I received an e-mail morning from Ragan Communications regarding a Blogging Desktop Learning Series. The title of the first tutorial is: "You can't ghostwrite a blog—and other rules for launching a senior executive blog that employees will read AND respect." As much as I love the work Ragan Communications does, I'm afraid that unless the content of tutorial #1 offers some leeway on its "can't" ghostwrite a blog stand, then I'll tell you what I told them: Regarding your description of tutorial #1, I completely disagree. As a CEO, you can have your blog ghostwritten, as long as you're upfront about it. There's nothing wrong with a CEO stating that (s)he is being assisted in the writing of the blog in an effort to engage with company stakeholders on a consistent basis - that the content reflects the CEO's position and that (s)he reads all comments and responds personally as time allows. It's not only acceptable, but even more transparent than the typical CEO speech. When was the last time you heard a CEO give a speech and preface the remarks with, "I didn't write this!" Teaching communicators that there's a no ghostwriters rule for blogs would be a disservice.
Granted, I'd prefer that the CEO, or other senior leaders in the organization, author their blogs personally, but what's so wrong with a ghostwriter as long as there's full disclosure? Thoughts?
Leo, I agree with your stance, especially your reference to speeches. I think it is better for a CEO who is hesitant to step into the blogosphere to have a PR/MarCom person ghostwriting and assisting them along the way. You get the wisdom and experience of the CEO with the communications know-how of the PR person. Like you said, as long as it's stated publicly that the CEO isn't the sole contributor, there's no reason to make ghostwriting taboo.
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