The media landscape has changed, and new players are imposing new strategies on communicators. Shifts in the political environment as well as new technologies are driving this evolution. Meanwhile, a major implication for communications professionals is that their role is widening and becoming far more strategic. Beyond shaping messages for mainstream media, they are obliged to monitor a growing number of actors who possess their own media outlets, and to devise effective channels of dialogue that lead to shared solutions. Meanwhile, a “fake news” industry that respects neither the norms of journalistic discourse, nor minimal professional standards of veracity, increasingly targets businesses.
The ways that media impact reputation have grown more diverse in recent years, and the power of those impacts can be unprecedented. Stakeholder-driven media, owned by activists or partisan groups, demonstrated their clout in the US by helping Donald Trump to become President. So did fake news media, a demonstrated threat to leaders like Hillary Clinton or Emmanuel Macron. Firms now have a multitude of channels to communicate directly with stakeholders, yet few are using them well. In this Masterclass we will consider these phenomena from the standpoint of best practices, while keeping in sight an underlying transformation of the communications function, from service to strategic.
This course is for communications professionals who seek new concepts and tools for media and stakeholder engagement and management, and in particular those who understand the growing strategic importance of organisational communication.
The contents of this course are highly useful for every communication professionals across all industries. The theories, tools, frameworks, the timeline and the stakeholder maps are immediately applicable for my daily work. Mark is an experienced teacher who is always in contact with the class.
Karen Loos-Gelijns – Senior Staff Officer International Operations – Ministry of Defense
Mark Lee Hunter is an Adjunct Professor and Senior Research Fellow at the INSEAD Social Innovation Centre, where he is a founding member of the Stakeholder Media Project. Hunter has written well over 100 investigative features and nine books, which earned him IRE, SDX, National Headliners, H.L. Mencken and Clarion Awards.
Additional speakers will be added soon
15-17 April 2024
The total costs for participation in the Navigating the Stakeholder Media Landscape course are €3,400.
The programme takes place in the Bayle building on the Woudestein Campus of Erasmus University Rotterdam.
The participant can be substituted by someone from the same organisation on the same course without extra costs.
Programme & Admission Advisor