I met with Jeremy Newman last Friday in what turned out to be a lively debate across a range of topics.
I have detailed his responses to critiques about the profession elsewhere. This post concentrates on the reasoning behind his blog:
CEO Insights.
When you're the fifth largest global accounting and consulting network, you're always fighting for attention. In October 2006, Jeremy decided to use a blog as a way of communicating his thoughts and ideas about the profession to the wider world and as a way of raising awareness about the way BDO differentiates itself. He also used it as a way of attempting to break the Big Four glass ceiling: "If I'd called you up two years ago, would you have known who BDO is?" As it happens, the answer would have been yes but I understand what he means in the context of the wider commercial world.
Much has changed in the intervening period with Jeremy having been appointed global CEO. That hasn't stopped him blogging. He maintains a more than respectable and steady count of around two posts per week. As someone with a hectic schedule, that's to be admired. For those concerned with regulation,standards and ethics, it is a solid read, providing a perspective you don't often see,
I asked whether he writes all his own material: "Of course. And I don't put it through a PR department," he emphasized. That shone through in our conversation, something I'm always on the lookout to discover because authenticity matters.
I asked whether he sees an ROI in using the blog: "I have people who track the statistics and they tell me it is doing just fine. Now, did we win a new client or got that world class graduate trainee because of the blog? I cannot say but these days, I frequently meet people who say they've read the blog. That's gratifying and means we already have a common connection. At one time it would have been very difficult for me to get an appointment with the CEO/CFO of a FTSE 350, these days it's easier. Is that because of the blog? I'd like to think it has had a part to play."
Asked why he blogs: "The way we communicate today is electronically. We can reach a much larger potential group of interested people this way. It just makes sense."
Finally, I asked about BDO's blog moderation policy. "Many comments from inside BDO don't see the light of day. I don't want people to think this is an exercise in self congratulation but I do want the discussions." That seems fair and reasonable given there will always be room for criticism when a high profile person puts their head above the digital parapet.
The profession has been relatively slow to pick up this method of communication but given Jeremy's words, does this encourage you? Could this be a way by which you can differentiate your firm or business?