The Journalism and PR program is aimed at practice-oriented applicants interested in working in a multi-media and creative field, especially in broadcasting, online publishing or in public relations.
The program offers a balanced mix of lectures, seminars, and practical editorial work. The compulsory modules of all the study areas teach basic competency in the media and political systems, statistics and media research, media ethics, media law, and basic design and production skills in the areas of writing and copywriting, photography, video technology, sound engineering, editing systems, management and format knowledge.
After completing the compulsory phase, you can choose between one of the following specialization areas: Presenting, Video Journalism, Online Journalism, and Public Relations. Your specialization is concluded with an extensive practical project, that is usually undertaken in collaboration with a renowned media partner.
The specialization Presenting prepares students for the extensive professional scope as a tv or radio presenter. It includes acting in front of the camera and working with a microphone. You also learn to control your body, your voice, and your facial expressions and how to compose your scripts.
In addition to professional vocal coaching, you learn the professional standards of presenting for television in different contexts, such as announcements, live switching and talk shows. Your independent presentation and interviewing skills are enhanced by the development of your artistically independent and creative personality.
Students conceptualize and perform broadcasts as part of their extensive final television project. For this project, they collaborate with television journalism students.
The specialization Online Journalism focuses on the language and the special text/ content requirements for online publications, such as websites. Besides the basic technical know-how, students will get a deeper understanding of the content-related aspects of online articles.
Students learn the different applications and combinations of programming techniques in the media production workflow required in this field. They are also exposed to the different applications of design tools and generate dynamically interactive content with web flash design tools. They will learn how to develop evaluation criteria for content management systems and independently develop application-oriented concepts.
In a comprehensive final online project, students of this specialization could, for example, independently design an e-magazine or their own youtube channel.
In the specialization, Television Journalism students become familiar with camera technology as well as with the foundations and rules of image composition and montage. Professional recording equipment, editing suites, and a green screen studio are available for them to produce their contributions.
In addition, the specialization teaches the intricacies of editorial methods in terms of topic selection and the implementation of storytelling and contribution dramaturgy. Here we also focus on professional vocal coaching and the writing of so-called on- and off texts, the design of treatments, budgeting and time planning of all aspects of shoots - outside, on-site or in our studio.
The students independently implement a television broadcast for their extensive final project. For this, they collaborate with the students specializing in Presenting.
The specialization Public Relations expands on previously learned journalism skills and focuses on special technical knowledge for public relations.
The foundations include different theories, models, and perspectives on public relations that primarily explain the difference between marketing and advertising. Students get to know the economic, cultural and social aspects and framework conditions for PR work. Afterward, they get involved in the practical work of communication agencies and get to know specific PR strategies as well as the diverse application possibilities of different media. Writing press releases and other PR materials is just as important as investigating special situations and crisis communication.
In a practical final project, students develop a PR concept in cooperation with a real client and present this together with their complete planning process.
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