Institut für Kommunikationswissenschaft und Medienforschung (IFKW)




Information in English

Prof. Dr. Romy Fröhlich

Romy Fröhlich has built a reputation for her work on the influence of (political) public relations on media coverage/journalism, as well as her work on the media coverage of war and violence. For more than 20 years, she has published nationally and internationally on both topics, and she regularly presents her findings at top scientific conferences around the world. A special emphasis of her work relates to gender sensitive aspects [e. g., “The coverage of war, security, and defense policy: Do Women matter?” European Journal of Communication, 25(1), 2010, pp. 1–10). Together with Helmut Scherer, she has been Principal Investigator in the to date only existing longitudinal content analysis of the media coverage of war (over a period of 10 years; funded by the German Research Foundation (DFG)).

On 1.1.2014 her latest research project started: "(In)Forming Conflict Prevention, Response and Resolution: The Role of Media in Violent Conflict (INFOCORE)". INFOCORE is an international collaborative research project funded under the 7th European Framework Program of the European Commission. It comprises leading experts from all social sciences, and includes nine renowned research institutions from seven countries. Its main aim is to investigate the role(s) that media play in the emergence or prevention, the escalation or de-escalation, the management, resolution, and reconciliation of violent conflict.

At the invitation of Professor Dr. Ingrid Volkmer at the University of Melbourne, Australia, Romy Fröhlich is currently working with Dr. Michael Ewing, Dr. Jacob Groshek (both University of Melbourne) and Dr. Dwi Djenar (The University of Sydney) on a “Discovery”-Scheme-Application with the Australian Research Council: “Urban youth & networked spheres: An international study of public communication in social media spaces.” The project aims to investigate how young people perceive social networked spheres within the broader context of public spaces. Through an international comparative approach, the planned study will provide new insights into the use of social media for shaping national and transnational public spheres by future key agents of social, political and economic change.

Romy Fröhlich is part of a dense international network of scholars that has, among other things, led to the publication of two edited volumes comprising a variety of authors from different countries within and beyond Europe: “Journalism education in Europe and North America. An international comparison” (London: Hampton Press, 2003; co-edited with Christina Holtz-Bacha) and “Women journalists in the Western world: Equal opportunities and what surveys tell us.” (Cresskill, N.J.: Hampton Press, 2008; co-edited with Sue Lafky). She is currently editing another book on “Media, conflict and security” together with Piers Robinson (The University of Manchester, UIK) and Philip Seib (University of Southern California, USA), which will be published by Routledge.

Romy Fröhlich is editor of one of Germany’s main textbooks on the theory and practice of public relations (Wiesbaden: VS Verlag; co-edited with Günter Bentele and Peter Szyszka). She serves on the editorial (advisory) boards of several leading international scientific journals (“Corporate Communication”, “Studies in Communication Sciences”, ”Journalism & Mass Communication Editor”, “Communication, Culture & Critique” and “Feminist Media Studies”). She is a member of the German Communication Association (DGPuK) (2002–2006: President; 1998–2002: Vice President), International Communication Association (ICA), International Association for Media and Communication Research (IAMCR) (2000–2005: Member of the Leading Council of the Professional Education Division), and the German Public Relations Society (DPRG). Since 2007, she chairs LMU’s Mentoring Program for Young Female Scientists at the Faculty for Social Sciences (by appointment through the university’s president).


Selected major international publications

Edited Books

Robinson, P., Seib, P., & Fröhlich, R. (Eds.). (2015, in press). Routledge handbook of media, conflict and security. Oxford: Routlegde.

Fröhlich, R. & Lafky, S. (Eds.). (2008). Women journalists in the Western world: Equal opportunities and what surveys tell us. Cresskill, N.J.: Hampton Press.

Fröhlich, R. & Holtz-Bacha, C. (Eds.). (2003). Journalism education in Europe and North America. An international comparison. London: Hampton Press.

Articles in Peer Reviewed Academic/Scientific Journals

Fröhlich, R. (2014). Book people in Germany: A study on the professional situation and career conditions of men and women in the German book publishing industry and the book trade. Publishing Research Quarterly, 30, 223-243. Online First 10.4.2014, doi: 10.1007/s12109-014-9361-8

Fröhlich, R., Koch, T., & Obermaier, M. (2013). What’s the harm in moonlighting? A qualitative survey on the role conflicts of freelance journalists with secondary employment in the field of PR. Media, Culture and Society, 35, 809–829.

