Communication planning in newsroom is based on these essential elements:
- Topics: Min. 4 (e.g. Future Mobility, Urbanization, Digitalization…) Up to 20 (e.g. Business Year, Invest, Strategy…). More than 100 (products, Projects). Scope of Topics to be defined by Com-Lead.
- Tags: Min. 100, up to 250 (e.g. Attractive Employer, Finance, CEO, Growth, Employees, Culture, Values, Innovation, Brand, Development etc.) To be defined by Com-Team, to be decided by Com-Lead.
- Activity Types: Min. 10, up to 30 – depending on relevance, efficiency and effectiveness of individual activity type (e.g. Speech, Press Release, Twitter, Facebook, Intranet, Internet, Newsletter, etc.).
- Activity Sets: Min. 10, up to 20. These are standard sets of activities types typically used for different “campaign types” (e.g. communication activities used for publication of quarterly results, product launches, campaigns, etc.).
- Owner: An “Owner” is responsible either for a “Topic” or an “Activity”. In addition, an unlimited number of “Co-Owners” can be selected “Topic Owners” defined by Com-Lead, “Activity Owners” by Chief Editors Corporate Communications.
- Units: Coms of Divisions/BU, Com-Departments like e.g. Corporate Employer Branding, Investor Relations, Brands, etc.) To be defined by Com-Lead (continuous process).
- Markets: Markets with relevant and professional communication activities steered by at least one Communication/Marketing Headcount. Scope to be defined by Com-Team, to be decided by Com-Lead.
- Event-Types: Min. 10, up to 30 – depending on relevance (e.g. Conference, Trade Fair, Townhall Meeting, Opening Ceremony, Annual Shareholders Meeting) Scope of event types to be defined by Com-Team, decision by Com-Lead.