On this page we provide an overview of the events our Professional Advisory Committee (PAC) organises. For more information about the PAC itself, please visit this page.
Symposium - Managing Corporate Communication in the Digital Age
On 1 March 2019 the PAC organised a symposium on Managing Corporate Communication in the Digital Age. At this symposium, five professionals from the field gave presentations on Corporate Communication Stragety and afterwards formed a panel for a Q&A session. The participating professionals were:
- Hans Koeleman, Chief Corporate Communication & CSR at KPN, and President of the European Association of Communication Directors
- Nicoleta Anton, Global Thought Leadership Strategist at TomTom
- Laurens J. Ohlenroth, Communications Manager at Nederlandse Spoorwegen (NS)
- Anne Pleun, CEO of Paper on the Rocks
- Richard Spaans, Head of Communications and Public Affairs at Huawai Netherlands
PAC World Café - Festivalization and the city: A media and communication perspective
On 7 December, the PAC hosted a World Café on “festivalization and the city – a media and communication perspective” at Platform 21 in Rotterdam. This event was organised together with Dr. Arno van der Hoeven, Dr. Erik Hitters and Dr. Tonny Krijnen. It aimed at enhancing the link between our students and the experts in the work field, and included high-profile speakers, panel session and roundtable discussions.
Festivalization is the process by which cultural institutions, such as cinema, theatre, arts center or gallery increasingly orient part of their program around a theme or event, concentrated in space and time. Every year, distinctive festivals are organized in Rotterdam, such as the Rotterdam Roof Days, International Film Festival Rotterdam, Rotterdam Museum Night, Festival Jazz International, amongst others, which not only reflect the themes of the city but also deeply penetrates throughout the city and into the world. The key to these successful festival lies in appropriate marketing, media campaign and advertising, regardless of the diverse purposes of the festivals. What's more, festivalization can itself be a marketing/communication strategy for organisations: presenting the core activities of one organisation in the setting of a festival. Or in other words, festivalization as a means of reaching out to specific/new/potential audiences. Furthermore, festivals communicate a certain image about the city: a lively place full of cultural activities. So the focus on specific themes/festivals can support urban branding.
During the 2nd PAC World Café, we explored the various aspects of festivalization, and the important role of media and communication in its process. Our distinguished speakers shared how they made successful festivals happen in Rotterdam. They also discussed in a roundtable setup about how knowledge on media and communication may contribute to the organization of a remarkable event. The participating speakers were:
- Gerdine Kruik, Marketing and Communications at Rotterdam Philharmonic Orchestra
- Gilles de Sitter, Marketing Manager of Architecture Film Festival Rotterdam and Circusstad Festival
- Laurens van Wesep, Co-founder of Creativ Minds and organizer of the Jaws at the Kralingse Plas
- Laurin Ivetic, Front-End Specialist and Content Manager at the International Film Festival Rotterdam
- David Kuiper, Marketing Manager of Baroeg Open Air
PAC World Café #1 - The Power of Storytelling
On 1 June, the first PAC World Café on the Power of Storytelling took place. During this World Café, the various aspects of storytelling were explored, and the importance of it for the media, communication and business field. The distinguished speakers shared with our students how they use storytelling as a powerful way to inspire action. The event aimed at enhancing the link between our students and the experts in the work field.
Storytelling is an important principle to get a message across and to engage audience members, users, customers or citizens in different disciplines, such as in journalism, creative industries, media and marketing departments of organisations and brands. Since the adoption of the internet and social media, this concept seems to be more important than ever -- It is perceived as a powerful tool in our digital era to get the attention of people in a world of information overload.
The concept of storytelling has several layers: On the one hand, a story needs to be created and contains certain elements, such as characters, suspense, humour or visuals. On the other hand, storytelling can be perceived as an activity in which the story is shared with a specific audience, through one or more channels. The sender has a particular purpose in mind by telling the story, the receiver has motivations to pay attention to the story, and give his/her own interpretation – and maybe even contribute to it.
M&B Symposium - Leading in Tumultuous Times: What Digitalisation Means For the Future of Media and Business
The PAC was formally established as an immediate follow-up to the Media and Business Symposium on Leading in Tumultuous Times - What Digitalisation Means for the Future of Media and Business, held on 8 December 2017 and hosted by the Master Media & Business. Industry professionals as well as interested MA and BA students and alumni were invited to join an inspiring event to explore what digitalisation means for the future of media and business. High-profile speakers Pascal Beucler (MSLGROUP) and Lara Ankersmit (NOS) dived into the topics of thought leadership, people’s relations, and digital communication strategies in they keynotes.
In today’s ever changing media environment, it is key to consider redefining communication and the communicator. Organisations are more and more influenced by the voice of their consumers and by a constant stream of technological innovations. During different breakout sessions, professionals and guests of the event explored areas such as contemporary storytelling, customer decision journeys, privacy matters, and reputation building.
In a plenary session, professionals with years of experience within the fields of communications and business discussed the changing communications landscape. Panelists for this discussion were:
- Nanda Huizing, Head of Brand, Communications & Digital at Philips Benelux
- Murli Poonath, Director Joint Ventures at Air France-KLM
- Truus Huisman, Plastic Maker Hubs and former VP Sustainable Business and Communications at Unilever Europe
- Pascal Beucler, Senior Vice President and Chief Strategy Officer at MSLGROUP
Alumni Panel & MA Thesis Award
During the M&B Symposium, a prize was awarded to the master thesis that reflects the Media and Business programme the best: a thesis that is smart, relevant, innovative, critical and well-written. The three nominees for the MA Thesis Award were:
- Sarah Girod: The programmatic (R)evolution. Transformations in the German online advertising market after the introduction of programmatic trading techniques
- Lina Janezic: Personalization friend or foe? Personalization as a driver for innovative business models in the online news media market
- Marcus Opitz: From #InsideAmazon to #WeAreVolkswagen. Employee social-mediated crisis communication as reputational assset or threat?
The MA Thesis Award was won by Marcus Opitz for his thesis "From #InsideAmazon to #WeAreVolkswagen: Employee Social-Mediated Crisis Communication as Reputational Asset or Threat?" Marcus was present at the event to accept the award - congratulations!