On 16 and 17 May 2025, the Department of Economics at Burgenland University of Applied Sciences hosted the European Business Forum 2025 in Eisenstadt. Under the theme ‘Turmoil in Politics and Business’, experts, students, media representatives and members of the public gathered to discuss key issues facing our society – ranging from fake news and crisis communication to social polarisation. The event was organised and run largely by a team of four students from the Bachelor’s programme in International Economic Relations.

Alexandra Hirschl, Valentina Mijatovic, Jennifer Strobl and Marlene Novy, as a student project team, took on tasks in the areas of communication, organisation, technical support, event support and documentation. As well as coordinating the information point and helping to design the travelling exhibition on the theme of ‘30 Years of Austria in the EU’, their responsibilities also included video production, conducting interviews and creating social media content.

Following welcoming remarks by Managing Director Georg Pehm and State Parliament President Astrid Eisenkopf, the keynote speech by Patrizia Pappacena, former press spokesperson for a Federal Minister for Education , was a real eye-opener: She highlighted how emotions are deliberately exploited in political communication – sometimes with worrying consequences. Josef Barth, Head of Public Relations at the Public Prosecutor’s Office for Economic Affairs and Corruption in Austria, emphasised the importance of independent institutions and transparency in times of public outrage. Journalist Georg Renner provided insights into the challenges facing modern newsrooms as they balance relevance and reach.

A particular highlight was the panel discussion, which focused on key issues relating to media responsibility, the culture of outrage and democratic resilience. The Europa-Café, featuring a wine tasting, provided a light-hearted interlude, as did the EU-themed wheel of fortune run by students, where knowledge was conveyed in a playful way and participants were rewarded with EU goodie bags.

The practical project was a unique opportunity to put what we’d learnt into practice. As well as creating video and photographic content, we gained experience in organising large-scale events, conducting interviews and strategic communication. Networking with speakers and partners such as Europe Direct and the Federation of Austrian Industries was particularly rewarding.

The second day was opened by programme directors Gerda Füricht-Fiegl and Tonka Semmler-Matosic. The highlight was a readingof ‘Das Gurkerl’by Burgenland-based author Johanna Sebauer, who used her sharp pen to expose the mechanisms behind media hype. In the panel discussion that followed, management consultant Angelika Kiessling, marketing director Michael Gulliver Wagner and press officer Marlena Mayer discussed how companies deal with public criticism and the role emotional communication plays in crises.

Here, too, the student team played an active role – whether in moderating the travelling exhibition or providing technical support for the discussions. The interactions, the personal exchanges with speakers and the positive feedback from participants showed that this forum was more than just a conference.

A particular highlight was the continued use of the travelling exhibition: in close collaboration with Prof. Ludmilla Waschak, we are now also incorporating it into the Area Studies course – an example of sustainable teaching of European topics.

For us, the European Business Forum 2025 was not just an event – it was an experience that helped us grow both personally and professionally. We would like to extend our heartfelt thanks to all the speakers, supporters and guests – and we’re already looking forward to next year’s edition. Because if one thing became clear, it’s this: Europe is on the move. And we’re delighted to be part of this movement.

You can find even more highlights from the event here.

Guest article: Alexandra Hirschl, Valentina Mijatovic, Jennifer Strobl and Marlene Novy