Peter Winkler

Peter Winkler serves as a University Professor in the Department of Communication Science at Paris Lodron University Salzburg. His academic profile demonstrates extensive engagement with contemporary communication challenges, particularly focusing on digital transformation's impact on strategic and organizational communication systems. With continuous scholarly output from 2008 through projected 2025 publications, he maintains active research leadership in the field.

Professor Winkler's research interests center on strategic communication in digital environments, with particular expertise in organizational communication, public relations evolution, and digital media strategies. His work critically examines the political dimensions of integrated communication systems, exploring how micro-political dynamics and ideological frameworks shape corporate communication practices. He investigates the paradoxical nature of digital transformation in public relations, analyzing tensions between control demands and flexibility requirements in contemporary communication strategies.

His recent publication trajectory reveals a pronounced focus on digitalization challenges in strategic communication, with increasing attention to political dimensions of corporate communication and organizational emergence through communication processes. The VUCA framework appears as a significant conceptual tool in his latest work, reflecting adaptation to volatile, uncertain, complex, and ambiguous communication environments.

• Dissertationspreis der DGPuK Fachgruppe Public Relations und Organisationskommunikation (2015)
• EUPPRERA Best Paper Award (2016, 2020, 2022, 2023)

Professor Winkler actively contributes to academic discourse through substantial peer review activities for journals including Journal of Communication Management, Business & Society, and Journal of Business Ethics. He serves as project manager for multiple significant research initiatives, notably DigInfluAd Austria and the DIGISKILLS series examining digital competencies in Austria. His advisory activities include participation in habilitation committees and expert assessments, demonstrating institutional leadership beyond direct research contributions.