Evelyn Rodriguez of Crossroad Dispatches makes a thoughtful distinction between authentic and credible voice:

In my blog, I speak with a credible voice that's informed by my authentic voice -but it's certainly not my authentic voice directly. In rare instances, I relate to you in my intimate voice.

The credible voice is the one that most corporate blogs will speak in. The credible voice is the voice that savvy corporations will move towards.

Most companies today are not speaking in a credible voice, their voice is modulated by PR, polished, artificial and rather washed out. PR has a lot to answer for and so have the executives:

The story state of PR is only partly the fault of PR organizations. Much blame can be placed at executive doorsteps. For a variety of well-understood reasons, many only want to distribute highly favorable information. This is a short-sighted tactic, proven again and again in business. Ultimately, either the information emerges anyway, or a credibility gap emerges between a company and its customers, employees, and investors.

Companies so desperately try to project a polished image that fools no-one. Anyone who ever worked for a corporation, important enough to employ or hire PR professionals, knows that there is a gaping void between reality and 'the message' that it puts out. Everyone knows that neither people nor organisations are perfect. Therefore there is much to be gained by demonstrating instead that there is a drive towards perfection as well as a healthy recognition that it is a never-ending struggle. As Evelyn Rodriguez puts it:

Credibility is not built on a facade of perfection in order to win everyone's approval. You win very few hearts this way.

A blog can be a credible record of the company's advance and improvement.

via Joho the Blog

Back to Big Blog Company