Hamburg/Munich, May 23, 2013. Corporate video, social media and content marketing open new possibilities to companies for getting in touch with their target audiences. In today’s digital world, the communication channels of different departments merge, be it communication, product management or HR. Furthermore, dialogue is mandatory. When annoyed customers complain via facebook or when candidates ask questions on career sites, they not only expect answers, but also shape the corporate image. All three effects – variety of channels, merging channels across organizational boundaries and two-way-communication with target groups – create complexity. How can you effectively and efficiently achieve your communication goals anyway? Organization and processes are key.
In this respect, you can learn a lot from media companies. They have been demonstrating for a long time how content creation and distribution can be organized. As a focal point of content production, the newsdesk has proven its worth. Based on this model, we recommend that corporate media organizations should establish corporate newsdesks. At a corporate newsdesk, communication concepts are developed, content is coordinated, processed and distributed across all channels.
Organizationally the Newsdesk includes features such as content creation, technical production and channel management. Large companies create positions such as a Chief Content Officer, who manages the newsdesk. Defined business areas, such as marketing, sales or HR, send representatives to the newsdesk. In any case, the concept must be tailored to the specifics of the company.
The introduction of a newsdesk should be organized in several steps. Strategy is always the first step in order to define the overall communication goals, the target groups and focus channels. The next steps are the determination of the current processes and the costs and then the new concept. Responsibilities, content, formats, systems – everything needs to be clarified. When the organizational concept has been developed, when the positions have been defined and staffed, a thorough implementation support is needed in order to overcome possible obstacles and to make the change not only successful, but also sustainable.
by Rolf-Dieter Lafrenz, partner at SCHICKLER Consulting
The original German version of this text was published in the magazine "Update".