Burghardt
Tenderich

Professor of Professional Practice, Public Relations
Co-director, Public Relations Studies Program and Associate Director, Center for Public Relations
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.
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, Diversity and Inclusion, Entrepreneurship, Ethics, Global, Health, Leadership, Marketing, Politics, Social Media, Technology and Innovation
Research and Practice Areas: 
Civic Engagement and Social Justice
Health
News and Media Industries
Science, Technology and Innovation
Center Affiliation: 

Burghardt
Tenderich

Professor of Professional Practice, Public Relations
Co-director, Public Relations Studies Program and Associate Director, Center for Public Relations

Tabs

Burghardt Tenderich is a professor of professional practice, co-director of the Public Relations Studies Program, and the associate director of the Center for Public Relations Center at the USC Annenberg School for Journalism and Communication. Prior to joining the USC faculty, Tenderich was the executive director of the Center for Entrepreneurship and Technology at the University of California, Berkeley, where he lectured on technology innovation and entrepreneurship.

He has more than 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 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).

Spring 2020

PR 450: Advanced Strategic Public Relations

PR 490: Directed Research

PR 529: Business and Economic Foundations for Public Relations

PR 561: Principles of Public Relations

PR 590: Directed Research

ASCJ 420: Annenberg Collaboratory

CMGT 561: Principles of Public Relations