Blogging is not a thing, it’s an attitude:
Blogging is not about being stiff and rigid in your writing, but being flexible and flowing with ideas. It doesn’t matter if everyone agrees with your thoughts. In fact, that would be really boring — but you write it anyway.
If large media companies want their writers to be bloggers, they need to let them go. Bloggers need to feel free to express themselves and their opinions. There are plenty of great bloggers on the Internet — many of them came from these large organizations, but weren’t allowed to post their thoughts.
Blogging is also about trust. If you’re readers know that you are writing from your heart, they will listen. They will engage you, and in the process you will learn something new. That, in turn, will help shape your opinions.
Blogging doesn’t have an agenda, other than expressing your true thoughts on a subject.
[The last point is, at the very least, poorly written. Of course blogging is about an agenda. It’s just a personal one, not a corporate one.]