Silvia Ettl-Huber

Prof. Silvia Ettl-Huber serves as Vice Rector for Research and Innovation and heads the Department of Business Studies at the University of Applied Sciences Burgenland, leading its HR Management Master's program. Previously, she directed the Center for Journalism and Communication Management at Danube University Krems and managed the FH Burgenland's research subsidiary. Her research focuses on media economics, storytelling's impact in communication (internal/external, social media, political/scientific contexts), and narrative marketing. She has authored numerous works on CEE media landscapes and storytelling applications. Her academic contributions include advising master's theses on storytelling and evaluating communication strategies in hybrid media systems.

Research interests include scientific writing, media management, and narrative-driven communication. She has explored storytelling's credibility, crisis communication in social media, and the evolution of organizational communication roles in the digital age. Her work bridges theoretical frameworks with practical applications in journalism, PR, and management education.

Publications span storytelling efficacy in health communication, AI-driven HR practices, and export strategies. She emphasizes reflective hybrid approaches in continuing education and case study methodologies. No awards are listed, but her leadership roles and prolific publishing highlight her academic influence.