Corporate Newsroom: Your agile role model

Success or failure of transformation is determined by communication. In this context, the organizational structure of communication also plays an important role. We therefore recommend to set up what is usually called a Corporate Newsroom. From there, all small and large change projects can be managed centrally and effectively in terms of communication.

If it is not yet in place in your organization, we can help you design such a »Topic Setting Centers« as we would rather call it. It combines all departments that are relevant for the corporate’s internal and external communication. Like in a modern media house, interdisciplinary teams plan topics & stories and distribute content across the company’s media channels.

That’s why every Corporate Newsroom is a role model for tearing down any silo mentality and for an agile organisation as such. We set up the first newsroom in 2012.

In the Topic Setting Center, the topic managers first identify relevant subjects. Then they develop exciting and engaging stories based on a journalistic approach. In addition, they collaborate with content creators.

The channel managers on the other hand adopt the stories for their specific media channels, track them and collect feedback from the different audiences.

The stories certainly need to be aligned with the company´s overall strategy, objectives, ambitions. Monitoring this is the responsibility of the strategy team and the editor-in-chief. Among other tings, he or she approves any content and chooses the channels.

The organisational structure is aligned with its function (see graphic). To ensure that collaboration runs smoothly, digital tools to create, manage, and distribute content as well to measure performance are also required.