Today I was perusing a marketing book by Chris Baggott et al. (that I haven't actually read yet in full)...and I came across the below passage in the first chapter. I thought it summed up pretty well one of strong arguments for considering having someone within your organization blogging (among other means of connecting with your customers and other constituents such as newsletters, etc.). Give it a whirl around your brain and send me your comments -- if you have any:
What's really funny to me is the fact that when you talk to organizations about what makes them different (worthy, if you will), this answers always lands somewhere in the top three: our people.-jr
So why do you hide your people behind the facade of a brand or an institution? At the end of the day, people associate themselves with other people that they like. Your constituents want to like you and have a relationship with you.