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2021 | OriginalPaper | Chapter

4. The Corporate Newsroom Model

Author : Christoph Moss

Published in: The Corporate Newsroom

Publisher: Springer International Publishing

Abstract

Breaking down barriers, managing topics and effectively targeting different audiences is critical to today’s successful organisations. Corporate communication faces the task of coping with the dramatic changes in the media. People’s consumption of media is increasing, and the number of channels is growing drastically (Nielsen 2020). Today everybody can become an influential communicator. People comment, upload a video or manage their appointments via smartphone. The historical model of mass communication (Maletzke 1963) is long outdated. Corporate communication cannot shut itself off from this. Enterprises should be able to cope with the changing media demands. They should establish a Corporate Newsroom (Desk-net 2019).

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previous chapter The Journalistic Newsroom as a Blueprint for Corporate Communications

next chapter Strategic Content Marketing in the Corporate Newsroom

Chandler, A. D. (1962). Strategy and structure – Chapters in the history of the industrial enterprise. Cambridge: The M.I.T. Press.

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Moss, C. (2019). Newsroom Study: Companies want to overcome silos. Retrieved August 1, 2020, from https://mediamossblog.com/2019/11/04/newsroom-study-companies-want-to-overcome-silos/

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Title: The Corporate Newsroom Model
Author: Christoph Moss
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_4