a) PR/Image (targeting: public, customers)
b) Marketing (targeting: customers, potential customers)
c) Customer Relations (targeting: customers)
d) HR/Recruiting (targeting: potential employees)
e) Intra-company/intra-industry Communication (targeting: staff, industry experts)
f) Strategy (targeting: shareholders, journalists, staff)
Note that I don’t call these different functions “categories” or “types”. The problem with that would be that no corporate blog fits neatly into a single category. Instead, virtually all of them are hybrids, serving a combination of purposes. GM’s Fastlane Blog has posts concerned with a diverse set of issues, such as customer relations, marketing/market research, corporate strategy and the company’s image. While Fastlane deals with a range of topics and has a number of different authors, Sun’s CEO blog has just one author - Jonathan Schwartz - but the array of functions is equally large. And while developer blog hubs, such as those maintained or supported by Microsoft, Oracle or SAP have hundreds of authors, they serve comparably few functions (intra-industry/intra-company communication and potentially customer relations).
” Cornelius Puschmann