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2021 | OriginalPaper | Chapter

2. Integrated Communication in the Corporate Newsroom as a Contribution to Enterprise Value

Authors : Christoph Moss, Niklas Stog

Published in: The Corporate Newsroom

Publisher: Springer International Publishing

Abstract

If you want to be successful in marketing and communication, you have to be able to manage topics. In reality, however, many companies are stuck in traditional structures (Moss 2019). Accurately drawn up organisational charts document the classification and hierarchical levels of collective bargaining agreements. The question of whether employees work in a single or two-person office can be more important than content requirements or current topics. In such rigid structures, day-to-day business is often marked by permanent conflicts over responsibilities and budgets. The desire to send out uniform messages and speak with one voice seems hardly feasible under such conditions (Moss 2014).

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previous chapter “There Will Never Be a Newsroom”: The Discussion About Topic-Oriented Control in Corporate Communications

next chapter The Journalistic Newsroom as a Blueprint for Corporate Communications

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Title: Integrated Communication in the Corporate Newsroom as a Contribution to Enterprise Value
Authors: Christoph Moss
Niklas Stog
Publisher: Springer International Publishing
Book: The Corporate Newsroom
Print ISBN: 978-3-030-67641-4

Electronic ISBN: 978-3-030-67642-1

Copyright Year: 2021
DOI: https://doi.org/10.1007/978-3-030-67642-1_2