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Rotterdam School of Management

Navigating the New Media Landscape

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Brace yourself with the new media vectors for reputation management

We live amid the greatest change in the history of media, the landscape continuously changes and is fully technology-driven. Accordingly, the communication function has changed dramatically in the past five years, and will change even more in the next five. How do people interact with each other in the future? How are communities formed? How are opinions shared? How do we recognize fake news? More importantly, how to manage and respond to the changing media landscape for corporate communication professionals?

The skills of a successful communicator will have to multiply. Despite the growth in the fact checking industry, the average person finds it increasingly difficult to differentiate between what’s real and what is not. This blurring of fact and fiction impacts everyone whose career is centered on building credibility.

The prevalence of fake news, mainstream media, paid influencers and investigative journalism raises concerns and questions that aren’t going away. The ways that media impacts reputation has grown more diverse in recent years and the power of those impacts is unprecedented.

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.


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.

Who should attend

This three-day programme is for professionals with a background in:

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


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 Managemen...
Dr. Mark Lee Hunter’s career has been divided between investigative journalism, scholarly research, training and consulting. He is currently an Adjunct Professor and Senior Research Fellow at INSEAD, based in the INSEAD Social Innovation Centre. He was a founding member of the Global Investigat...
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....
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