Thinking in terms of topics: The aim of the newsroom concept is to break down old ways of thinking and reorganize corporate communications. Astudyby theBrand & Retail Management Institute @ ISM in cooperation with the newsroom agency Mediamoss examined what companies expect to gain from this concept. A total of 172 communications and marketing managers from Germany, Austria, and Switzerland took part in the survey.
Think in terms of topics
Integrated communication across all channels and media, as well as a one-voice policy, are therefore also the most important goals that respondents associate with a newsroom. Rigid structures and silo thinking are the biggest obstacles in this regard. "The newsroom requires a radical rethink: away from channels and toward topics," say 55 percent of respondents. The statement "The newsroom overcomes silo thinking and creates synergies between departments" is fully agreed with by 51 percent.
But what exactly do companies understand by a newsroom? The results show that definitions vary:
- 66.9 percent of respondents understand the term "newsroom" to mean "a spatially consolidated control unit for corporate communications. There are separate responsibilities for topics and channels."
- Significantly fewer respondents (12.8 percent) understand the term to mean a virtual newsroom or website.
Basically, there is a clear trend toward introducing newsrooms as an organizational form. Already 53.8 percent of respondents work in a newsroom organization or plan to introduce one within the coming year. The most important communication disciplines are public relations (81.5 percent), internal communication (73.2 percent), and marketing (59.3 percent).
Where does this trend come from?
The answer lies in the effectiveness of the newsroom: companies typically evaluate the effectiveness of their newsroom activities using channel-specific KPIs (59.7 percent) and media response analyses (46.5 percent). A common effect is the positive response to offers of dialogue (39.6 percent). In addition, a more open corporate culture (37.4 percent) and a positive mood among employees (34.1 percent) are frequently cited effects of a newsroom.
Structure is important – as the communications and marketing managers surveyed in the study are well aware. Companies therefore use a variety of tools in their newsrooms to ensure their corporate communications are organized efficiently. The most important tools are the conference system (65 percent) and the topic plan (61 percent). Many of those responsible also mentioned other tools such as workshops, editorial systems, content concepts, and sample processes. In order to further improve results, a large proportion hold meetings weekly (84.1 percent) or even daily (42.4 percent). Forty-three percent of those surveyed also hold the position of managing editor.
We can draw several conclusions from these findings:
- The newsroom begins in the mind. Respondents see this as an opportunity for rethinking and renewal.
- The newsroom has arrived in companies. It is no longer a question of whether a newsroom will be introduced, but when.
- Don't underestimate the impact of solid change management. Anyone setting up a newsroom should take their time and be patient.
Yours, Christoph Moss
