Navigating the New Media Landscape

Navigating the New Media Landscape

12-14 February 2019

Brace yourself with the new media vectors for reputation management

Within a few short years, much of what we knew about corporate communication has changed, and more changes are coming. Agenda-setting strategies are more than ever focused on stakeholder groups and communities, rather than public opinion. Those same communities are steadily gaining power, at the expense of heritage media sectors (television, radio, cable and print brands). Those same heritage media, after decades of lethargy and decline, are fighting back with a newly aggressive posture toward their targets and subjects. Objectivity is giving way to transparency among legitimate, ethical actors, while fake news, driven not only by fools and criminals, but by major corporates and even states, comprises a real threat to business and public sector actors.

In this course we start from the premise that the communications function increasingly plays a strategic role, as well as a traditional service and support function. The core of that strategy is to build bridges to stakeholder communities – as sources of information and innovation, potential allies, and influential insiders.

The course is structured as a voyage through key media sectors, in which familiar landmarks have been altered or replaced. Heritage media, stakeholder-driven media, social media, fake news, crisis communication and investigative journalism will be explored in terms of their current and emerging influence dynamics. We will seek to go beyond best practice to next practice, for the simple reason that current best practice, with few exceptions, has visibly failed in one crucial respect – namely, building dialogue with influential stakeholders across media channels. Such dialogue, more than ever, is a crucial organizational asset and achievement, and communications professionals remain the best placed to capture it. Guest speakers with cutting-edge knowledge and experience will complement the course director’s insight as a media business and journalism thought leader.

Master Class Navigating the New Media Landscape
Master Class Navigating the New Media Landscape  
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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

This Master Class will discuss the new challenges and opportunities in the every changing media landscape, and you will learn how to refine strategies to coop with these new vectors. Powerful tools to future-proof your media strategies, such as question bursts methodology, fire-proofing your firm, and story-based Inquiry will be discussed.

  • Understanding the challenges and opportunities in the new media landscape;
  • Understand the possibilities and limits of current best practices;
  • Identify and develop strategies to coop with the new vectors in the media landscape (Fake news, the pushback of mainstream media, the power of stakeholder-driven media and investigative journalism);
  • Learn tools and principles to future-proof your media strategies;
  • ​​​​​​​Designing your own strategic media proposal.
  • 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.    

  • 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

    Eliane Schoonman, LL.M, MA, obtained her Masters (cum laude) in Argumentation Theory and Rhetoric (Dept. Linguistics, University of Amsterdam), as well as a Masters in International and European Law (Faculty of Law, University of Amsterdam). She is currently partner/consultant at Issues Management Institute in Amsterdam. Moreover, she has been a teacher of Journalism and Public Relations (School of Journalism, Utrecht, the Netherlands), was Director of Corporate Communication & Marketing (Government, The Hague) and acted as a Board Member of the International Press Centre Nieuwspoort, The Hague. Eliane is author of a diverse range of books on issues management, media impact, crisis management, and spin doctoring. She assists big corporations and domestic authorities with their legal, political and social license to operate. She conducts the necessary research and analysis in order to equip the client to deal with media in times of peace and times of turbulence.

    In 2018, she researched one of the communication functions of ABN AMRO, one of the big Dutch banks. She advised children's pram company Bugaboo on their policy in Germany as regards the findings of the company's compliance with environmental regulations of the Stiftung Warentest, the consumers movement. She developed a strategy for the governments health organisation GGD to fight the declining level of vaccination. Also in 2018 she became the chairperson for one of the biggest social housing projects in the capital (over 55.000 houses) in which function she empowers the tenants.

    Eliane, born and raised in Amsterdam, lived abroad for quite some time, notably in China (Hsin Yue Da Sywe) and Argentina respectively, and taught at UCLA in Los Angeles (CA), the Mayo Clinic in Scottsdale (Az) both in the USA, and the University of Moscow in Moscow (Sovjet Union). She currently lives in Amsterdam, where she raised three children, two boys and a girl.

    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
    To receive a full refund, a written notice of cancellation must be send to 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 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: