Is (corporate) blogging like writing?

When I was a full-time writer, I used to privately grumble at the people who’d come up to me at parties and either ask me to help their write their biography (often, they were drunk) or tell me, with a bright smile “Hey, I write, too.”
On one hand, I believed that one becomes something by doing it, not saying you are that thing or taking about what you intend to do; on the other hand, I felt writing was a craft–and a talent–that it required work to hone.
I’ve had some similar thoughts over the past few weeks as PR, marketing and communications folks have told me about their plans for launching blogs for themselves or their clients, asked for some ideas, and then–in one case–blithely announced that the team decided they’d just “jump right in.”
“Maybe you want to practice internally for a few weeks?” I said. “You know, work the bugs out?”
“Naahh, no need, we want to connect with our customers,” said X, and as my face smiled politely and my voice said I’d be happy to check out the link when they launched, my brain was thinking “Are they fudrucking nuts?”
While there’s no question that the way to start a blog is to just do it, there’s also that painful scrutinity that start-ups, established brands and even the small business down the street can be put under when they start to interact in a more transparent way with customers–
And then there’s the (corporate) pressure when the higher-ups realize the tiger’s got their brand by the, ah, tail.
Maybe one of the differences between personal blogging and corporate blogging is the amount of forethought–and practice–and blogging policy rules–you want to prepare before you launch your new baby into the world.
Or then again, maybe it’s like writing, and hey, everyone can just do it.
On demand, that is.
Footnote: Heading to Oregon tomorrow to talk about blogging with a marketing and PR crew, so have this on the brain. Pearls of wisdom most welcome.