Every business can benefit from incorporating “newsroom culture” into their communications strategy, the co-founders of corporate content and comms agency Stampa said at this Cision webinar.

James Curtis and Abigail Levene argued that every business can follow the lead of brands like Coca-Cola and ING to start treating their comms departments like media organisations.

“The companies that embrace the newsroom culture are really only just beginning to discover the possibilities it opens up,” said Curtis. “It can really drive a change in culture, which puts communications in a more central role. At the same time, it will drive higher engagement, understanding and trust.”

“This can be a pretty big mindset shift for people in the corporate world,” added Levene. “Your readers are your clients. Your client is not the business department that comes to you and says ‘I want you to profile my work’.”

Click here to see the full write-up and discover the essential PR insights we took away from this exclusive event.