Ghost-writing Corporate Blogs
Ghostwriting of blogs can be described as somebody who writes a blog for another person on the understanding that the other person will receive sole credit as the author. There was some discussion in the blogosphere whether it is ethical for a PR company to ghostwrite blogs on behalf of their clients.
Well I think one of the major differences between a blog and any other communication mechanism (web magazine/journal) is the personal touch associated with blogs. While mainstream media writers and editors increasingly criticized for representing the ideas of the owners of respective media firms, blogs gained huge popularity at the expense of traditional media. This popularity was mainly due to the personal touch and temper associated of the write associated with the blogs. Blogs also provide good means of establishing two way communications between the author and the reader which would build up a discussion around a topic.
If PR agencies actively involve in ghost writing blogs the very essential ingredient of blogging will be lost and the blog in subject will not be different from yet another press release from the client company. These blogs will not braw any sustainable readership over time as sooner or later readers will realize that authenticity of the blog is in question.
Therefore I believe the most appropriate blogging mechanism for corporations would be to publish authentic blogs by employees/executives rather than hiring a PR firm to ghostwrite blogs.
There is a good discussion on the topic on the below blog which I found interesting and which motivated me to write the above comment.
Morgan McLintic on PR: Should PR firms ghost-write client blog posts?
Well I think one of the major differences between a blog and any other communication mechanism (web magazine/journal) is the personal touch associated with blogs. While mainstream media writers and editors increasingly criticized for representing the ideas of the owners of respective media firms, blogs gained huge popularity at the expense of traditional media. This popularity was mainly due to the personal touch and temper associated of the write associated with the blogs. Blogs also provide good means of establishing two way communications between the author and the reader which would build up a discussion around a topic.
If PR agencies actively involve in ghost writing blogs the very essential ingredient of blogging will be lost and the blog in subject will not be different from yet another press release from the client company. These blogs will not braw any sustainable readership over time as sooner or later readers will realize that authenticity of the blog is in question.
Therefore I believe the most appropriate blogging mechanism for corporations would be to publish authentic blogs by employees/executives rather than hiring a PR firm to ghostwrite blogs.
There is a good discussion on the topic on the below blog which I found interesting and which motivated me to write the above comment.
Morgan McLintic on PR: Should PR firms ghost-write client blog posts?
posted by Nuwan Perera at 2:36 AM
3 Comments:
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