Burghardt
Tenderich
Burghardt
Tenderich
Tabs
Burghardt Tenderich, PhD, is professor of practice at USC Annenberg’s Journalism School, where he teaches and researches strategic communication, the emerging media environment, brand purpose, and Web3 technologies for communicators. Burghardt is associate director of the USC Annenberg School’s Center for Public Relations.
At the University of California at Berkeley, Tenderich was executive director of the Center for Entrepreneurship & Technology and lecturer on entrepreneurship.
Industry appointments include general manager, North America, for technology communications consultancy Bite Communications; vice president, Public Relations at Siebel Systems; and senior vice president & Partner at technology PR agency Applied Communications.
Tenderich co-founded Cardisio GmbH, an AI-based health tech company in Frankfurt, Germany, that has brought to market the first highly accurate, non-invasive test to screen for serious heart conditions, like coronary artery disease.
He 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).
Courses
PR 490: Directed Research
PR 508: Public Relations and Advertising Fundamentals and Strategy
PR 590: Directed Research
PR 594a: Master’s Thesis
PRSM 510: Leadership and Ethics for Communication Practitioners