- 4. August 2026
- Posted by: Christina Rettig
- Category: MACHINE ROOM
Governance of Communication Management: Why Data Only Becomes Actionable Once It Has Meaning
How do communications professionals build trust in their data? And why won’t dashboards alone be enough in the future to effectively manage communications? Patrik Götz, Senior Consultant for Digital Analytics & BI at Netzeffekt, addressed these questions at the most recent meeting of the DPRG / AG CommTech Working Group on Communications Management on July 13, 2026. His presentation was based on a book he co-authored with Reimer Stobbe on the role of semantic models in communications management (link below).
The discussion began with an observation that will sound familiar to many communications professionals: In management and steering committee meetings, the focus is often less on decisions themselves and more on whether the underlying metrics can be trusted at all. Engagement rates, reputation scores, and impact metrics are scrutinized, recalculated, or double-checked in Excel. The real problem here is not a lack of data, but a lack of shared understanding.
From the “Single Source of Truth” to Shared Meaning
Götz argued for taking the well-known concept of the “single source of truth” a step further. A single source of truth consists not only of centrally stored data, but also of documented definitions, responsibilities, and governance rules. Only when key metrics, impact levels, and interrelationships are described in a way that is transparent to everyone can trust be established—and with it, the foundation for faster and better decisions.
At the heart of his approach is what is known as the “semantic layer.” This layer connects operational data management with dashboards, reports, self-service BI solutions, and, in the future, AI applications as well. Technical metadata, KPI definitions, target values, impact levels, responsibilities, and data sources are documented and maintained there.
Semantic Models as the Operating System for Communication Control
To manage communication, Götz developed a “semantic control architecture” that links six key domains:
- Strategy and Corporate Goals
- Target Audiences
- Topics and Messages
- Channels and Touchpoints
- Impact Metrics
- Data Sources and Governance
This interconnectedness creates a control loop that clearly illustrates the relationship between communication activities, target audience engagement, and actual impact.
This approach becomes particularly relevant in light of current developments: Communications departments are working with an ever-increasing number of data sources, self-service analytics is on the rise, and AI-based assistants will increasingly be used as data access points in the future. Without a structured semantic foundation, there is a risk of KPI drift, “shadow analytics,” and a loss of trust in the data.
The Real Challenge: Governance and Culture
During the discussion that followed, it became clear that the technical concepts had won over many participants. At the same time, the focus quickly shifted to the organizational requirements.
Several panelists emphasized that the success of such models depends above all on governance, mandate, and organizational discipline. A role that bridges the gap between communications and IT is crucial. Götz proposed the role of a “data steward” for this purpose—based in the communications department but possessing a high level of data and technology expertise. This person must understand strategic goals, translate technical requirements, and ensure the consistency of the model over the long term.
In addition, the discussion focused on how the necessary coordination processes can be implemented in practice within large organizations. There was agreement that technical solutions alone are not sufficient. Effective communication management requires clear responsibilities, standards, and a robust mandate within the organization.
Looking Ahead
The presentation generated a great deal of interest and was regarded by the participants as an important impetus for the further development of communication management.
The book will be published by Springer Nature in early September 2026.
