#Corporate Newsroom is a question of mindset

Mediamoss Newsroom Model English Christoph Moss

The Corporate Newsroom Model. Source: Christoph Moss 2016

Breaking down barriers, controlling topics, creating transparency in communication and effectively targeting different audiences is critical to today’s successful organizations. Establishing a Corporate Newsroom is the answer!

This requires organizations to adapt their mindsets from the traditional models of media management, and embrace a model where topics and media channels are separated and managed independently via the establishment of a strong strategic control center. The control center disseminates information across multiple media channels to a dispersed number of target groups.  

Established by Christoph Moss, Mediamoss are the leaders in inititating and supervising your Corporate Newsroom from the very beginning. Our approach has turned out to be very effective, and we have a great track record of managing projects for clients including Siemens, Fraport, Swiss Life and DATEV.

Siemens Newsroom has been one of the biggest projects of its kind in business communication. 

Social media has revolutioned the way in which companies have to manage their channels. Journalists and customers, shareholders and product fans and influencers have a common interest in the product or in the enterprise itself. The emergence of these disparate groups motivated Porsche to establish a virtual Newsroom. The Porsche Newsroom is not only made for journalists, bloggers and online multipliers. It is also created for everyone else who is interested in the brand.

Marco Leeuwerink: Why is the Newsroom helpful for the Dutch police?

Marco Leeuwerink Experte Newsroom Mediamoss

People’s consumption of media is increasing and the number of channels is growing drastically and enterprises should be able to cope with the changing media demands. Today everybody within a business, and external to business can become an influential communicator. We want to help you be ready to adapt to the communication environment.

A Corporate Newsroom is a lot more complex and more complicated than traditional journalism, but also a lot more exciting!

Our conventional communciations structures are quickly reaching their limits. Who wants to discuss the communication and marketing personnel’s areas of responsibility nowadays? Which department still weighs up the meaning of media relations versus product PR? Who wants to be accountable for giving all responsibility for social media to the IT?

Furthermore, businesses are feeling the squeeze of having to lead their message as far as possible by only using integrated communication, storytelling and content marketing. With limited resources additional channels cannot be created randomly. In this context it is inevitable that businesses are questioning the structure and strategy of their communication.

On the other hand, one can clearly see the fear of change that comes along with the concern of losing control. This issue can only be solved by an involvement of all parties in the new concept. If no common participation can be granted the company risks to compromise due to internal house policy.

Not everything that has Corporate Newsroom on the cover is actually about Corporate Newsroom

On the long run communication is only controllable if the enterprise manages to put content not functions into the centre of organisation by using a well-structured entity for communication.

Mediamoss will support the launch of your Corporate Newsroom – no matter if it is digital or real.

  • preparatory phase
  • communication design phase
  • implementation phase

During all phases you and your employees will be needing professional support. The introduction of a Newsroom is a change project which will take a few months. The analytical work will be part of the project such as the creation of change objectives and the actual implementation of the new strategy. Throughout the whole process technical and structural questions are likely to arise. Our experts will help you to inform your employees regularly and to introduce them to new tasks. Please feel free to contact us!

Communicating 24 hours a day

Facebook, Twitter, Instagram, Snapchat or Youtube – without these communication would be inconceivable nowadays. Many companies have noticed that the variety of social media channels should not be ignored and trust in a partnership with mediamoss. We are taking care of your online platforms and support you as community manager. We create trend scout reports and organize blogger relations – tailored to your individual requirements. Social media needs to be supervised 24-7 in order to respond to your worldwide customers’, journalists’ or fans’ comments. Consequently, social media monitoring is essential for watching all external influences on our channels.

With you we are developing an editorial schedule and make sure that you will be talking no matter whether it is early in the morning or nighttime. We are therefore developing a concept for your Social Media Newsroom and supervise all relevant channels. If your business is operating internationally we will adapt to your worldwide working hours. Whether you need support with your online communication in Asia or the USA: We have an overview of your texts and copyread them – even at night or on the weekend.

Content marketing or storytelling – the subject matters. Properly written posts are not enough if they are not part of an outstanding story. Furthermore, layout, text, thematic focus and form of presentation are spices that complement the perfect story.

In the production process of your content we are working in accordance with the rules of journalism – in the form of magazines, press releases or newsletters. We also adjust your content to your specific needs and do not only write in German or English but also in French, Hungarian, Polish, Czech or Slovak – just like we do it in Nagelneues, the corporate magazine of the international logistics company Nagel-Group.

