 2-1 in case you missed it) but it didn't record because the EPG was inaccurate.

One of the channel's editors has gone onto a Liverpool FC fans' site to explain why this happened - and why the coverage sometimes slips up. It's a brave thing to do: corporations often struggle to engage successfully in fora for customers because they lack credibility. Why has this worked?

I'm interested in your views but would suggest it includes:
* transparency of their motives,
* no anonymity
* consistency of engaging in the same way
* plain English,
* no obfuscation

any other thoughts?