• Starting date

    TBA

  • Duration

    3 days

  • Fee

    €3,100

    Including tuition, course material, lunches and refreshments.

  • Language

    English

  • Format

    Online

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.

Students in classroom

The following topics will be addressed in this course

Day 1

Stakeholder-driven media

  • The roots and dynamics of stakeholder-driven media
  • The power of hypotheses
  • Stakeholder-drive media in crises
  • Group discussion
  • Question bursts
Day 2

Stakeholder influence

  • 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

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

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.

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.    

Testimonials

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

Faculty

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

Practical information

Dates

TBA

Dates

Fee

The total costs for participation in the Navigating the New Stakeholder Landscape course are €3,100.

Fees

Location

This online course takes place via Zoom online.

Bayle building on the Woudestein Campus

General terms and conditions

Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.

Replacements

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

Interested in an executive master degree?

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

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