Companies need a media darling. Is this new?

Microsoft had Robert Scoble for a while.

AOL (and WIN) has Jason Calacanis.

Apple has Steve Jobs.

These people do a lot more than just cater to the media, but they do spend a lot of time speaking, writing, talking, and generally putting a human face on their companies.

I don’t know if this is a new school idea, but it’s a very smart move. Having someone put themselves “out there” to the media and the public for your company can make you a lot more likable. Bloggers are ideally suited for this job.