Should organisations outsource blogs?

Following the tragic death of a British soldier in Afghanistan on Sunday, it emerged that he had written a blog expressing his – and his colleagues’ – frustrations over the lack of protective body armour which had been promised and the overall poor state of equipment.

Rifleman Andrew Fentiman was not the first soldier to publicly express his concerns, and he probably won’t be the last. And this raises the question of whether organisations – whether they are public or private sector – should monitor employee blogs and even consider outsourcing blogs?

There are always two sides to any argument. The ‘Yes’ camp will invariably be those organisations who want to retain total ownership over any viral commentary about its business, have no marketing communications department of their own or are absent of any real figurehead or spokesperson.

Whereas the ‘No’ camp – the camp in which I am firmly positioned – will argue that the whole premis of having a blog, from a corporate perspective not personal branding, is to give an organisation a personality, a voice and means of communicating with its publics. Not only that, surely any blog written by someone from outside the organisation’s structure will lack authenticity, thereby effectively diluting any message it is trying to communicate?

Blogging is one of the most effective online PR tools available. And with around 2 blogs created every second somewhere in the world, its relevance and impact cannot be understated. It ensures transparency of an organisation and avoids – or at least seeks to avoid –another Jo Moore situation from taking place. Then again, perhaps there is an argument for outsourcing blogs after all?

About yourcareermatters
CareerMatters was founded as part of MacKenzie-Cummins Communications in 2006 by Paul MacKenzie-Cummins MICG (Member Institute of Careers Guidance), regarded as one of the UK's leading career's advice and guidance writers and specialist PR consultant for the UK recruitment industry. Since 2006 Paul has been the leading advice writer for and - the two biggest careers website in the world -tackling all aspects of workplace and management issues, job seeking, career change and hiring trends. In 2006, 2007 and 2008 his writing contributed to Monster winning the Best Employment Advice on the Internet Award for an unprecedented three times beating the likes of The Guardian, Learn Direct and Personnel Today on each occasion. And his work was a runner-up for the same award in 2009. In 2009 Paul was a nominee in the prestigious HR Journalist of the Year Award and Recruitment, Retention & Motivation Journalist of the Year Award. Paul has been commissioned to write more than 500 careers advice and guidance articles for a number of lpublications, from regional and national newspapers to industry publications and various career-specific websites in the UK and USA. Recently, Paul was the Technical Editor for career psychologist Dr Rob Yeung's Job Hunting & Career Change for Dummies (John Wiley & Son, 2007). Dr Yeung is better known as the TV psychologist for Channel 4's Big Brother and the BBC's Who Would Hire You? series. Clients include: MSN Careers (Europe) TheLadders TotalJobs IntaPeople Recruitment Lifetracks/YouthNET MediaSalesJobs The Press Gazette

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