Burghardt Tenderich

Burghardt Tenderich is a Professor of Professional Practice at the University of Southern California's Annenberg School for Communication and Journalism. He serves as Associate Director of the USC Annenberg Center for Public Relations and Co-Director of the Public Relations and Advertising (MA) program. His roles also include directing the Public Relations, Strategy, Innovation, and Management (MS) program. Previously, he held positions as Executive Director of the UC Berkeley Center for Entrepreneurship & Technology and Lecturer in Entrepreneurship. He has extensive industry experience, including roles at Siebel Systems, Applied Communications, and co-founding Cardisio GmbH, an AI-driven health tech company.

Education:

• PhD in Economic Geography from the University of Bonn, Germany
• MA in Economic Geography from the University of Bonn

Research Interests:

• Strategic communication in evolving media landscapes
• Brand purpose and Web3 technologies
• Health tech innovation and communication
• AI ethics and organizational communication
• Civic engagement and social justice in media

Key Contributions:

• Authored/co-authored works on transmedia branding, AI ethics, and health tech communication
• Edited annual 'Relevance Reports' analyzing trends in public relations

Labs/Teams:

• Annenberg Innovation Lab (research on emerging technologies)
• USC Annenberg Center for Public Relations

Courses Taught:

• PR 490/590: Directed Research
• PR 508: Public Relations Fundamentals
• PRSM 510: Leadership and Ethics