I believe that if a CEO wants to blog about their company, then do it and hopefully they do it well. If the blog they create happens to be boring and does not create the following they wish then that is alright. I think it is alright because if you have 20 followers then that is 20 more people that are getting to know your company and hopefully you. Even though I think this is alright I think companies need to do different things in order to create the following they believe the blog deserves.
I believe that a blog needs to create "buzz" and having a blog that people consider boring will not create that. A CEO needs to be creative and inventive when writing a blog. Do something different. A CEO could easily write about something that has nothing to do with their company and I think that is great. Even though you are not promoting your business or product, the people that read the blog will know that you are a CEO of a company and will be more likely to research your company if they like you. By writing something completely "off topic" you will be creating more "buzz" and in turn you will actually be promoting your company.
I think Ochman's article is great. I do not think she should push people away from blogging. As the class has learned blogging can be a very important part of public relations. I think her article should invite companies to blog, but to caution them on how they blog.