The Strategic Communication Research Group at the Department of Communication (Institut für Publizistik) of Johannes Gutenberg University Mainz is led by Prof. Dr. Thomas Koch. The group examines how organizations engage in strategic communication and the effects these practices have in an increasingly complex media environment.
The group is responsible for teaching the two-year consecutive Master’s program in Strategic Communication. This selective program prepares students to analyze, design, and manage communication processes for companies, public institutions, and nonprofit organizations. Over the course of four semesters, students gain in-depth insights into managing strategic communication with internal and external stakeholders. The curriculum combines theoretical foundations, empirical research, and hands-on practice, emphasizing research methods, evidence-based communication management, and ethical responsibility.
In research, the group investigates all aspects of strategic communication. Using a broad range of quantitative and qualitative methods, we study the mechanisms, effects, and societal implications of strategic communication. Our goal is to advance theoretical understanding while offering empirically grounded insights that inform communication practice.
The Strategic Communication Research Group investigates the mechanisms, dynamics, and societal implications of communication within and by organizations. Our work bridges theory and practice by combining conceptual work with empirical research using a broad range of quantitative and qualitative methods. We aim to understand how strategic communication influences relationships between organizations and their stakeholders, as well as its broader effects on society.
The group’s research focuses on four key areas: Together, these focal areas reflect our overarching goal: to understand and explain how strategic communication operates across organizational, societal, and media boundaries.
The key areas are:
We examine how organizations communicate about corporate responsibility, sustainability, and socio-political engagement. Research topics include Corporate Social Responsibility (CSR), Greenwashing, and Corporate Social Advocacy (CSA), the latter currently investigated in the DFG-funded project COSPO (Corporate Socio-Political Positioning). COSPO analyzes how companies take public stances on socio-political issues.
Our research explores how persuasive communication shapes attitudes, perceptions, and behavior across different contexts. We study advertising effects, credibility and repetition effects, and the reception and impact of media content in digital environments, with a special emphasis on crisis communication. By integrating perspectives from psychology and communication science, we seek to better understand how persuasive messages work—and under which conditions they succeed or fail.
We analyze the complex interrelations between journalism and public relations on individual, organizational, and societal levels. Our work addresses topics such as brand journalism, native advertising, and the blurring boundaries between Journalism and Public Relations. This line of research examines both the collaborative and conflictual dynamics between the two fields and their implications on the micro-, meso-, and macro-level.
This research area focuses on internal communication within organizations, with particular emphasis on informal communication processes and their impact on individual and organizational factors. We investigate how informal networks shape information flow and employee engagement, as well as how strategic communication can support transparent and effective internal dialogue.
The Master’s program in Strategic Communication
Our Master’s program provides an in-depth understanding of how to analyze, design, and implement strategic communication by combining a solid scientific foundation with practice-oriented approaches.
Detailed information about the program is available here:
https://strategischekommunikation.uni-mainz.de/.
Study and Academic Support
The Studies Office for Communication (Studienbüro Publizistik)) serves as the pivotal point of contact for all program-related matters. It offers academic advising, supports students with questions regarding study organization, and manages key administrative processes such as credit transfer (e.g., for coursework completed abroad) and internship recognition. The office also oversees administrative matters for the Master’s program in Strategic Communication.
International Mobility
The Department of Communication actively promotes international study experiences. Through the EU-funded ERASMUS program, the department maintains partnerships with numerous institutions across Europe specializing in media and communication studies.
Students interested in study abroad opportunities outside of ERASMUS are supported by the university’s International Office (Abseiling Internationales/Outgoing).
Further Information
For more details and a full list of people at the department, please visit:
www.ifp.uni-mainz.de
For general guidance on organizing your studies at Johannes Gutenberg University Mainz, please visit:
www.studium.uni-mainz.de
Master’s Theses
A comprehensive guide to writing a Master’s thesis is available here. It contains all essential administrative information, including how to register your thesis.
M.A. students in Strategic Communication may choose from a variety of topics for their final oral exam. The list of available topics can be found here.