PR's Role in Exec Blogs

The San Francisco Chronicle ran a story today on a blog post from Sun Microsystems president, Jonathan Schwartz. As the article describes, Schwartz wrote about how Sun would be better positioned against IBM if it acquired Novell. As a result, Novell and Sun shares went up the next day. The question I ask you - the PR community - is how involved should PR be in the maintenance of what I call "executive blogs" - they aren't a corporate blog but they aren't a personal blog either - especially if that person is an officer of the company. There have been many posts out there talking about how PR folks will kill the authenticity of blogs. I don't buy that. At the same time, I don't think PR should regulate executive blogs. But if this type of thing keeps up, regulation will surely find executive blogs and kill their authentic value long before PR has an affect. This is precisely the situation where PR can help a blog. Schwartz should have used his PR team as a sounding board - exploring the outcome of his latest entry. Then again, maybe he did and maybe everyone involved agreed on the strategy and decided to move forward. I'm not in the position to properly evaluate or judge Schwartz's blog. My point to to the PR community is this - executive blogs are getting more popular and I believe that PR should have a role to ensure that the blog is used as communication vehicle to enhance the overall program. Not a rogue opinion platform that causes the PR team to scramble.

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