The Corporate Newsroom Model

Christoph Moss ()
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Christoph Moss: International School of Management

Chapter 4 in The Corporate Newsroom, 2021, pp 27-47 from Springer

Abstract: 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 The historical model of mass communication (Maletzke 1963) is long outdated.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).

Date: 2021
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DOI: 10.1007/978-3-030-67642-1_4

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