How to develop relevant topics and organize strategic topic management?
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Managing topics has always been a central task for communication departments. In recent years, the process has become far more interdisciplinary and agile.
The evolution towards topic-based communication is driven by digitalization, the battle for attention, mounting time pressure, and changes in stakeholders’ media usage. Internally, it is driven by limited resources, parallel structures, rigid hierarchies, and expectations of faster, more efficient and integrated communications. Therefore, silos must be broken down and a focus on the content instead of the channels is needed. These demands have led many companies to adopt newsroom-like structures and to introduce topic-based strategic communication.
The term topic management cannot be equated with content management and therefore needs to be differentiated. topic management can be described as a superordinate concept while content management only refers to individual contents, which can be assigned to the topics.