Navigating the New Media Landscape

Rotterdam School of Management

What are the topics?

Rotterdam School of Management


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Who should attend

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.

About the course

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.


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.


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 Managemen...

Mark Lee Hunter

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

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....

Navigating the New Media Landscape at Rotterdam School of Management

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Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

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