Interesting article written by Kristina Peterson (Dow Jones) titled: “Companies Increasingly Look to Blogs As Spokesmen“. In essence mentions that more and more companies (of those that are actively blogging) are turning to their blogs to serve in functions / roles that were usually handled by spokesmen.
Companies such as Microsoft have been able to refuse or decline journalist request for comments while sending links to where requester may find relevant information – in employee blog posts. Yet there has to be a well thought out strategy in doing so.
Erin Byrne, chief digital strategist of Burson-Marsteller says that: “A company blog, when written by employees, has to balance the genuine nature of the blogosphere with the needs of the company…We never recommend that companies take a personal approach from the perspective of sitting around in your pajamas”
While there always will be spokespeople, corporate blogs at the very least can compliment and help companies answering journalist and/or blogger questions…
What do you think – questions / comments should be sent to our spokesperson (just kidding)…
