"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.

Anyone looking to implement a corporate newsroom must be honest with themselves about their goals and obstacles. It’s sobering: Day-to-day communication is dominated by numerous messages sent to different target audiences through various channels. This is frustrating and incompatible with the demands of digital communication. Worse still, these inefficiencies are costly: Have you ever considered how often you’ve hired external agencies multiple times at varying rates? 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 run successful marketing and communication efforts, you have to produce compelling content. Only content that is current and relevant is worthwhile. Content marketing isn’t possible without professional topic management. Campaigns are only effective if the target audience notices and understands them. Companies should therefore focus first on topics and only secondarily on specific actions. The concept of the corporate newsroom embodies precisely this idea.

The day-to-day work in the corporate newsroom is guided by topics. Based on the company’s communications strategy, the newsroom develops a content strategy. This strategy defines the priorities against which topics is evaluated. Everyone involved must be familiar with and understand this logic. In this way, the newsroom becomes a self-assured management 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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