Writing is a skill. Communication is a skill. Communicating on behalf of the organization you work for is a serious responsibility, yet tremendous communications power is often delegated to the lowest reaches of the organizational structure. Would you let junior staff write the CEO’s blog? Would you let your administrative assistant design the company’s annual report? Would you let them design your new product? No. Yet, junior staff are regularly given the keys to the kingdom, empowered to speak to the people of earth on behalf of your company…because that power isn’t taken seriously. If what’s said on behalf of your organization is important, if the framing of your message is important, if your online reputation matters, keep the responsibility for content in the hands of professionals.