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Updates from the CEO--written by the marketing department

posted Sep 23, 2010, 9:49 AM by Geoff Horsfall   [ updated Nov 5, 2010, 12:42 PM ]
Companies often have an "Updates from the President/CEO" that comes in the form of an email, a blog, or a twitter announcement.  But many times those updates weren't written by the CEO, it's written by the markeyting department.  This happened in my company fairly regularly.  The CEO was just too busy and wasn't as adept at that type of writing, so the marketing department would craft language for him and he would sign his name.
 
Marketing and communications make it much easier for a CEO to appear more communicative and engaged with customers than they actually are.  Is it unethical for the CEO to have someone else represent him/her in a digitial forum?  Are some situations OK while others aren't?
 
Geoff Horsfall
 
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