Blogging: Another way for execs to avoid communicating?

CEOs and communicators should ask themselves: Can a blog begin to replace the persuasive power of face-to-face communication?

I’ve just had an enquiry from a communicator in an Australian local council about whether they should use blogs as part of their “internal communication strategy.”

I don’t know how many employees this council has and its Web site gives no clues, but it appears to be fewer than 500 (and maybe half this number judging by the long list of contractors).

The organizational chart shows there are four major divisions, each with five sections, plus HR and Communication functions. With the CEO that’s 23 executives—probably averaging fewer than 20 subordinates each.

I can see from the recruitment part of the council Web site that it is small enough to brag about having a “modern lunchroom equipped with a television, microwave [oven], coffee and snack machines and courtyard facilities is [sic] available to staff.”

So why would communicators in such a tiny organization consider encouraging executives to blog with employees?

• To avoid the need for executives to get out and about to talk to employees?

• So communicators can do the communicating (i.e., by writing the blogs for executives)?