As professional communicators, we are taught to control the message, limit the spokespeople to those trained and credible enough to deliver our carefully crafted corporate message.

But blogs have changed this.

While not for every company, blogs are an incredibly powerful communication tool when put in the hands of the rank and file. The leveraging of blogs for the PR department and executive suite should be reconsidered and instead, the value of empowering your hundreds or thousands of brand ambassadors to speak their minds and hearts about their lives and your work should be evaluated.

But what if they share all your secrets? Tell your customers how they really aren