Fröhlich, R. (2013). Young future PR-professionals: Perceptions of the future occupational field and assessment of current PR education. A survey of tertiary level students in Austria, Germany and Switzerland. Studies in Communication Sciences, 13(1), 24–32. Online first 2.4.2013, doi: 10.1016/j.scoms.2013.04.002

Fröhlich, R., Quiring, O. & Engesser, S. (2012). Between Idiosyncratic Self-Interests and Professional Standards: A Contribution to the Understanding of Participatory Journalism in Web 2.0. Results from an Online Survey in Germany. Journalism – Theory, Practice & Criticism, 13, 1039 –1061. [DOI: 10.1177/1464884912442282]

Fröhlich, R. (2010). The coverage of war, security, and defense policy: Do Women matter? A longitudinal content analysis of broadsheets in Germany. European Journal of Communication, 25(1), 1–10.

Fröhlich, R. & Peters, S. B. (2007). PR “bunnies” caught in the agency ghetto? Gender stereotypes, organizational factors, and women’s careers in PR agencies. Journal of Public Relations Research, 19(3), 229–254.

Fröhlich, R. & Rüdiger, B. (2006). Framing political public relations: Measuring success of strategies in Germany. Public Relations Review, 32, 18–25.

Fröhlich, R. (1995). Coping with the new system. Implications of journalism education in former GDR after democratization. Le Reseau/The Global Network, no.Vol.(3), 33–47.

Contributions/Articles in Edited Books

Fröhlich, R. (2013). Women, media, and war: The representation of women in German broadsheets between 1980 and 2000. In J. Seethaler, M. Karmasin, G. Melischek & R. Wöhlert (Hrsg.), Selling war. The role of the mass media in hostile conflicts form World War I to the ‘War on Terror’ (pp. 157–180). Bristol, UK, und Chicago, IL: Intellect und The University of Chicago Press.

Fröhlich, R., & Schöller, C. (2012). Online brand communities: New public relations challenges through social media. In S. Duhe (Ed.), New media and public relations (2nd ed., pp. 86-95).  New York, NY: Peter Lang.

Fröhlich, R. (2009a). PR professionals in Germany: Far behind expectations? In E. Invernizzi, T. M. Falconi, & S. Romenti (Eds.), Institutionalising PR and corporate communication (pp. 255–276). Vare-se, Italien: Pearson.

Fröhlich, R. & Holtz-Bacha, C. (2009b). The German journalism education landscape. In Georgios Terzis (ed.), European journalism education (pp. 131–147). Bristol, UK: Intellect, The Mill; Chicago; IL: Intellect, The University of Chicago Press.

Fröhlich, R. & Lorenz, S. B. (2009c). Self-employed public relations practitioners in Germany: "One-woman-shows" beyond male hierarchies? In E. Invernizzi, T.M. Falconi & S. Romenti (Hrsg.), Institutionalising PR and corporate communication (pp. 277–303). Varese, Italien: Pearson.

Fröhlich, R. (2008). Political public relations: Research on its success and its influence on German media coverage. In A. Zerfaß, B. van Ruler, & K. Sriramesh (eds.), Public relations research. European and international perspectives and innovations (pp. 153–164). Wiesbaden: VS Verlag für Sozialwissenschaften.

Fröhlich, R. & Holtz-Bacha, C. (2008). Gender and German Journalism: Where do all the women go? In Romy Fröhlich & Sue Lafky (eds.), Women journalists in the Western world: Equal opportunities and what surveys tell us (pp. 81–97). London: Hampton Press.

Fröhlich, R. (2007). Three steps forward and two steps back? Women journalists in the Western world between progress, standstill, and retreat. In Pamela Creedon & Judith Cramer (eds.), Women in Mass Communication [third and completely new edition] (pp. 161–176). Thousand Oaks, London, New Del-hi: Sage.

Fröhlich, R. & Wimmer, J. (2007). The determination of the success of organizational relationship management through network structure: The ‘Attac’ case. In Sandra C. Duhe (ed.), New media and public relations (pp. 217–231). New York: Peter Lang.

