It’s easy in theory. An organisation should have a personality; it should be capable of conversations with customers and other stakeholders.
Yet PR is only ever hard in practice. The larger the organisation, the slower and more bureaucratic it tends to be, and the harder it becomes to present a corporate voice.
I’ve just become aware of the Big Blog Company (BBC, geddit?) – a UK initiative to promote corporate blogs.
And the new Vice Chancellor of this university posts a daily reflection (in effect a weblog). In this, he’s trying to give a voice to a university of some 40,000 staff and students.