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Corporate Newsroom: Your agile role model

Success or failure of transformation is determined by communication. 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.

We design and implement such »Topic Setting Centers« as we would rather call them. They combine all departments that are relevant for a 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.

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The Topic Setting Center Mindset

Unlike a classic media newsroom, a Topic Setting Center does neither generate news nor does it have to be located in a single room.

Rather, a Topic Setting Center or Corporate Newsroom is characterised primarily by an interdisciplinary team with a collaborative, topic-centric mindset and team spirit.

No matter where the team members actually work, each of them has the same situational picture of the topic architecture (topics – stories – content) in real time.

Topics first: The Corporate Newsroom Scheme

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.

Digital Tools for Corporate Newsrooms (choice)

Corporate Newsroom Audio Production

Corporate Newsroom Video Production

Corporate Newsroom Text Production

Most significant benefits of a Topic Setting Center

A Corporate Newsroom can help build trust and credibility with stakeholders. This can lead to a stronger brand reputation, which can help attract new customers, investors, and employees.
By responding quickly and transparently to issues, a Topic Setting Center can help mitigate damage and maintain stakeholder trust – especially in a transformation.
Its high-quality content can help engage stakeholders and build a community around the company’s brand – followed by increasing loyalty & advocacy.
A Corporate Newsroom can help ensure that the company’s messages are heard and shared with a wider audience.

Establishing a Corporate Newsroom is a Change Management Project

Establishing a Corporate Newsroom requires a professionally managed cultural change process. We are specialized in this, by involving those affected as early as the design phase. Through professional change management, we succeed in significantly reducing fears and reactance and creating acceptance for the Topic Setting Center among the employees.

Our Change Management Services

In a nutshell: Transformation communications with a Corporate Newsroom

Developing a strategy

Together with the newsroom team and top management representatives we develop a comprehensive change communications vision, narrative, and strategy. With our outside perspective we might identify some controversial aspects of the planned transformation.

Bringing narrative to life

In addition, we support the corporate newsroom team to bring the transformation strategy and narrative to life. We therefore generate multimedia storytelling, and design, plan and moderate engaging dialogue formats like all hands forums or town hall meetings.

Doing feedback surveys

A critical component of effective transformation communications is feedback from employees. It helps us to refine communication strategies. Together with the Transformation Office and the newsroom team, we set up such surveys on a regular basis.

Featured Insights

viadoo Success Story

Breaking silos and setting up a Corporate Newsroom for over 500,000 stakeholders

How a non-profit organisation with over half a million members overcame its silo structure and set up a corporate newsroom. Through professional change management, we succeeded in significantly reducing fears and reactance. We are familiar with implementing newsrooms since 2012.

viadoo WhitePaper

Practical tips on structures and processes of a Virtual Corporate Newsroom

Changement Handelsblatt Corporate Newsroom

In this whitepaper, we provide practical tips on agile structures and processes of a Virtual Newsroom. The content is based on an article written by viadoo co-founder Dr. Dominik Faust. He had published it in the magazine »changement!« of Handelsblatt Media Group GmbH.

Download now (GE)

viadoo Blogpost

Lessons Learned from Volkswagen’s Corporate Newsroom »The Bridge«

The corporate newsroom is a modern way of integrated communication. However, at Volkswagen AG, its introduction initially failed. Then Michael Manske, Niko Thorke and Naïs Graswald from CEO Comms made a new attempt and launched the newsroom »The Bridge«. What we can learn from this.

Read Blogpost (GE)

Let's talk about it!

Are you planning to set up a Corporate Newsroom? Do you have some issues with your existing Newsroom? Then don’t hesitate to contact us for an initial non-binding call. Please feel free to either send us a line or make an appointment that fits your calendar:

Send us a short message:

OR make an appointment:

OUR LOCATION

Greater Munich Area, GERMANY

DROP US A LINE

connect@viadoo.eu

CALL US

+49 160 9204 6294

Corporate Newsroom: Your agile role model

The Topic Setting Center Mindset

Topics first: The Corporate Newsroom Scheme

Digital Tools for Corporate Newsrooms (choice)

Most significant benefits of a Topic Setting Center

Establishing a Corporate Newsroom is a Change Management Project

In a nutshell: Transformation communications with a Corporate Newsroom

Developing a strategy

Bringing narrative to life

Doing feedback surveys

Featured Insights

Breaking silos and setting up a Corporate Newsroom for over 500,000 stakeholders

Practical tips on structures and processes of a Virtual Corporate Newsroom

Lessons Learned from Volkswagen’s Corporate Newsroom »The Bridge«

Let's talk about it!

Send us a short message:

OR make an appointment:

OUR LOCATION

DROP US A LINE

CALL US

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