Fröhlich, R. (2004). Feminine and Feminist Values in Communication Professions: Exceptional Skills and Expertise or “Friendliness Trap”? In Marjan de Bruin & Karen Ross (eds.), Gender and Newsroom Cultures: Identities at Work (pp. 65–77). Cresskill, NJ: Hampton Press.

Fröhlich, R. & Holtz-Bacha, R. (2003). Challenges for today’s journalism education. In Romy Fröhlich & Christina Holtz-Bacha (eds.), Journalism education in Europe and North America. An international comparison (pp. 307– 323). Cresskill, NJ: Hampton Press.

Fröhlich, R. & Holtz-Bacha, R. (1993). Structures of inhomogeneity – dilem¬mas of journalism training in Europe. In Gerd G. Kopper (ed.), Innovation in journalism training. A European perspective (pp. 13–25). Berlin: Vistas.


Fröhlich, R. (2008). Consonance of Media Content. In W. Donsbach (Hrsg.), The international ency-clopedia of communication, Volume III (pp. 937–941). Oxford, UK, and Malden, MA: Wiley-Blackwell, 2008.



Lectures since 1996

  • “Public Relations: Introduction in Basics and Theory”
  • „Public Relations as a Profession“
  • “Communication Research National and International: Scientific Results from Surveys on Media People (Journalism and PR)“
  • „Media Systems: An International Comparison”
  • „A Different History of Media History: The Audience in the Light of Social Change and the Evolution of Media“
  • “Media – Ethics – Moral”
  • “Introduction to Communication History and Theory”
  • „Theory and Practice of Media Entertainment“
  • „Development and Results of Gender Related Communication Research. An International Comparison”
  • “Famous Women in Current German Journalism: A Lecture with Prominent Guests”
  • „The History of German Radio Programmes: From ‘Word Content’ to ‘Music Only’”

Seminars since 1986

  • „Media, Public Opinion and War: An International Comparison of Journalism, Propaganda and PR in Times of War“
  • „Framing as a Process of the Construction of Reality –– War Coverage as Case Study“
  • “Media and Violence: Newspaper Coverage”
  • “International Protest, the Media and Propaganda”
  • “Political Communication as Political PR”
  • „Political PR and Elections: Influence of PR on Media Coverage“
  • “Journalism, Public Relations and male and female Politicians”
  • “Political Journalism, PR-Professionals and Politicians: About Spin-Doctors and ‚Rent-a-Journo’”
  • “Public Relations Theory”
  • “Corporate Communications as Intangible Asset: The Challenge of Evaluation and Measurement”
  • „Intereffication vs. Determination: PR Theories explaining the Interaction Between Journalism and PR“
  • “PR-Evaluation: An Introduction to Empirical Methods“
  • “PR for Media Organizations“
  • “The Public Relations Strategies of German Public Broadcasting Corporations”
  • "Campaigning: Strategic PR Planning”
  • „Media Relations: A Scientific Reflection on Concepts, Realisation and Evaluation“
  • „The Determination of Journalism through PR!?“
  • „The Internet as Object of Research: Problems and Characteristics of Research Questions and Research Methods”
  • „Women in Communication Professions, in Media and IT: A Comparative International Synopsis.”
  • “Audience Research in Germany in the Light of Social Change and the Evolution of Media: The Development of Methods, Analyses and Results”
  • “Journalistic Genres and Working Techniques”
  • “From the Gatekeeper Approach to Agenda Setting Theory: News Theory – News Values – News Factors”
  • “News Research: Classical Studies & Theories and New Approaches"
  • “Zero Hour: Media in Germany after World War II”
  • “Women and Media in Germany: Their Representation in Media Coverage and the Professional Situation of Female Journalists”
  • “Women in Journalism: An International Comparison”
  • “Male and Female Journalists in Fiction (Literature and Film) and Reality”

Exercise Courses since 1986

  • „Introduction into Quantitative Content Analysis“
  • „Qualitative Research Methods for Media Analysis”
  • „Introduction into Experts Survey“
  • “Quantitative Survey Methods”
  • „Introduction to Strategic PR Planning Methods“
  • „ Introduction to Framing Analysis (Case Study: War Coverage)
  • „The Journalistic Interview: Techniques for Radio and TV“