We are so happy! Our new book is out. Thank you Springer International for collaborating on this project.
This book will be of interest not only for PR professionals but also for marketing specialists and business leaders trying to bring corporate communication to the next level.
The first part discusses the different theoretical approaches of communication and the corporate newsroom model. Special emphasis is given to efficiency and effectiveness as the main pillars of this strategy.
The second part presents case studies to illustrate how the corporate newsroom system can be used in the communication departments of organisations. The authors discuss real life examples from Swiss Life Germany and the Dutch Police among others and show how the corporate newsroom method impacted communication strategies and results in these organisations.
Thank you very much for supporting us: Niklas Stog, Mona Sadrowski, Lara Behrens, Mirko Lange, Dominik Ruisinger, Christian Buggisch, Ghaida Al-Warith, Marco Leeuwerink, Grischa Brower-Rabinowitsch, Kilian Wichmann and Maximilan Heiler.
Corporate Newsroom is independent of size. Newsroom is a question of mindset.
Breaking down barriers, creating transparency in digital communication and effectively targeting different audiences is critical to today’s successful organisations. Establishing a Corporate Newsroom is the answer!
This requires organisations to adapt their mindsets from the traditional models of media management, and embrace a model where topics and media channels are separated and managed independently via the establishment of a strong strategic control center. The control center disseminates information across multiple media channels to a dispersed number of target groups.
People’s consumption of media is increasing and the number of channels is growing drastically and enterprises should be able to cope with the changing media demands. Today everybody within a business, and external to business can become an influential communicator. We want to help you be ready to adapt to the communication environment.
A Corporate Newsroom is a lot more complex and more complicated than traditional journalism, but also a lot more exciting.
Our conventional communciations structures are quickly reaching their limits. Who wants to discuss the communication and marketing personnel’s areas of responsibility nowadays? Which department still weighs up the meaning of media relations versus product PR? Who wants to be accountable for giving all responsibility for social media to the IT?
Furthermore, businesses are feeling the squeeze of having to lead their message as far as possible by only using integrated communication, storytelling and content marketing. With limited resources additional channels cannot be created randomly. In this context it is inevitable that businesses are questioning the structure and strategy of their communication.
On the other hand, one can clearly see the fear of change that comes along with the concern of losing control. This issue can only be solved by an involvement of all parties in the new concept. If no common participation can be granted the company risks to compromise due to internal house policy.
Not everything that has Corporate Newsroom on the cover is actually about Corporate Newsroom
On the long run communication is only controllable if the enterprise manages to put content not functions into the centre of organisation by using a well-structured entity for communication: The Corporate Newsroom.
Christoph Moss is a professor for Communication and Marketing at the International School of Management in Dortmund. He was deskchef in the newsroom of the German business newspaper Handelsblatt. With his consulting company Mediamoss he has implemented more than 100 Corporate Newsroom projects – for example at Siemens, Fraport and Swiss Life Germany.
Christoph Moss (Ed.) (2021):
The Corporate Newsroom
Steering Companies Efficiently Through Communication,
Springer International Publishing, Heidelberg, 158 pages