Navigating the New Media Landscape

Navigating the New Media Landscape

12-14 February 2019

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, and it will continue into the foreseeable future.

The implications for communications professionals are major. Their role is widening, and becoming far more strategic. Beyond shaping messages, 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. They must also contend with mainstream media who, after decades of lethargy and loss of market share, are becoming increasingly aggressive. Finally, they must deal with a “fake news” industry that respects neither the norms of journalistic discourse, nor minimal professional standards of veracity. Facts still matter, and they are under assault.

In this three-day course we will take these new vectors of influence one by one, analysing their roots and their effects with the help of investigative tools, before refining appropriate strategies. Among the faculty are instructors with demonstrated expertise and deep knowledge of particular sectors covered in the course. 

The expected outcomes of this course include a deep toolkit 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 value.

Master Class Media Impact on Reputation
Master Class Media Impact on Reputation  
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The programme includes lectures that provide theoretical frameworks, and case studies to help participants practise the theoretical concepts.

Day 1

  • The crisis and pushback of mainstream media (MSM)
  • Dealing with media under pressure
  • The power of stakeholder-drive media
  • Group discussion

Day 2

  • The mechanics of social media
  • Guest lecture
  • The fake news industry
  • Taking fake news to court

Day 3

  • The renaissance of investigative journalism
  • Case analysis
  • Story-based inquiry (SBI) and investigative tools

Learning objectives

The following learning outcomes are identified for this programme:

  • You will be able to identify strategies appropriate to mainstream media, stakeholder-driven media, social media and fake news.
  • You will become familiar with the possibilities and limits of current best practices.
  • You will be provided with tools and principles to guide engagement per media type.
  • You will be guided and coached in designing your own strategic media proposals.
  • This three-day programme is for professionals with a background in:

    • Corporate communication
    • Reputation management
    • Public relations
    • Corporate affairs
    • Media and press relations

    It is recommended to have a minimum of 3 years of work experience.

  • 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. His subjects included the French extreme right, a high profile murder case (which he helped to solve), the unauthorized biography of a prominent French government minister, the contaminated blood affair, and an obscure American law that created a population of a quarter-million severely handicapped children.

    Dr Hunter has won two Investigative Reporters and Editors Awards (for reporting and research on journalism), along with the H.L. Mencken Free Press Award, the Sigma Delta Chi Award for research on journalism, the National Headliners and Clarion Awards, and two EFMD Awards for case-writing.

    His articles have appeared in The California Management Review, Corporate Reputation Review, Journal of Business Ethics, Harvard Business Review, Columbia Journalism Review, Harvard International Journal of Press/Politics, and many others. He was a founding member of the Global Investigative Journalism Network, and served on its board as well as the board of the German journalism review Messages.

    He also holds a doctorate in communication from the Université de Paris II/Panthéon-Assas.

    Paul Tjiam

    Paul Tjiam heads the soft IP practice in Amsterdam. He has a wide range of experience in intellectual property litigation and media litigation and advice. He primarily advises clients on trademark, copyright, design and freedom of speech issues and has been involved in a number of landmark cases.

    Paul has also ranked in the ''35 under 35'' list published by Advocatenblad. This annual selection profiles the most remarkable and ambitious young lawyers practising in the Netherlands.

    Recent work/achievements:

    • He successfully acted against Google in proceedings whereby Google was ordered for the first time by a court to hand over IP-addresses and personal information on its Google Reviewers posting fake reviews.
    • Representation of Terumo in media litigations against Dutch public broadcaster AVROTROS and two of its journalists regarding two broadcasts on the safety of medical devices.
    • Representation of L’Oréal in multiple disputes regarding its luxury perfumes.
    • Advising a large German manufacturer of exclusive cars before Dutch courts in various soft IP matters.
    • Representing CEOs and members of boards in a number of libel / freedom of speech matters.

    Eliane Schoonman

    A short bio will follow soon.

    Bram Koster

    A short bio will follow soon.

    Susie Kuijpers

    A short bio will follow soon.

  • Dates
    12-14 February 2019
    09:30 - 17:00

    €2,650 including tuition, course material and lunches. This fee does not include hotel accommodation.  

    Bayle (J) Building, campus Woudestein
    Burgemeester Oudlaan 50
    Rotterdam, the Netherlands

    Hotel accommodation
    If you require hotel accommodation in Rotterdam, we recommend Novotel Rotterdam Brainpark, adjacent to the university.

    Cancellation policy
    Cancellations must be received in writing (or e-mail) at

    • 45-30 days prior to the start date of the programme:          due 25% of programme fee
    • 29 – 8 days prior to the start date of the programme:          due 60% of programme fee
    • 7 days or less prior to the start of the programme:              due 100% of programme fee

    To receive full refund, the notice of cancellation must be received more than 45 days prior to the start of the programme (a charge of 10% costs is applicable). If the programme is cancelled, liability is limited to the programme fee.

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

  • This three-day programme takes place from 12 to 14 February. You can apply with our online application form:

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. Find out more: