U.K.-based David Davis released the results of a very interesting survey — showing the most company executives don’t write their own blogs.
“83% of the respondents said their blogs were written or drafted by someone else, although they approved the text before it was published. Of the 17%, who said they wrote their own blogs, most said they first asked for advice from HR and communications colleagues.”
Now, with blogging still in its relative infancy, there’s a greater level of purism than there likely will be down the road. Bloggers should write their own blogs. It’s as simple as that.
Or, is it?
Working in public relations, and focusing in media relations, I’ve ghost written many by-lined columns where the client has the by line. That’s acceptable. Now. But, was it in the early days of PR? I don’t know, but would guess it wasn’t.
I don’t have any problem with a blogger asking for assistance on a post, or having someone else read over the post for proofing and to head off any possible PR nightmares.
But, to have a post be ghost-blogged — even with review and approval from the supposed author? Well, I don’t like it. However, while I am a purist — and journalist — at heart, the realist in me sees ghost blogging as any other form of corporate communications. It will become more and more commonplace.
One stat in Mr. Davis’ survey that did surprise and even please me is how company execs view ghost blogging:
Question 3 How would you describe a ‘ghost written’ company blog?
> ‘A sham’ — 8%
> ‘Totally misleading — 5%
> ‘Marginally misleading’ — 43%
> ‘Acceptable’ — 44%
43% of those surveyed found it “marginally misleading.”
Guess, when it comes down to it, I grudgingly feel the same way. Ghost blogging is only “marginally misleading,” and not “a sham” or “totally misleading.”
We are not all born with the same skill set. Some are great managers. Some are great strategists. Some are capable writers. You can’t expect all business leaders to be adept enough at writing to blog without the assistance of a professional communicator.
On the bright side, I can think of the expected growth in ghost blogging as job security?
– Mike
Technorati tags: corporate communications, blogging, ghost blogging
