I like the idea in part but I would not have the company embrace it directly. It would only highlight their ineptness at company promotion and representation thus far. Having a shareholder do their job for them does not look good. It looks embarrassing.

However. Turn it around slightly and you have something. He could write up a story about it and try and sell it to a online blog or magazine that covers this stuff as an independent journalist. As long as he discloses he is a share holder so that its above board. Done right he could make a little money being a journalist, while promoting the company in a way that also gives some distance to the company so they don't look so desperate.