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Professor of Professional Practice; Associate Director of the Strategic Communication and Public Relations Center


Public Relations Program




ASC 227B

More Burghardt

Words to live by

Scio Nescio


Public Relations
Emerging Media
Disruption and Innovation
Media Entrepreneurship
Information and Communication Technologies
Changing News Industry

Center Affiliation

Strategic Communication and Public Relations Center

Burghardt Tenderich is a Professor of Professional Practice and the Associate Director of the Strategic Communication and Public Relations Center at the University of Southern California’s Annenberg School for Communication. Prior to joining the USC faculty, Burghardt Tenderich was the executive director of the Center for Entrepreneurship & Technology at the University of California at Berkeley, where he lectured on technology innovation. He has over 20 years of experience in marketing and communication in the information technology and Internet industries, both in the United States and Europe. Previous positions include General Manager, North America, for technology communications consultancy Bite Communications; Vice President, Public Relations at Siebel Systems; and Senior Vice President and Partner at technology PR agency Applied Communications. He holds a Ph.D. in Economic Geography from the University of Bonn, Germany.

Areas of interest: public relations, emerging media, disruption and innovation, media entrepreneurship, information and communication technologies, changing news industry, transmedia, marketing

Recent publications:

  • Tenderich, B. (2015). “Why Study Public Relations?” Public Relations and Social Media for the Curious, 1st edition, ISBN: 978-1-925128-20-8, chapter 5

  • Tenderich, B. (2014) Transmedia Branding, European Institute for Media Optimization, Nierstein, ISBN: 978-3-981633

  • Tenderich, B. (2014) “Storytelling für Märkte – Transmedia Branding,” in: Herbst, Dieter-Georg. Storytelling. Konstanz, München, 3rd edition, ISBN: 978-3-86764-439-6, ISSN 1863-8988

  • Tenderich, B. (2013) “The Case for a Master’s in Business Communications,“ in: The Holmes Report, November 18, 2013

  • Thorson, K., Tenderich, B., Swerling, J. (2012) “Predicting Digital and Social Media Adoption Based on Organizational and Practitioner Characteristics” AEJMC conference paper

  • Thorson, K., Swerling, J., Tenderich, B. (2012) “Re-imagining Public Relations Curriculum in a Time of Rapid Change” AEJMC conference paper

Course Titles

  • JOUR 429 - Business and Economic Foundations of Public Relations
  • JOUR 491 - Transmedia, New Media and Strategic Public Relations/Communication
  • JOUR 504 - Public Relations Research and Evaluation
  • JOUR 508 - Introduction to Strategic Public Relations
  • JOUR 510 - Legal, Ethical and Social Foundations of Public Relations
  • CMGT 599 - Principles of Public Relations