Navigating the New Media Landscape

Navigating the New Media Landscape

18-20 May 2022 (hybrid programme)

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 course 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.

Hybrid education

Hybrid education combines both remote and in-person learning to ensure learning continuity and improve the student experience. RSM has built a professional studio to facilitate the hybrid classes. You can come to class in person or attend the masterclass via live-video technology (ZOOM). With the aid of Zoom, participants who are online have the same access to the classroom as every participant attending in person. You can choose your mode of participation in hybrid sessions, through physical or online attendance.

With the hybrid format, every participant is able to get the same information presented by the professor at the same time. Participants are all given the same opportunity to participate in class discussions, role play and group work. We are resolved to make our hybrid education to have the best of both worlds.

  • 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.

    Additional speakers will be added soon.

  • Dates
    18-20 May 2022
    09:30 - 17:00

    €2,900 including tuition, course material, lunches and refreshments. This fee does not include hotel accommodation.  

    Via Zoom

    VNAB Kenniscentrum
    Room: Merwede
    Boompjes 251
    3011 XZ  Rotterdam
    The Netherlands

    Hotel accommodation
    There are many nice and affordable hotels within walking distance of our venue.

    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.

  • You can apply with our online application form:

    ​​​​​​​If you have questions or would like to receive additional information, please feel free to contact us by e-mail at or by telephone at  +31 10 408 2851.


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: