Outsourcing

Some companies have found hiring someone to write the blog useful instead of searching for an internal writer. Doing so has some definite positives:

1 Hire a professional writer or journalist, and you get someone with a fresh, curious eye, who knows how to ask questions. Sometimes longtime employees no longer recognize what makes the company really unique and special.

1 Hiring outside means you don't have to add the blog to the workload of a current employee, nor must you worry about perceived favoritism within the office.

1 Journalists are trained to write accessibly, on deadline, and to cover all the facts — a great recipe for a good blogger!

1 Hiring a blogger who also serves as a company ombudsman sends a strong message about your company's willingness to converse openly.

Readers won't have a perception that the newcomer is an engineer or customer service representative first and a conduit for dialogue second.

1 If you're using the blog to heal a business faux pas, hiring an outsider to write the blog shows a willingness to be introspective and to change, and your blogger won't be defensive when trying to patch things up with the public.

Some bloggers started such compelling and well-written personal sites that they were then hired by news organizations and other businesses to blog professionally. On the other hand, a person who is an outsider to the company may lack familiarity with people and events, and may not understand the company culture well enough to convey it effectively.

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