Professionals to investigate media impact on company reputation at RSM

To increase support of external stakeholders, business and communications professionals must understand traditional and social media. During the new edition of the Media Impact on Reputation programme at Rotterdam School of Management, Erasmus University (RSM), participants can learn new perspectives and skills on the social perspective on media and reputation, the media perspective, and the organisation’s perspective. Registration for the programme on 20, 21 and 22 September is now open.

The three-day programme aims to create a better understanding of the nature and effects of traditional mass media and social media on the reputation of organisations. Business and communications professionals will learn how to analyse media publicity and types of strategies to increase positive publicity and how to deal with the boundaries set by society, stakeholders, media and ethics.

Communicating with journalists

During the Media Impact on Reputation programme, business professionals will explore:

  • how to apply studies and theoretical insights of mass communication and traditional and new media on organisations, society and people
  • how to develop an effective social media policy
  • the impact of (social) media on reputation
  • the effect of news on corporate identity
  • how to attribute media to improve reputation by developing mutual rewarding relationships with the media and journalists
  • the pros and cons of embedded journalism.

One of the highlights of the three-day programme is a media training by Jan Driessen, an experienced Dutch journalist and communication specialist. He will challenge participants in interactive training sessions how to deal with journalists. Driessen will delve into the essence of how journalism and media works in practice and what professionals can do best to develop mutually rewarding relationships.

Another part of the programme is the presentation of an interactive case by Dr Mark Lee Hunter, Adjunct Professor, INSEAD Business School and Founding member of the Global Investigative Journalism Network.

On the third day, Dr Michael Etter, ‘Marie Curie’ Research Fellow at Cass Business School of the City University London, studying corporate legitimacy in the digital society, will present cases on the strategic use of social media for reputation management as well as online and offline reputation dynamics in social media (during a crisis) and managing employee communication on social media.

Corporate Communication Centre

The three-day Media Impact on Reputation programme is offered by RSM’s Corporate Communication Centre, and is one of the centre’s open corporate communication programmes. The programme is also an advanced elective course as part of RSM’s Executive Master in Corporate Communication, but can be followed separately. The Media Impact of Reputation’s sessions will take place on RSM’s campus in Rotterdam on 20, 21 and 22 September 2016. For more information about the Media Impact on Reputation programme, please contact Susanna Marco at the Corporate Communication Centre on +31 10 4082851 or at

More information

Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s leading research-based business schools. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who carry their innovative mindset into a sustainable future thanks to a first-class range of bachelor, master, MBA, PhD and executive programmes. Study information and activities for future students, executives and alumni are also organised from the RSM office in Chengdu, China.

For more information about RSM or this release, please contact Marianne Schouten, Media & Public Relations Manager for RSM, on +31 10 408 2877 or by email at

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