Communication Insights

The publication series Communication Insights was launched to present the findings of the research program Value Creating Communication to practitioners. It summarizes the current state of research and presents our empirical results. Insights from science are complemented by best practices from communication experts as well as recommendations for further reading.

Issue 6 // It's all about content. Strategic topic management in agile organizations.

November 2019

More and more companies are beginning to set up a newsroom in which they work on topics across departments. What are strategies and success factors of efficient topic management - with or without a  physical newsroom? The issue "It's all about content" shows various approaches and best practices on how to manage topics strategically today.

  • Why does topic management play an increasingly important role nowadays?
  • Which different approaches on how to manage topics in companies exist?
  • What skills should newsroom staff have?



Issue 5 // Fast and flexible. Corporate Communications in agile organizations.

November 2018

More dynamic, faster and more efficient - agility has become one of the most discussed management concepts of our time. But what does being agile mean for corporate communications? The latest issue "Fast and flexible" explains the concept of agility, the role of the communications department and what it takes to build an agile organization or department.


Issue 4 // Ready for big data. Opportunities, conditions and applications for Corporate Communications.

December 2017

"Ready for Big Data" presents new concepts to deal successfully with big data in Corporate Communications. Furthermore it seesk to identify potentials, opportunities and challenges regarding big data.

Based on of a literature analysis, interviews with experts from practice and science and two case studies
, new insights were gained, answering the following questions:

Two interviews with the Heads of Communications from Deutsche Post and Otto provide insights into corporate communciations planning.


Issue 3 // How to play the game. Strategic tools for managing corporate communications.

May 2017

"How to play the game" presents new tools and frameworks for successful communication management. Furthermore it seesk to create a common understanding of how communication contributes to corporate success.

Based on of a literature analysis of more than 800 publications and 10 case studies with leading German and international coporations, five new frameworks were developed, answering the following questions:

Four interviews with the Heads of Communications respectively the Heads of Communication strategy from thyssenkrupp, Osram, GIZ and Voith provide insights into corporate communciations planning.

Issue 2 // Where are we heading? The digital transformation of corporate communications.

July 2016

The second issue "Where are we heading? The digital transformation of Corporate Communications" assesses the impact of digitalization on corporate communications. Digitalization is considered to be the most important megatrend in this area. It's no longer just a matter of online communication or social media activities. The main focus today is on using the power of data in a responsible way.

Therefore, the second issue of Communication Insights addresses questions like:

  • What kind of opportunities do big data offer for communication? How can data be collected and analyzed?
  • How to use social media data for an individual stakeholder approach?
  • Which data protection provisions need to be considered?
  • And to what extent will computer replace communication managers in the future?

Communication Insights summarizes key research findings from various scientific disciplines. Two interviews with the digitalization communication officer at Siemens and the Social Media Analytics experts Prof. Dr. Stefan Stieglitz complement the content.

Issue 1 // What’s the benefit? Value Creation through Communication

October 2015

The first issue of Communication Insights entitled What's the benefit? was published in October 2015. It summarizes the findings of the first research phase of the module Value Creation through Communication of the current research program Value Creating Communication.

More than 800 national and international scientific papers were analyzed by a research team at the University of Leipzig with the following questions in mind: How can communication and corporate success be measured? Which measurement models and methods already exist? And what are the challenges for communication departments?

On more than 20 pages Communication Insights provides answers to these questions and presents various approaches. An interview with Dr. Martin Binder, responsible for Media Monitoring and Communication Measurement at BASF in Germany, provides insights into how communication is planned and evaluated within an international corporation.