Does blogging work?

For ages there's been a bit of an effort to bring together all the communicators across the company. It hasn't worked very well. People have been focused on their own business units. They haven't seen the point in sharing information. Only the heads of comms or their next in command are usually involved. Being a global company means either a hugely expensive conference or a web meeting/teleconference.

Now we're moving towards becoming One Organisation it seems like a good time to try a blog as a means to bring communicators together. Of course it won't be easy. But it could be worth it. Now I'm told I have to define the exact strategic aims for the blog. No, I think someone may be missing the point somewhere....