Image of Burghardt Tenderich

Burghardt
Tenderich

Professor of Practice; Associate Director, Center for Public Relations
Co-director, Public Relations and Advertising Studies
At the intersection of practice and academia, Burghardt Tenderich analyzes the disruptions in today’s media environments and the impact these profound changes have on the study and practice of organizational communication.
Image of Burghardt Tenderich
At the intersection of practice and academia, Burghardt Tenderich analyzes the disruptions in today’s media environments and the impact these profound changes have on the study and practice of organizational communication.
Expertise: 
Business, Digital Media, Entrepreneurship, Health, Marketing
Research and Practice Areas: 
Civic Engagement and Social Justice
Health
News and Media Industries
Science, Technology and Innovation
Center Affiliation: 

Burghardt
Tenderich

Professor of Practice; Associate Director, Center for Public Relations
Co-director, Public Relations and Advertising Studies

Tabs

Burghardt Tenderich, PhD, is a professor of practice at USC Annenberg in Los Angeles, where he teaches and researches about strategic communication, the emerging media environment, media entrepreneurship and brand purpose. Tenderich is associate director of Annenberg’s Strategic Communication and Public Relations Center. He is author of the book Transmedia Branding, USC Annenberg Press (2015), together with Jerried Williams.

At the University of California at Berkeley, Tenderich was the executive director of the Center for Entrepreneurship & Technology and a lecturer on entrepreneurship. Tenderich has over 20 years experience in communication and marketing in the information technology and internet industries.

Industry appointments include general manager, North America, for technology communications consultancy Bite Communications; vice president, public relations at Siebel Systems; and senior vice president and partner in technology public relations agency Applied Communications. In 2016, Tenderich co-founded Cardisio GmbH, an innovative, AI-based mobile health tech company in Frankfurt, Germany, that aims to steeply improve heart health by screening non-invasively for coronary artery disease and other heart conditions.

Tenderich holds an MA and a PhD in economic geography from the University of Bonn, Germany.

Books

Transmedia Branding: Engage Your Audience, co-author (USC Annenberg Press, 2015).

Book Chapters

Public Relations: Competencies and Practice, chapter 7: “Content Creation in Public Relations,” author (Routledge, 2019).

2019 Relevance Report, chapter: “How Ethical is your AI?,” author and editor (USC Center for Public Relations, 2019).

2018 Relevance Report, chapter: “Health Tech Communication Reloaded,” author and editor (USC Center for Public Relations, 2018).

2017 Relevance Report, chapter: “The Rise of Purpose,” author and editor (USC Center for Public Relations, 2017).

Public Relations and Social Media for the Curious, first edition, chapter 5: “Why Study Public Relations?,” author (The Curious Academic Publishing, 2015).

Journal Articles

“What Are PWDs (People With Diabetes) Doing Online? A Netnographic Analysis,” co-author (Journal Of Diabetes Science and Technology, 2018).

“Overcoming an identity crisis: transmedia branding and the re-invention of public relations,” author (International Public Relations Association Thought Leadership series, 2015).

Fall 2021

PR 429: Business and Economic Foundations of Public Relations
PR 490: Directed Research
PR 508: Public Relations and Advertising Fundamentals and Strategy
PR 590: Directed Research
PR 594a: Master’s Thesis