Quotation Seiffert-Brockmann, Jens, Einwiller, Sabine, Ninova-Solovykh, Neda, Wolfgruber, Daniel. 2021. Agile Content Management: Strategic Communication in Corporate Newsrooms. International Journal of Strategic Communication. 15 (2), 126-143.




Corporate communication increasingly evolves into newsroom-like forms. In such structures, traditional approaches of functional differentiation (i.e., internal coms, media relations, public affairs, etc.) give way to topic- and content-centered approaches to corporate communication. Megatrends like globalization, digitalization, mediatization, and the decline of journalism have facilitated these developments. This study provides insights on agile content management gathered from 32 semi-structured expert interviews with communication professionals working in 13 business organizations in Germany and Austria. Results indicate that on the strategic level, communication management reacts to rising communicative demands in organizational environments by implementing agile-like concepts in communication departments, which are content-driven and not based on departmentalized specialization. Accordingly, the importance of competent and largely autonomous content managers increases, with these experts subsequently serving as conductors of inclusive, collective storytelling that reaches far beyond the communication department, into every relevant stakeholder group. Thereby, business organizations cope with the challenges of increasing complexity in the information society of the 21st century.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal International Journal of Strategic Communication
Language English
Title Agile Content Management: Strategic Communication in Corporate Newsrooms
Volume 15
Number 2
Year 2021
Page from 126
Page to 143
Reviewed? Y
URL https://www.tandfonline.com/doi/full/10.1080/1553118X.2021.1910270
DOI 10.1080/1553118X.2021.1910270
Open Access Y
Open Access Link https://www.tandfonline.com/doi/full/10.1080/1553118X.2021.1910270


Seiffert-Brockmann, Jens (Details)
Einwiller, Sabine (Universität Wien, Austria)
Ninova-Solovykh, Neda (Universität Wien, Austria)
Wolfgruber, Daniel (Universität Wien, Austria)
Department of Foreign Language Business Communication DP (Details)
Institute for Communication Management and Media IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5917 Communication science (Details)
5920 Journalism (Details)
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