Agile Content Management: Strategic Communication in Corporate Newsrooms

Figures & data

Table 1. Theme hierarchy at Siemens

Head of Corporate Communication	Core theme	Sustainability
Theme owner	Main themes	Environment			People & Society	Responsible business practices
Project leader	Sub-themes	Decarboni-zation	Conservation of resources	Product stewardship	Health manage-ment	Sustainable supply chain
					Safety	Compliance
					Diversity	Human rights
					Education
					Corporate Citizenship
					Arts and culture
Team member	Communication measures	Siemens’ Climate Change Position Paper	Sustainability Information 2019	Sustainability Information 2019
Team member		Video “Mapping the journey to a CO2 free future”	The “Serve the Environment” Program	The “Product Eco Excellence” Program
Team member		Article: “Partnering for impact: achieving the SDGs”	Smart Waste Management	Chemical Management
Team member		Siemens is going carbon neutral	Responsible water management	Ecological footprint

Table 2. Grouping of companies in terms of agility

Newsroom light (less agile)	Corporate newsroom (more agile)
FS1_AUT	HT1_GER
PS1_GER	TP1_GER
CI1_GER	TP2_GER
TE2_GER	TE1_GER
CG1_GER	CC1_GER
CC2_AUT	PT1_GER
	TP3_AUT

Note: Companies in table have been anonymized.

Table 3. Frequency of agile dimensions

Newsroom light (less agile)	Corporate newsroom (more agile)
Trial and error (15)	Flat hierarchies (21)
Taskforces (7)	Trial and error (20)
New forms of work and new structures (7)	Autonomy/self-reliance (16)
Flexibility (6)	Flexibility (11)
Autonomy/Self-reliance (5)	Taskforce(s) (8)
Speed (4)	New forms of work and new structures (7)
Adaptability (3)	Exchanges and synergies (6)
Exchanges and synergies (3)	Adaptability (5)
	Speed (5)

Figure 1. Interconnectivity of dimensions of agility in newsroom light organization

Figure 2. Interconnectivity of dimensions of agility in corporate newsrooms

Figure 3. Dimensions of the content management process in newsrooms light and corporate newsrooms

Table 4. Storytelling and theme finding strategies in content management

		Newsroom light	Corporate newsroom
Frequency of storytelling		34	48
Theme identification inside-out	Derived from strategy	36	32
	Themes provided by employees	20	26
	Research	14	11
	Operations	5	5
	Assignment by top management	2	7
	Brainstorming	4	3
Theme identification outside-in	External events	8	9
	Organizational listening	6	7
	Mass media	2	1

Table 5. Most desired skills of content managers

Staff competencies	Newsroom light	Corporate newsroom
Understanding of communication (processes)	27	37
Personnel development	17	29
General expertise/competence	13	27
Project management	14	16
Interest and curiosity	16	11
Independence and self-responsibility	4	12