You wanna modernize your newsroom in your media company and involve all the tools needed to embrace the benefits from the online world - Facebook, Twitter etc.? How can you do this? Is your staff ready for modernization? Or where is the lack of knowledge exactly? This book based on an academic research at the Berlin School of Creative Leadership helps analyze your organization in the newsroom in terms of structure, people, tasks, and culture and delivers a measurement system to express the status quo in concrete figures compared with the industry's benchmarks. You find a more convenient book version on http://pit-gottschalk.com (written in English).