This area of research examines internal communications, PR and advertising under the umbrella of "strategic communications", and media performance. In our research on strategic communications, we reflect not only on the communication goals of the three areas, the success-oriented communication management efforts of organizations, such as in the case of campaigns (public communication campaigns, referendum campaigns, advertising campaigns) and opportunities and boundaries for strategic communication as a whole, but also on the effects of these persuasive forms of communication. Media performance can be traced back to the strategic communication efforts of relevant actors on the one hand, and to independent journalistic coverage and discussion of topics on the other. Our research on media performance begins with a look at the functions of media, such as orientation or critical functions, and analyzes discussions and interpretations of these functions.
In the area of strategic communications, research contributions are made by the «Media & Politics» (Prof. Dr. Otfried Jarren), Public Sphere & Society (Prof. Dr. Kurt Imhof) «Media Reality & Effects» (Prof. Dr. Heinz Bonfadelli), «Media Psychology & Effects» (Prof. Dr. Werner Wirth) and «Media Economics & Management» (Prof. Dr. Gabriele Siegert) departments. In the media performance area, research is conducted primarily by the «Media Reality & Effects» (Prof. Dr. Heinz Bonfadelli) and «International & Comparative Media Research» (Prof. Dr. Frank Esser) departments.