What are the benefits and risks of having individuals self-publish?

One person can now accomplish tasks that once required additional resources --such as designing a
brochure. It is also easier to reach a big audience through fax, e-mail, and the Internet. The
downside of self-publishing is that not everything is worthy of publication. Sometimes sites are used
for cybersmears, the use of the Internet to attack the integrity of an organization and/or its products
and services. In many situations, online content does not go through the same editorial scrutiny as
printed materials do. This is dangerous, because a website can reflect upon an organization just as
much as printed materials -- and can be accessed globally.