Lasse Høgfeldt

How to Turn Your Company into a Media Outlet

Get an exclusive insight into the thoughts behind Jyske Bank TV, which in 2008 helped break the media monopoly and paved the way for the concept of "Brand Newsroom" and the strategy "Every Company is a Media Company."

Why was it important back then? And why has media development made it even more crucial today? What did it require in 2008—and what does it require in 2025?

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The students will receive

Insights into:

• How the media landscape is changing
• Whether traditional media can be trusted
• The advantages and disadvantages of traditional PR vs. editorial communication
• How to develop branded content formats
• Which channels to use
• Whether social media is a friend or foe
• How visible or invisible your brand should be
• How to achieve credibility and authenticity
• How to cut through the noise with your message
• The roles and skills needed in a team
• Whether to build internally or buy externally