Technische Universität Ilmenau

Public Relations and Communication in the context of Globalization - Modultafeln of TU Ilmenau

The Modultafeln have a pure informational character. The legally binding information can be found in the corresponding Studienplan and Modulhandbuch, which are served on the pages of the course offers. Please also pay attention to this legal advice (german only). Information on place and time of the actual lectures is served in the Vorlesungsverzeichnis.

subject properties Public Relations and Communication in the context of Globalization in major Master Medien- und Kommunikationswissenschaft/Media and Communication Science 2013
subject number101878
examination number2500402
departmentDepartment of Economic Sciences and Media
ID of group 2555 (Group for Resarch in Public Relations and Communication of Technology)
subject leader Dr. Andreas Schwarz
term Wintersemester
credit points6
on-campus program (h)22
self-study (h)158
examalternative examination performance
details of the certificate
Signup details for alternative examinations
maximum number of participants
previous knowledge and experience

This course requires a basic knowledge in the field of media and communication studies as well as public relations.

learning outcome

The course objectives are:

  • Understanding and overview on international public relations / international strategic communication as research fields and fields of practice
  • Understanding and analysis of the international environment of strategic communicators and their organizations in terms of contextual factors such as culture, political systems, economic development, media systems, online communication, international and transnational networks, etc.
  • Identification and analysis of key actors/organizations (e.g., multinational companies, NGOs, IGOs, government) in the fields of international public relations / international strategic communication including their strategic goals, approaches, institutional structures and methods
  • Development of skills in international communication planning and campaigns



This course introduces students to the fundamentals of strategic communication in an international environment. Course participants will look at research and practice in the fields of international strategic communication including public relations and other domains of communication. They will also explore different aspects of international media systems and issues of globalization. In this course, international public relations can be understood as „the planned and organized effort of a company, institution, or government to establish mutually beneficial relations with the publics of other nations” (Wilcox, Ault, Agee, & Cameron, 2000, p. 343) or of different cultural contexts. Departing from this definition, the course gives an overview of the state of research and theoretical debates regarding international communication and/or PR. Depending on the specific focus in the according term, the course helps students in getting to know different types of organizations in fields such as international business, international civil society (NGOs), or government. Students will look at those organizations’ strategies, structures and tools of strategic communication as well as the international environment that they are operating in. Depending on course arrangements in the specific term, students might be asked to work in cooperation with a real client on different aspects or problems of international communication.

media of instruction
literature / references

All relevant course materials will be made available on the online learning platform Moodle ( The online learning platform Moodle provides you with a specific list of references for each session of this course. These sources serve as a basis for preparing the presentations in class.

Furthermore, the course is based on the following list of recommended readings:

Badhan, N. & Weaver, C. K. (2011). Public Relations in Global Cultural Contexts: Mutli-Paradigmatic Perspectives. New York, Abingdon: Routledge.

Botan, C. H. & Hazleton, V. (2006). Public Relations Theory II. New York, London: Lawrence Erlbaum Associates.

Curtin, P. A. & Gaither, T. K. (2007). International Public Relations: Negotiating Culture, Identity, and Power. Thousand Oaks, London, New Delhi: Sage.

Hanitzsch, T., Hanusch, F., Mellado, C., Anikina, M., Berganza, R., Cangoz, I., Coman, M., Hamada, B., Hernandez, M. E., Karadjov, C. D., Moreira, S. V., Mwesige, P. G., Plaisance, P. L., Reich, Z., Seethaler, J., Skewes, E. A., Vardiansyah Noor, D., & Yuen, K. W. (2011). Mapping Journalism Cultures across Nations: A Comparative Study of 18 Countries. Journalism Studies, 12, 273-293.

Lim, J. S. (2010). Global integration or local responsiveness? Multinational corporations' public relations strategies and cases. In G. J. Golan, T. J. Johnson & W. Wanta (Eds.), International media communication in a global age (pp. 299-318). New York, NY: Routledge.

Molleda, J.-C., & Laskin, A. (2010). Coordination and control of global public relations to manage cross-national conflict shifts. In G. J. Golan, T. J. Johnson & W. Wanta (Eds.), International media communication in a global age (pp. 319-344). New York, NY: Routledge.

Schwarz, A., & Fritsch, A. (2014). Communicating on behalf of global civil society: Management and coordination of public relations in international nongovernmental organizations. Journal of Public Relations Research, 26(2), 161-183.

Sriramesh, K. & Verčič, D. (2009). The Global Public Relations Handbook: Theory, Research, and Practice (2nd. ed.). New York, London: Routledge.

evaluation of teaching