Therefore, we mix decades of editorial experience with young spirit. Christoph Moss, founder of mediamoss has worked for Deutsche Bank and for stations and newspapers in Dusseldorf, Passau, Dresden, Dortmund, Brussels and Paris. He was editor in charge at Handelsblatt and used to be the head of the journalism school Georg von Holtzbrinck Schule für Wirtschaftsjournalismus. Our editorial team consists of experienced writers, layouters and project managers – but also of young social media editors. This team would be happy to support you with your business communication. Around the globe. Around the clock.

Strategic consulting

“Nobody notices us anymore” or “Our customers have a misleading picture of the company.” Sentences like these show, why strategic business communication consulting is needed. We support you twenty-four hours and support you with your daily marketing activities. On the basis of a detailed analysis of your current situation, we develop a suitable communication strategy for your business. We are seeing ourselves as sparring and discussion partner who is finding solutions together with you.

Positioning, crisis, Social Media, CSR – many topics belong to strategic consulting. We distinguish between five phases of applied business communication:

  • Status Quo
  • Target groups and target impact
  • Creative core idea
  • Instruments
  • Implementation and evaluation

We put great emphasis on the analysis because it is necessary for us to see how we can help you. If needed we apply scientific methods such as market research, focus groups or surveys. On this basis we are developing a business communication concept for you in order to have a clear instruction manual for the years ahead.

We also help you if unpredictable catastrophes happen. We have supported the city of Warstein, location of the company headquarters of Warsteiner breweryas one of the biggest legionella crises in the history of Germany occurred in 2013. Two persons died, 159 persons fell ill. The consequences were lots of media attention which led to a drastic reputational damage. Together with IHK Arnsberg and the regional business promotion we have supported the city during some dramatic weeks. In many public events we have created a communication concept to increase the image of the city permanently. Just a few weeks after the implementation of the crisis communication concept the general mood switched from worried to hopeful at the New Year’s reception of Warsteiner brewery. Tenor: Warstein is back!

During our strategic consulting service we are taking advantage of all useful opportunities: Obviously workshops, seminars and coaching events are included into the procedure. This is how we are practising the right demeanorin front of the camera with your executives for example. We are helping you when you have to hold a speech in front of a large audience. We prepare you for the next press conference.

Do not hesitate to ask for help at Mediamoss! We will always treat your enquiry confidentially.

Newsroom Study: Companies want to overcome silos

What do companies expect from introducing a Newsroom? A recent study by the Brand & Retail Management Institute @ ISM in cooperation with the newsroom agency Mediamoss examined these questions. 172 communication and marketing managers from Germany, Austria and Switzerland took part in the survey.

Two out of three respondents see the Newsroom as „a spatially combined control unit for corporate communications. There are separate responsibilities for topics and channels“ (66.9 percent). The number of those who think primarily of a virtual newsroom or a website is significantly lower (12.8 percent). A good half of those surveyed already work in a Newsroom system or plan to introduce it within the next year (53.8 percent). „The Newsroom system has become a very important topic in the companies,“ say the authors of the study, Christoph Moss, Arne Westermann and Mijka Ghorbani.

40.8 percent work in an open-plan office or have an architecturally delimited room for the Newsroom. The most important communication disciplines are public relations (81.5 percent), internal communication (73.2 percent) and marketing (59.3 percent). „It is very clear that the trend towards content marketing is allowing the historically separate disciplines of communication and marketing to grow together,“ the scientists say.

Integrated communication across all channels and media as well as One Voice Policy are therefore also the most important goals that respondents associate with a Newsroom. Rigid structures and silo thinking are the main obstacles. „The Newsroom requires a radical rethink: moving from channels to topics,“ 55 percent of respondents say. The statement „The newsroom overcomes silo thinking and creates synergies between departments“ meets with full approval from 51 percent.

„Newsroom is a question of mindset. The respondents see it as a chance for rethinking and renewal,“ the authors of the study say. „The question is no longer whether companies want to introduce a newsroom, but when and how.“ 

The survey was conducted from June 2019 to September 2019 in Germany, Austria and Switzerland. If you are interested in the study, we will be happy to send you a summary of the results. Please send an e-mail to: newsroom@mediamoss.com.