Future of Corp Comms: The Virtual Newsroom

Patrick Püntener
15.01.18 09:15

Transform your communication strategy to make it more agile, more efficient, more effective, more customer-focused and more dialog-oriented. With our integrated approach, we help you to improve your processes, transform the organization and get the right tools.

The increasing digitalization is continuously changing the communication requirements of the various stakeholders and audiences, increasing the challenge for communication departments to provide relevant content. One approach to do so is to empower your communicators and communication teams by connecting them through a virtual newsroom where all content is moderated according to globally agreed rules known by everyone and supported by a digital service. This allows you to better cope with increased requirements regarding agility, speed, relevancy and dialog. At the same time, you improve your capability to manage communications across all channels despite the increasing complexity.

A central element of a virtual newsroom is that communicators are always in sync regarding their communication plan and the current news situation. They act independently yet aligned with the company’s communication policies and are in a position to overrule their own agenda, if necessary or if they would like to seize short term opportunities or involve themselves in an ongoing debate.

You will see your communications shift from a target group-oriented model towards topics and media competency, where the emphasis lies on the preferences of your audience and a storytelling focusing on current topics. Instead of speakers and communications specialists your roles will be managing topics and channels. Your topic managers will be responsible for the networked communication of their dossiers across all target groups, whether it be the press, employees or the public. Your channel managers accompany your topic managers in order to optimize the channel-specific implementation of the communication and to ensure a high quality in their channel. With these two new roles we acknowledge that the different requirements between target groups vanish, while the need for relevant, high quality content and user friendly communication channels strongly increase.

As a consequence, our virtual newsroom concept follows a “public first” approach for professional storytelling, which means to make as much content as possible available to all target groups. Our cloud service “Condense” is a content authoring and curation tool, where target groups, topics, channels and relevancy rules can be defined for all content alike, such as news, knowledge articles, people portraits, forms, surveys and other.

Condense allows you to communicate through traditional channels, such as employee information, public relations or customer newsletters, but comes as an open platform that can be used for any kind of communication through any kind of channel. This greatly simplifies collaboration between your content creation and marketing teams.

An important technical aspect of a virtual newsroom is its capability to govern topics (such as thought leadership topics) according to common rules that can be implemented in a platform and thus enforce your communication strategy. At the same time, seamless integration of the newsroom with other aspects of your workplace and even social media channels that go beyond your company enables you to deliver solutions for new requirements and work styles in your organization. All these aspects lead to an optimization of your communication processes and enables you to better analyse and monitor your communication. All with the goal, to increase your impact and deliver a measurable added value for your organization.

 

The virtual newsroom follows 5 top communication trends

Trend 1: Multi-channel communications based on relevancy, competency and convergence

The virtual newsroom helps you to organize your communication around topics instead of target audiences

Trend 2: Digital natives react on content only if it matches their interests

Storytelling, our public first approach and our ability to let the user decide what content he wants to get helps you to reach new generations with individual requirements

Trend 3: Speed and timing are key

Easy to use content creation tools combined with an efficient publishing process drastically reduce the time required to communicate

Trend 4: A picture/video is worth a thousand words

The capability to seamlessly integrate any media in your communication helps you to make your content attractive and adapted to changing communication styles

Trend 5: Analyse what happens today to know how to communicate tomorrow

Analytics tools are increasingly important to predict tomorrow’s needs or your audience and change your communication style to meet them

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