Recently I wrote about the most persistent CEO-blogger I can think of, Jonathan Schwartz, the CEO of Sun. Sunday the New York Times ran a story about CEOs and blogging and of course Mr. Schwartz was taking quite a bit of the picture. One of the quotes goes like this:
C.E.O. blogging should no longer be viewed as extreme sport. Mr. Schwartz’s example shows that blogging fits quite naturally into the chief executive’s work week. In an exhortatory piece, “If You Want to Lead, Blog,” published in The Harvard Business Review last year, Mr. Schwartz predicted that “having a blog is not going to be a matter of choice, any more than having e-mail is today.”
As I mentioned recently, the belief of Jonathan Schwartz is that his blog is the only way of communicating with authenticity as opposed to most other types of communication in the organization which goes through the hands (or, more accurately, minds) of others (being the PR-types in his office of which I would assume there are less now than before). In the NY Times-article the author of a new book called “The Corporate Blogging Book”, Debbie Weil, mentions the idea of the “primary blog” (inspired by “primary source“) being the writings of a participant or an eyewitness.
It’s the number one reason for getting CEO’s to blog and I can imagine a long list of stakeholders who would appreciate a first-hand type of communication from the organization they are trying to understand. And what closer image of the organization could you imagine than the one drawn by the leader and the members of it?
The other question to ask is wether blogging is the right thing to do for any CEO? Are all CEO’s suited for writing a (semi-)personal weblog or is their business better of keeping them away from the light of blogo-day?