I should have read this months ago. Wired has a guide on how to run a corporate blog without being launched into space by your MD. Wriiten by Edelmann PR VP Steve Rubel (who’s own blog, Micro Persuasion, is a personal fave), the guide offers a few gems.
Rubel has obviously walked the hard miles, judging by the tips given. He warns that your words need to be written with your entire peer group in mind (including senior management and advertisers, not just your MD), and that your business has to come first:
It’s important to know what your blog is about and where it can impact your business. Figure out your mission and know where you can and can’t go. In my case, I learned that it’s very difficult for me to blog substantively about our clients, their competitors or individual media outlets. I largely stick to big trends, insights and how-to’s and pepper them with small examples
