The event was opened by the programme’s Academic Director Professor Joep Cornelissen, who praised the Class of 2024 as a group of 19 outstanding professionals, each demonstrating a remarkable thirst for knowledge, resilience, and commitment to their field. He said the graduates “deeply care about the profession, their peers, and society at large. Their shared commitment to civic, human-centred, responsible communication – grounded in mutual understanding, diversity and inclusion, trust, and collective progress – provides a sense of hope and aspiration for the future.”
The power of co-creation: a keynote on collaboration
The keynote address was delivered by Karin Ooms (MCC Class of 2023), senior communication advisor and project manager at Rabobank. Drawing from her research, The power of co-creation: engaging stakeholders for impact, she underscored the necessity of collaboration in addressing complex challenges.
Using a compelling analogy of hosting a party, Ooms illustrated that inviting stakeholders is just the beginning – true engagement requires ensuring they feel heard, valued, and leave with a sense of fulfillment. Reflecting on her case study of KLM Cityhopper’s participation in the Sustainable Flight Challenge, she demonstrated how companies can drive sustainability by identifying stakeholder motivations, fostering engagement, and sustaining momentum. Her core message to graduates: success is not achieved alone – collaboration is the key to impact. At last year’s graduation, Ooms received the Prof. Cees van Riel Award for Impact and Excellence in Corporate Communication for her thesis.
Diverse professionals with a wealth of experience
This year’s graduating class consists of 19 professionals representing six nationalities: the Netherlands, Brazil, Switzerland, Ireland, Curaçao and Venezuela. With an average of over 15 years of work experience, they hold senior positions across various industries, including corporate, government, non-governmental organisations (NGOs), and healthcare.
The new Master of Science in Corporate Communication graduates are: Clémence Benamar, Laura Brito Pires, Karen Castillo Gosker, Julie Dacanay, Mateus Dalmago, Anton de Graaf, Sigrid Hesselink, Tanja Kliphuis, Alex Kranenburg, Nynke Lokhorst, Fabienne Merlet, Marjorie O’Connell, Shurminia Martina Rafael, Caroline Schaberg, Fenna Visser, Lidewij de Vries, Tessa Wagensveld, Jonne van Welij, and Julian van de Wetering.
Groundbreaking research with real-world impact
In the modules, the graduates explored critical topics shaping the future of corporate communication. Their research covers corporate values, CSR, corporate reputation, employee communication and crisis communication, all examined through a contemporary lens. Some standout topics include:
- The human role in AI-related scandals
- DEI (Diversity, Equity, and Inclusion) communication on social media
- The phenomenon of ‘greenhushing’
- Strategic narratives in the Ukraine war
- CEO messaging on LinkedIn
- Leadership communication in hybrid workplaces
By applying academic theories to real-world challenges, these graduates have become true experts, offering valuable insights and practical solutions that benefit both organisations and society. For a deeper dive into their work, the Book of Abstracts provides executive summaries of their theses.
Award-winning theses in communication
This year’s Prof. Cees van Riel Award for Impact and Excellence in Corporate Communication was awarded to Nynke Lokhorst for her thesis, From ambition to action: communication and employee alignment around goals in healthcare alliances. Her research addresses the crucial challenge of aligning employees in healthcare organisations around shared yet sometimes conflicting goals. By employing a rigourous, mixed-methods approach, Lokhorst provides evidence-based insights into communication strategies that foster employee engagement. Her work stands out for its academic excellence and practical applicability, offering a valuable contribution to the field of corporate communication and leadership in the healthcare sector.
The Andreas Award for Innovation in Corporate Communication was presented to Anton de Graaf for his thesis, Outside the spotlight: greenhushing and the act of staying silent on environmental sustainability performance in the real estate asset management sector in the Netherlands. De Graaf’s research delves into the emerging phenomenon of greenhushing – where organisations intentionally under-communicate their sustainability efforts. His innovative study combines multiple research methods to uncover why companies choose discretion over transparency and what this means for corporate sustainability. His thesis provides a groundbreaking perspective on corporate responsibility, making a significant impact on both academic research and industry practice.
