Issue management
JP│KOM’s issue management tool: integrated communications across all media
The JP│KOM issue management tool ensures that companies with complex
communication requirements across a variety of media produce coherent messages.
At the same time, it increases the efficiency of editorial processes and reduces
the administrative workload.
The objectives:
- Integrated communications. Corporate messages communicated coherently across
all media/to all stakeholders (customers, employees, investors, public)
- A clear narrative. Issues managed centrally, with content provided to media/communications
channels over time
- Efficiency/effectiveness. Processes streamlined and standardized, errors
reduced
- Transparency. Overview of all communications activities for everyone involved
- Cockpit function for heads of corporate communications: management and
analysis of internal and external communications via a single interface
Implementation
- Issue-oriented communications management. Replacing media-oriented planning,
content-led issue management can be divided into three stages: 1. Identification
of issue, 2. Selection of appropriate media for target group, 3. Adaptation of
content and messages to relevant media.
- Web/database-based tool. The JP│KOM issue management tool is web-based and is
installed on an external server or that of the client company, giving access to
everyone involved in the editorial process (staff in different departments/locations,
and external suppliers).
- Integration of issue and editorial management. An editorial management
database for all media/communication channels, featuring issue and activity
plans, editorial plans for internal and external media, as well as trade show
and advertising plans, for use in the editorial planning process.
- Single source/multiple media principle, elimination of dual entry. Updates made in one place (subject/publication) are automatically implemented everywhere
they are relevant.
- Full text issue searches and Q&As. Full text searches make finding specific
information far easier, and for each issue there are links to Q&As and previous
texts, to strengthen the one-voice policy.
- Cockpit function. Management in the communications department get an overview
of all activities at a glance, allowing them to align current and future
activities with the company’s strategic and tactical objectives, and change the
focus with regard to an issue where necessary.
Trends in corporate communications: content-led communications management (diagram
produced by Claudia Mast, professor of communications theory and journalism at
the University of Hohenheim). Click on the image to see a larger version.
Expansion into a crisis management tool
