Building a Corporate Agenda: Balancing Business Goals and Stakeholder Interests in Topic-Based Corporate Communications

Alena Kirchenbauer
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Alena Kirchenbauer: Stuttgart Media University

A chapter in Mastering CommTech, 2025, pp 255-267 from Springer

Abstract: Abstract This chapter examines the growing importance of content-based approaches in corporate communications and proposes a theoretical framework for topic-based communication strategies. It aims to bridge the gap between communication goals derived from business objectives and stakeholder interests, facilitated by CommTech-based evaluation and topic- and segment-based communication approaches. This is particularly important as the corporate media landscape becomes more diverse and digital. The increased focus on online communication channels offers more opportunities in terms of 24/7 360-degree monitoring activities in the sense of Predictive Communication Intelligence, but also in terms of digitally mapping and tracking stakeholder interests throughout their journey.

Keywords: CommTech; Digital transformation; Stakeholder communication; Corporate agenda; Topic management (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-031-90302-1_12

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DOI: 10.1007/978-3-031-90302-1_12

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