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This chapter examines the growing importance of content-based approaches in corporate communications and proposes a theoretical framework for topic-based communication strategies. It aims to bridge the gap between communication goals derived from business objectives and stakeholder interests, facilitated by CommTech-based evaluation and topic- and segment-based communication approaches. This is particularly important as the corporate media landscape becomes more diverse and digital. The increased focus on online communication channels offers more opportunities in terms of 24/7 360-degree monitoring activities in the sense of Predictive Communication Intelligence, but also in terms of digitally mapping and tracking stakeholder interests throughout their journey.

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Building a Corporate Agenda: Balancing Business Goals and Stakeholder Interests in Topic-Based Corporate Communications

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  • 发表日期：

    2025年

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  • Alena Kirchenbauer

摘要

This chapter examines the growing importance of content-based approaches in corporate communications and proposes a theoretical framework for topic-based communication strategies. It aims to bridge the gap between communication goals derived from business objectives and stakeholder interests, facilitated by CommTech-based evaluation and topic- and segment-based communication approaches. This is particularly important as the corporate media landscape becomes more diverse and digital. The increased focus on online communication channels offers more opportunities in terms of 24/7 360-degree monitoring activities in the sense of Predictive Communication Intelligence, but also in terms of digitally mapping and tracking stakeholder interests throughout their journey.