In smaller groups, participants discussed specific aspects of an "ideal" newsroom to strategically manage topics and stories focusing on topic development, structures and processes, channels and evaluation as well as skills. Thomas Mickeleit, Director Communications of Microsoft Germany, and Peter Felsbach, Head of Group Communications in voestalpine, complemented the group work by providing insights into the structures and processes of topic management in their companies. To bridge the gap between corporate life and politics, Andrea Römmele, Professor of Communication in Politics and Civil Society at the Hertie School of Governance in Berlin, gave a talk on the development of political topic management and how newsrooms currently find their way into political communication – a trend that cannot go without certain criticism.