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Strategic Communication/Public Relations

Strategic Communication/Public Relations

One may complain about it or not: While there are less and less jobs in journalism in recent years, public relations, advertising and marketing are booming. New and exciting jobs in communications and positions in companies and institutions emerge constantly. Newer examples are search engine marketing and optimization, community management in social media, corporate social responsibility, employer branding, spin doctoring or public diplomacy. Strategic, i.e. integrated communication, planned in the long run, is always central to these fields.

While in communication practice often one trend supersedes the other and certain breathlessness is bewailed, we keep an overview. Students acquire basic skills and knowledge that will help them to master different professional challenges (transfer and reflection knowledge). Together with our lecturers, students discuss, analyze and research current topics and practical examples. By that, they learn to understand, critically reflect and practically use regularities in the field of communication and publicity.

Course Contents

In the specialization modules, theoretical analysis and discussion as well as conception, planning and implementation of strategic communication activities are central. The research modules  comprise two semesters and are usually dedicated to empirical projects from applied and basic research in the field.

Possible topics in specialization and research modules are:

  • How do press releases spread in the social web?
  • What are the effects of video advertising in online and TV campaigns?
  • Terrorism as strategic communication
  • Crisis PR and stakeholders: Perceptions and strategic options in turbulent times
  • Media relations of German and US armed forces in comparison
  • What is the value of a Facebook fan? Success evaluation of social media campaigns?
  • How to plan cross-media campaigns?

Study Requirements

Students fulfill the following requirements: 

  • fluent English, spoken and written
  • good basic knowledge of media effects research, reception research, product research and communicator research from the perspective of communication science;
  • basic knowledge of qualitative and quantitative methods of empirical social research;
  • basic knowledge of marketing theory and market research.


  • Public relations, PR evaluation and advertising effects: Prof. Dr. Jeffrey Wimmer