Companies are no longer just producers or distributors of specific products. They embody values and the identification with a brand has long since become a central aspect of contemporary marketing. It should therefore be the most important goal to gain and keep control over the external image. Only targeted measures affect the public opinion formation in the right way. At the same time, the variety of different formats of expectable company contents has grown rapidly and tends to a journalistic, multimedia direction today more than ever. The most important basis for this, however, is an integrative connection of all systems involved as well as a central data management. Everyone needing up-to-date information needs to have instant access from everywhere. This is the only way to ensure an effective content generation an at the same time, the whole organisation can benefit from an internal knowledge management, which offers the same up-to-date information to everyone.