Management of Communication Content and Messages

Due to the changing media landscape and the changes in stakeholders’ media use, corporate communications must meet stakeholders’ needs by operating quickly and in a coordinated manner, while simultaneously meeting the requirements for resource efficiency. This creates challenges but also opportunities that result from news ways of directly communicating with audiences via owned media, which force organizations to think and work like media producers. To do so effectively, many organizations have changed or are changing their internal structures and processes. This is accompanied by a transformation towards greater agility. Several organizations have also established newsrooms to organize and manage their communication of contents.

The project Content Management in Agile Organizations was funded in 2018/19 by the Academic Society for Management & Communication as part of a larger research project on Corporate Communications in Agile Organizations, a joint effort by researchers at the Universities of Leipzig, Münster and Vienna.

Contact: Sabine Einwiller, Jens Seiffert-Brockmann (former CCom member)


  • Einwiller, S., Seiffert-Brockmann, J., & Ninova-Solovykh, N. (to appear). Agile integrated communication – A content-based approach. In J. Falkheimer & M. Heide (Eds.), Research Handbook of Strategic Communication. Cheltenham: Edward Elgar Publishing.
  • Seiffert-Brockmann, J., & Einwiller, S. (2022). Content-Strategien in der Unternehmenskommunikation: Themensetzung, Storytelling und Newsrooms. In A. Zerfaß, M. Piwinger, & U. Röttger (Hrsg.), Handbuch Unternehmenskommunikation. Strategie – Management – Wertschöpfung (3. Aufl., S. 541-556). Springer Gabler.
  • Seiffert-Brockmann, J., Einwiller, S. A., Ninova-Solovykh, N., & Wolfgruber, D. (2021). Agile content management: Strategic communication in corporate newsrooms. International Journal of Strategic Communication, 15(2), 126-143. (open access)
  • Einwiller, S., & Ninova-Solovykh, N. (2020). Strategisches Themenmanagement – Mit oder ohne Newsroom eine bedeutende Veränderung in der Unternehmenskommunikation. Kommunikationsmanager, 3-2020, 18-20.
  • Ninova-Solovykh, N., Seiffert-Brockmann, J., Einwiller, S., Wolfgruber, D., & Berger, K. (2019). It's all about content. Strategic Topic Management in agile organizations. Communication Insights, Issue 6. Leipzig, Germany: Academic Society for Management & Communication.