It can either work well or work badly if you get your CEO to blog. As I've previously covered, it can be a mistake for the CEO to set up a blog and then .... [nothing]
Done with a little thought you do potentially get to show 'the boss' in a new light and as long as you consider that at all times you must have: Relevance, transarency and humility, you should have an effective PR tool on your hands.
This is what Waitrose have done and MD Mark Price's blog shows insight, humour and possibly a reduced waistline if he keeps to his word:
http://www.waitrose.com/blog/index.aspx
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