Corporate newsroom : steering companies efficiently through communication

Table of Contents: 1: "There will never be a Newsroom." --The discussion Part I: Theoretical basics 2: Integrated Communication in the Corporate Newsroom as a contribution to enterprise value 3: The journalistic Newsroom as a blueprint for corporate communications 4: The Corporate Newsroom mode 5: Strategic Content Marketing in the Corporate Newsroom 6: Efficiency and effectiveness: Controlling in the Corporate Newsroom 7: The dissemination of Corporate Newsrooms in practice: empirical studies 8: The Digital Shop Window: The Social Media Newsroom as a Communicative Hub Part II: Case studies 9: Case study DATEV: The introduction of a Corporate Newsroom as a change project 10: Case study Dutch National Police: Building trust with a Corporate Newsroom 11: Case study R+V Insurance: Meeting new challenges with a Corporate Newsroom 12: Case study Swiss Life Germany: The Corporate Newsroom as a motor of digitisation

The book shows in the first part discusses the different theoretical approaches of communication and the corporate newsroom model. Special emphasis is given to efficiency and effectiveness as the main pillars of this strategy. The second part presents case studies to illustrate how the corporate newsroom system can be used in the communication departments of organisations. The authors discuss real life examples from Swiss Life Germany and the Dutch Police among others and show how the corporate newsroom method impacted communication strategies and results in these organisations. This book will be of interest not only for PR professionals but also for marketing specialists and business leaders trying to bring corporate communication to the next level.