• Starting date

    18 May 2022

  • Duration

    3 days

  • Fee


    Including tuition, course material, lunches and refreshments.

  • Language


  • Format


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 expected outcomes of this course include a deep tool kit as well as principles that can guide communicators in their quest to protect and extend reputations, within and outside their organisations. A key assumption is that in our era, communication is a concern of the entire organisation. In other words, it is not enough that leaders be communicators; other internal stakeholders also express its mission and values.

We ask for your help in making the class sessions a journey that includes surprise and discovery. In many of the cases we will use as the basis for group work, subsequent scholarly publications revealed outcomes and insights deliberately excluded from the teaching cases. The precise purpose of using cases is to transmit not only knowledge, but experience, particularly in cases focused on crises. Thus, we sometimes ask that you do no further research on a case or text beyond what is specified in class reading assignments. In that way you will face decision points armed only with the information available to company leaders and communicators portrayed in the cases. The resulting emotions will powerfully reinforce your intellectual insights.

Learning objectives

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.

  • You will be able to identify strategies appropriate to stakeholder-driven media, social media, and fake news.
  • You will see the possibilities and limits of current best practices.
  • You will be provided with tools and principles to guide engagement.
  • You will be guided and coached in designing their own strategic media proposals.

Want to know more?


Day 1

  • The roots and dynamics of stakeholder-driven media
  • The power of hypotheses
  • Stakeholder-drive media in crises
  • Group discussion
  • Question bursts

Day 2

  • Using the mechanics and dynamics of stakeholder influence
  • The stakeholders within: The Carlos Ghosn playbook
  • Exercise: follow that word
  • The storyteller's toolkit: timelines and stakeholder maps
  • Storytelling as stakeholder strategy

Day 3

  • Fire-proofing firm
  • Group work
  • Guest lecture: Fighting the fakes
  • Group discussion

For Whom

See where other participants come from

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.    


Read what previous participants say about this programme

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


See which expert faculty lead this programme

Dr. Mark Lee Hunter

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. 

Doctor Mark Lee Hunter

Additional speakers will be added soon

More information


18-20 May 2022
09:30 - 17:00



€2,900 including tuition, course material, lunches and refreshments. 



This online course takes place via Zoom online.

Bayle building on the Woudestein Campus


The participant can be substituted by someone from the same organisation on the same course without extra costs.

Student in classroom

Cancellation policy

To receive a full refund, a written notice of cancellation must be send to ccc@rsm.nl within a term of thirty (30) calendar days after receipt of the written confirmation of the registration, unless the start date of the course programme is within the term.

Accordingly, the cancellation fee is calculated as follows:

  • 25% of the programme fee if the cancellation notice is received 30 days or more before the start date;
  • 75% of the programme fee if the cancellation notice is received between 29 and 15 days before the start date;
  • 100% of the programme fee if the cancellation notice is received 14 days or less before the start date;
  • 100% of the programme fee if the cancellation notice is received after the programme has started.

For more details, please view here the complete General Terms and Conditions.

Take the next step in your career

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Interested in an executive master degree?

This programme can also be taken as part of RSM's part-time Executive Master in Corporate Communication, a flexible and accredited master programme for communications professionals.

Contact our team