The digital transformation has increased the work complexity and challenges for corporate communication professionals. The empowerment of internal and external stakeholders through digital tools requires organisations to reconsider their structures, processes, and strategies. How do these changes impact crisis management, stakeholder engagement, and reputation management?
This course will provide participants with a critical understanding for how digital media transform the communication environment in which organisations operate. It will provide frameworks to navigate the complexity of a new media landscape and help participants applying tools and tactics to efficiently manage various stakeholder relationships.
This course will support participants to grasp the latest technological developments and consider ethical considerations therein. It will discuss the threats and opportunities of online communication through novel tactics, such as digital storytelling or use of digital influencers, and introduce frameworks to monitor and evaluate digital communication outcomes.
The course includes lectures and case studies to provide an exciting learning environment.
By participating in this course, you will:
- Understand the impact of trends in digital communication on corporate communication, including citizen journalism, social media influencers, digital activism, and fake news
- Gain knowledge for how to develop and manage digital communication campaigns and the role of owned, third-party, and user generated media content
- Identify digital and social media tools, technologies, and platforms to improve stakeholder engagement, crisis management, and change communication
- Understand the role of and opportunities for empowered employees and CEOs for corporate communication in the digital age
- Explore a range of concepts, models, and tools to identify and effectively reach external and internal audiences
- Develop communication strategies and match them to specific platforms, technologies, and digital media
- Monitor, evaluate, and measure the impact of digital communication campaigns
- Critically understand latest technologies and their ethical implications
This masterclass is designed for communication professionals interested in the latest trends in digital and the consequences for the corporate communication field. This masterclass brings together a diverse group of accomplished, driven and open-minded professionals from Europe and beyond and from various communication positions in the public and private sector, NGOs and consultancies.
Participants for this course are advised to hold at least a Bachelor Degree and 3+ years of working experience in the corporate communication field and related.
Michael Etter has a PhD in organization studies and cultural theories from the University of St. Gallen, Switzerland. He has worked as assistant professor at Copenhagen Business School and as Marie-Curie Research Fellow at Cass Business School, City, University of London. His work has appeared in academic journals, such as Academy of Management Annals, Academy Management Review, Journal of Management Studies, and Business and Society. Michael Etter has received multiple awards for his research and teaching excellence, as well as several research grants from prestigious funding institutions, such as the British Academy.
Michael Etter is interested in the construction of social evaluation of new and established firms, such as organizational reputation and legitimacy, in the new media landscape, which is shaped by new information and communication technologies (ICT). He looks at strategies, which new and established firms use to establish favourable social judgments in the digital economy. The role corporate social responsibility is thereby prevalent in his work.
Stuart is internationally recognised as a PR Futurist – a thinker and doer in modernised public relations and communications. He specialises in measurement and evaluation, public relations and communication strategy, crisis communication and using digital and social media for corporate communication and public affairs.
He is a chartered public relations practitioner and served on the board of the Chartered Institute of Public Relations. He is a fellow of the International Association for the Measurement and Evaluation of Communication and sits on the national council of the Public Relations and Communications Association in the UK. Stuart is a visiting lecturer at Leeds Beckett University teaching international post-graduate students. He regularly provides expert media commentary including Al Jazeera, BBC, France 24, PRWeek, Holmes Report, Communicate and The Guardian.
His consultancy, SBA, provides strategic counsel, professional development and training to in-house and agency PR and communication teams all around the world. Stuart has worked in more than 30 countries and for clients in more than 60 countries.
Stephan is an international government relations and public policy specialist with 20+ years corporate & consultancy experience. His particular expertise lies in policy and communications around digitization and emerging technologies (artificial intelligence, big data, cloud, IoT, blockchain), (mobile)telecommunications, media, privacy and data protection.
As of 2000, Stephan started as the public policy director of Liberty Global in Europe. He designed corporate policy strategy, thought leadership campaigns and (EU-) government relations to support Liberty Global’s European operations in 11 countries, like Virgin Media in the UK. In February 2017, he was assigned to Liberty Global’s 50% owned joint venture with Vodafone Group in the Netherlands, to position the new entity to Dutch public affairs stakeholders and support (government) business and sales targets.
In the nineties, Stephan worked in the European Commission’s Directorate General for the Internal Market on the first EU Data Protection Directive. After consultancy assignments for the European direct marketing industry and the Dutch Advertising Association, he became director of a Brussels-based EU public affairs consultancy. He advised pan-European clients in the telecommunications, e-commerce, advertising- & audiovisual media sector on regulatory issues & political strategies in Europe and implemented advocacy campaigns.
13-15 December 2021
09:00 - 17:00
€2,800 including tuition, course material and lunches. This fee does not include hotel accommodation.
Bayle (J) Building, campus Woudestein
Burgemeester Oudlaan 50
Rotterdam, the Netherlands
If you require hotel accommodation in Rotterdam, we recommend Novotel Rotterdam Brainpark, adjacent to the university.
To receive a full refund, a written notice of cancellation must be send to firstname.lastname@example.org 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.
The participant can be substituted by someone from the same organisation on the same course without extra costs.
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 communications professionals. Find out more: