Agile Content Management: Strategic Communication in Corporate Newsrooms

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 corporate communication. Megatrends like globalization, digitalization, mediatization, the decline journalism have facilitated these developments. This study provides insights on agile content management gathered from 32 semi-structured expert interviews with professionals working in 13 business organizations Germany Austria. Results indicate that strategic level, reacts rising communicative demands organizational environments by implementing agile-like concepts departments, which are content-driven not based departmentalized specialization. Accordingly, importance competent largely autonomous managers increases, experts subsequently serving as conductors inclusive, collective storytelling reaches far beyond department, every relevant stakeholder group. Thereby, cope challenges increasing complexity information society 21st century.