Corporate Media Governance

Abstract

The media can make or break a

reputation. This being said, it seems to be essential for companies,

governments and institutions to pay specific attention to corporate

media management in their daily operations. However, this thesis shows that they often neglect to pay adequate attention to corporate media management. This is primarily due to the complexity of the corporate media process and corporate media management and the scope of a possible media impact. This thesis argues that corporate media management should be an integral part of operations in companies, governments and institutions. This would lift corporate media management to the level of ‘governance’. But, how do you set up corporate media governance and corporate media management in such a way that organizations are able to strengthen their grip on the corporate media process in order to improve the output of their corporate media communication? The research for a method or tool that organizations can use to define their corporate media governance and professionalize their corporate media management in order to get more grip on their communication with the media, ultimately resulted in a Corporate Media Scorecard.