Networked communication between companies and their customers

Two important drivers have come together in recent years:

  1. The mobility of the Internet
  2. The networking of communication, e.g. via social networks.

Both drivers together lead to the fact that the digital-affine target groups are networked everywhere and permanently.

Corporate Media means: Companies become media

In order to become part of networked communication with customers, companies must develop competencies that were previously typical for media companies. This includes Creating content, operating communication channels, communicating interactively.

SCHICKLER accompanies you on this path

We are the leading consulting company for media companies in the DACH region. The know-how on how to develop media processes and organisations is part of our core competence.

As a management consultancy for strategy and organisation, we complement the work of traditional communication agencies. We create the conditions in the organisation, the agencies supply the content and operate channels. Our services cover the areas of strategy, processes and organisation.

Our range of services for corporate media

Corporate Media Strategy

Corporate Media – Strategy (organisational view): We usually carry out this part of the project in cooperation with a communications agency. Together, we derive a concrete corporate media strategy from the company’s communication strategy. Our focus is on identifying the organizational prerequisites for implementing the strategy.

Strategic status analysis: From a strategic perspective, we compare your current measures with the requirements of the strategy. The result is an overview of the most important focal points and fields of action for your company.

Organisational target image: With our experience, we are already in a position to develop a target image for your future organisation in the strategy phase. It becomes clear how networked communication and media work is possible in your company without changing the basic structure of the company organisation.

Corporate Media Processes

Increasing efficiency: Very often we find starting points in the organisation to reduce costs in communication work. The causes often lie in the lack of integration of communication functions and processes, duplication of work, lack of synergies and adequate support by IT systems. Our goal is to finance investments in the future by improving the efficiency of the present.

Integration: The integration of processes is one of the most important levers for networked, effective and efficient corporate media work. The model is again set by the media companies, which can create, edit and distribute content via various channels in their processes almost in real time. We will redesign your business processes with the experience of the leading media companies.

System selection and implementation: Efficiency and effectiveness in corporate media functions depends heavily on professional system support. Many companies decide to implement digital asset or content management systems. Schickler supports the development of the target process and the requirement profile as well as the system selection and the professional introduction of a digital asset or content management system.

Corporate Media Organization

Desk organization: More than 20 years ago, SCHICKLER introduced the first desk organization in a media company. You can benefit from this experience. Schickler has developed the corporate media communication desk model and has many years of experience in setting up editorial content and production structures.

Introduction of control instruments and processes: A corporate media organisation is only as good as its management. We derive KPIs and control instruments for your communication work from the strategic target figures and support you in their introduction.

Filling key qualifications and top positions: SCHICKLER runs its own personnel consultancy for media positions. If you want to strengthen your position in the media sector, we are your first point of contact. Our personnel consultancy knows the media industry better than almost any other personnel consultancy and can assess where to look for the right key personnel for you and according to which criteria you should make your selection.

Corporate Media Glossary

Corporate Media: A by now established term for corporate communication 4.0. It encompasses all communication and marketing activities of companies in the digital world.

Paid Media: Includes all paid advertising on external channels (e.g. advertisement in daily newspapers, banners on external websites, etc.).

Owned Media: Describes all publications (corporate publishing) that a company creates and publishes itself.

Earned Media: Includes all independent editorial publications about a company that are published without a direct order from the company.

Crossmedia: Describes the networked use of different communication/advertising channels in the context of communication and marketing activities. In particular, the coordinated use of offline and online channels is much discussed in this context.

Corporate Newsroom: Organizational model for the efficient control of networked communication activities in companies. The newsroom or news desk is a tried and tested organizational concept in the media industry.

Integrated communication: Ensuring the content and formal coordination/networking of all communication measures within a company. In practice, this often represents a major challenge due to the numerous measures/channels, high volume of data and different responsibilities.

Storytelling: In corporate media, storytelling is a form of advertising that ideally does not advertise the product itself, but tells a story about the product that is emotionally charged and often rich in images. This leads to a paradigm shift away from “brand-centered” stories towards “customer-centered” ones. See also here…

Customer Journey: Describes the “journey” of a customer from the first contact with a brand, service or product to the actual purchase or use of the service. This is associated with the assumption that a uniform image of the brand should be conveyed at all stations and that the journey should be as pleasant as possible so that a purchase is made.

Content strategy: A content strategy regulates the deliberate and efficient handling of (digital) content in corporate communications. The content strategy ensures a uniform appearance and a meaningful sequence of the publications of an organisation, which ultimately convey a uniform brand image.

Touchpoints: Designates all points of contact between consumers and a brand.

Touchpoint management: Ensures that all touchpoints are networked in such a way that the customer journey is as positive as possible and that the customer receives a uniform and positive impression of the brand at all points of contact.

Brand communication: umbrella term for all communication activities aimed at creating a uniform brand image, i.e. corporate identity.

360-degree communication: Sending communication messages via various channels. Today, those responsible for communication rather strive for integrated communication, in which channels are played specifically with a view to the different target groups.

Corporate publishing: umbrella term for journalistic and periodic corporate communication with its own media (see Owned Media).

Digital communication: Communication that takes place with the help of digital media, e.g. on the Internet via social media channels, email or video platforms etc. The transition from the analogue world to digital communication is also referred to as digital transformation.

Corporate Management System: Software for the collaborative creation, editing and organization of content. A uniform CMS or coordinated interfaces between different systems facilitate the integrated communication of the company.

Digital transformation: Identification of the effects of digitalization on existing business models. Often not only individual functions and business areas are affected, but the entire value chain. Digital transformation uses the potential of the integration and implementation of new technologies as an opportunity to change existing business models.