In 2024, she received the sponsorship award for science and media from the VÖZ - Association of Austrian Newspapers for her master's thesis. Her thesis focussed on quality factors in online journalism. "The topic of my master's thesis builds a bridge to the beginning of my studies. When I was studying journalism at the University of Vienna, one of my professors said: 'There is no such thing as quality journalism'. That really bothered me, because I couldn't, can't and won't just accept that."
Nevertheless, Anna did not end up in journalism, but in PR.
Combining journalism and PR in one degree programme is only possible in the Digital Media and Communication Master's degree programme at Burgenland University of Applied Sciences. That was the decisive reason for me to choose this degree programme.
Anna Bürkl, graduate
The degree programme combines topics such as online editing with PR and marketing. Anna is currently working as a PR consultant at k-digital, a company of the KURIER media house. This is the ideal way for her to combine PR and journalism professionally. "I firmly believe that journalism and PR can benefit from each other if they work together instead of against each other and respect each other's needs. So I really enjoy the fact that I get to hear a lot from editorial teams through my job. For example, it is important to me to promote socially relevant topics. This understanding helps me to help shape local quality journalism, at least 'in a roundabout way'." She contributes directly to quality in online journalism with her excellent Master's thesis, which was supervised by programme director Michael Roither. In it, she focussed on readers' expectations of Austrian quality online journalism.
# Gepostet in:
Besondere Stories,
Alumni Stories,
Masterstudiengang Digitale Medien und Kommunikation
