The emergence of generative AI in communication processes requires a few optimizations in your editorial board structure to balance communication focus and new communication productivity. This blog post will shed some light on a proven and tested board structure and explain the roles.
Meet your new Internal Editorial Board with Chat GPT as new editorial member
The internal editorial board consists of four roles:
- Topical Editors: responsible for each of the key messaging areas defined in the messaging house. These editors work closely with the ChatGPT tool and SMEs to create high-quality, engaging content for their topical focus, making sure we serve a defined set of target audiences in the most engaging way possible.
- The Trend Editor: also called the “Voice of the Audience” editor, reports on the latest discussions in the context of the key messaging, helping the Topical Editors understand what is resonating well and why. This role maintains an outside-in perspective and is an analytical profile with tool support for powerful listening. They bring listening analytics to the table to make the coverage more agile and engaging with the key audiences.
- Amplification Editors: for each channel, participate early in the discussion of the editorial planning to advise on required formats that will be valuable to engage with the audiences in their channels of preference before assets are being generated.
- Editor in Chief: leads the board, having the final say on editorial questions and formats and disposes of an amplification budget that the role can allocate to the assets that have the biggest potential to perform on the business goals set for the current editorial sprint. The editor-in-chief is the key person responsible for integrating ChatGPT into the editorial ideation process and is a power user knowing about the shortcomings and risks and making sure AI is only used for very specific tasks and in a responsible way regarding IP, confidentiality, and brand positioning. This role is also responsible for creating and maintaining the optimal interactions with the external editorial board.
The External Editorial Board – Include Content Partners Outside the Headquarters
The external editorial board consists of content owners, subject matter experts (SMEs), and owners of critical amplification channels in the businesses, the regions, and in other departments of the headquarters. These members are involved closely in the planning phase, extending the communication target word cloud to their specific needs. By adding their priorities and linking them to the global key messaging, the global editorial board will achieve faster success in gaining digital authority in a specific domain they want to be renowned as a thought leader. This part of the editorial board is mission critical as most content is created outside of Corporate Communications.
Also, the role of SME is growing in an age where clients — no matter if B2B or B2C — are looking to interact with people capable of helping them solve a challenge and not with a brand per se. So, the integration of the SMEs and connecting them to a consistent messaging platform that drives the communicative key priorities of the group is essential and can be very effectively done via the extended editorial board concept.
What to take from this example to drive your own transformation journey
In conclusion, restructuring your editorial board and increasing focus and control over the main messaging is critical to counterbalance the content engine at an industrial scale that ChatGPT might be taken for by members of your organization. This approach can help drive targeted messaging, make communication goal-oriented and more data-driven while training an ever-wider range of content owners on the new normal that generative AI has brought to the craft of Corporate Communications.
Get in touch with us
Let’s discuss your challenge and options we have to offer to support you fast and hands-on to achieve measurable results!
hello@rottmann-lab.co
Rottmann Lab 