At a dinner party I was attending, the question arose, what place does the freelance communicator have in the world of blogging? Should a company hire a freelancer to blog for them? Does it make sense to put an outside PR firm in charge of your blogging efforts?

Now, as a freelance communicator, it would certainly be in my best interest to say 'yes' to all of those. Given the number of companies who should be blogging and aren't, there is certainly opportunity out there. It could be very lucrative to hang a shingle as a blogger for hire.

But is this what's best for the client?

On the one hand, not everyone is a good communicator. There are those who are brilliant at their roles within a company, but who would stammer and stumble their way through any discussion. There are those who have a penchant to say the wrong things at the wrong time and those who are just downright ornery and shouldn't be put within a hundred feet of any communication device unless the message you want your company to deliver is 'up yours!'. This is where the freelance communicator excels. The freelance communicator is the Cyrano in the bushes, whispering the words that will win the fair maiden's heart.

However on the other hand is authenticity. Hearing the words directly from the source. Being able to directly comment to and question the person responsible. It's about credibility, and you just can't substitute that. I'm willing to forgive an unpolished presentation or a little stammering and stuttering if I can get the info direct from the source.

The Cyrano in the bushes may be able to move my emotions over the impending release of a product - but can he answer my detailed technical question? Does he have the overall knowledge of the industry to address my concerns over the larger socio-economic issues? Has this person even stepped foot in the offices of the company he's blogging for?

In the marketplace of ideas and words, authenticity and credibility will lead people's choice. When you want advice on a drug, do you want to talk a spokesperson for the pharmaceutical company or a practicing physician? When you're judging the value of a used car, whose word do you value more - a salesman from the dealership or an experienced auto mechanic whose worked on that make and model?

As nice as it would be for me to blog for a pharmaceutical firm, a retail chain or a real estate firm; my advice to one and all would be to look within for someone who is passionate about the work and willing to discuss their passion.