The list of boardroom bloggers is setting a new marketing trend, a self-promoting PR exercise in the world of the blogosphere. Examples include Bob Lutz, vice president of General Motors; Randy Baseler, vice president of Boeing; Jonathan Schwartz, president of Sun Microsystems; Jacques Kemp, CEO of ING Asia-Pacific; and Colin Byrne, CEO, Weber Shandwick.
Blogs are unofficial and is seen as straight talking. It is open communication about the company, its employees and its culture humanises the organisation. Blogs can be thought-provoking and deliver instant feedback. Readers don't hold back, and an advantage is that problems or criticisms can be picked up on and solved quickly.
Here is the opening speil of Australia Telstra's Phil Burgess, group managing director and head of marketing and communications, where he writes how Telstra aims to facilitate an independent debate about the future of telecommunications in Australia.