Efficiency and Effectiveness: Controlling in the Corporate Newsroom

Lara Behrens (), Christoph Moss () and Niklas Stog ()
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Lara Behrens: Mediamoss GmbH
Christoph Moss: Mediamoss GmbH

Chapter 6 in The Corporate Newsroom, 2021, pp 67-90 from Springer

Abstract: Abstract The theoretical advantages of the Corporate Newsroom model are obvious: centralised topic development enables more consistent external communication with a more efficient internal use of resources. At the same time, the introduction of the Corporate Newsroom is linked to an internal change within the company. This threatens traditional thinking of various communication disciplines such as classic public relations (PR), advertising and online marketing. In order to counteract the resistance of these stakeholders, the company management should be involved in the introduction of the Corporate Newsroom early on. This support from top management can only be guaranteed, however, if the theoretical added value of the Corporate Newsroom can be quantified.

Date: 2021
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DOI: 10.1007/978-3-030-67642-1_6

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