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Published in:
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
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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).