Good question. I don't think there is one right answer here. A worker proposal in a delegated proof of stake cyrptocurrency like Bitshares could elect someone to handle the account and give such person posting privileges with limited authority to post news and updates perhaps. In the interim, there are so many cryptocurrencies that are centralized and just have a token. Also, steem may implement multi-signature in a future hard fork for businesses to operate under. My two cents...