"The strategy forms the basis of social media management."

Mediamoss founder Christoph Moss teaches communication and marketing at the International School of Management. He is an expert in newsroom organization and developed the corporate newsroom model.

Prof. Dr. Christoph Moss is the managing partner of our partner agency Mediamoss GmbH. We asked him what role corporate newsrooms play for companies and why he relies on Scompler when selecting technology.

People are using media more than ever before. The number of channels and platforms is increasing almost explosively. Anyone can blog, tweet or comment. All of this is made possible by rapid technological progress. Companies are faced with the important task of mastering the digital media transformation. The reason for this is easy to understand. Conventional structures quickly reach their limits. Communication and marketing need the perfect organization: this is precisely why we developed the corporate newsroom model.

The newsroom begins in the mind. It is therefore a question of attitude. In fact, companies still have to live with many obstacles today: rigid structures and silo thinking, a lack of or weak change management, a lack of infrastructure, no willingness on the part of employees to take responsibility or a lack of planning tools - to name just a few examples.

If you want to introduce a corporate newsroom, you need to be honest about your goals and obstacles. It is sobering: many messages that are sent to different target groups via different channels determine everyday communication. This is frustrating and incompatible with the requirements of digital communication. Worse still. These inefficiencies are expensive: have you ever realized how often you have commissioned external agencies several times at different prices? A corporate newsroom can help prevent these mishaps from happening in the first place.

"If everyone involved in the newsroom is to understand the strategy, they need support.

To do this, the newsroom needs a common system that efficiently manages all relevant departmental information.

Scompler can do that: it's strategic, easy to use, and visually appealing.

Content marketing is the order of the day. How else can you implement sustainable lead management? So if you want to be successful in marketing and communication, you have to produce compelling content. Only what is current and relevant is justified. Content marketing is not possible without professional topic management. Campaigns are only good if the target group perceives and understands them. Companies should therefore topics in terms of topics first. And only secondarily in terms of measures. The idea of the corporate newsroom picks up on precisely this thought.

Daily work in the corporate newsroom is based on topics. The newsroom develops a content strategy based on the company's communication strategy. This strategy defines the priorities against which topics are topics . Everyone involved must be familiar with and understand this logic. In this way, a newsroom becomes a self-confident control unit.

At Mediamoss, we support the development of a corporate newsroom from the very beginning. We have already successfully implemented this more than 100 times, for example at Merck, Fraport, Swiss Life Germany, and Siemens. With the corporate newsroom model, we have demonstrated that topics channels can be separated. And that this is successful. But not everything labeled a newsroom is actually a newsroom. Companies must truly want the change and get their teams on board. And we provide professional support. Introducing a corporate newsroom is a change project that takes several months. Analytical work is just as much a part of our project mandate as creating a target vision and the actual implementation. Technical and architectural issues run through the entire process. We help to keep the team regularly informed and to train everyone involved in the new tasks. And increasingly important: we repair failed newsrooms. We help where companies have been too impatient and have overwhelmed their teams.

If everyone in the newsroom is to understand the strategy, they need support. To achieve this, the newsroom needs a shared system that efficiently manages all relevant information within the department. Scompler can do this: it is strategic, easy to use, and visually appealing. It supports the principles of the corporate newsroom, such as sharing knowledge, promoting collaboration, creating transparency, and identifying obstacles in the process. Editors-in-chief in particular need a functional topic plan. This is because they use it to manage the work in the newsroom throughout the day. They need information about current and relevant topics, media production deadlines, platforms, and channels, as well as responsibilities within the team. Scompler does this excellently. That's why we've been working successfully with Scompler for years.

If everyone in the newsroom is to understand the strategy, they need support. To achieve this, the newsroom needs a shared system that efficiently manages all relevant information within the department. Scompler can do this: it is strategic, easy to use, and visually appealing. It supports the principles of the corporate newsroom, such as sharing knowledge, promoting collaboration, creating transparency, and identifying obstacles in the process. Editors-in-chief in particular need a functional topic plan. This is because they use it to manage the work in the newsroom throughout the day. They need information about current and relevant topics, media production deadlines, platforms, and channels, as well as responsibilities within the team. Scompler does this excellently. That's why we've been working successfully with Scompler for years.

If not now, then when? We are living in the midst of a digital revolution. Online dominates people's lives. We live in the world of LinkedIn, YouTube, and Instagram. Many people send. Many receive. Our communication habits are changing dramatically. Linear television, printed daily newspapers, and radio are fighting for their existence. In such a scenario, issue management becomes the decisive factor for success. 2022 and beyond.
Many thanks to Prof. Dr. Christoph Moss for this interview!
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