Speaker: Burghardt Tenderich
From wiki
- Watch Mr. Tenderich's Lecture on "Creating Brands Through Public Relations"
- Review Mr. Tenderich's accompanying slides
Biography
Name: Burghardt Tenderich
Day Job: General Manager, Bite Communications USA
Industry: Public Relations; Consulting
Cal Affiliation: Honorary Alumni
Brief Bio: Burghardt is General Manager of Bite Communications North America, a leading technology public relations consultancy with US offices in San Francisco, Palo Alto and New York. In this role, Burghardt helps guide strategic communications for technology leaders such as Sun Microsystems, Applied Materials, Dolby Laboratories, Infosys Technologies and Advanced Micro Devices, as well as for a wide portfolio of emerging brands. He is currently leading Bite clients into the realm of social media, including online communities, blogging, podcasting and virtual worlds. He is also overseeing Bite’s expansion into the clean technology sector.
Burghardt joined Bite in 2004 from Siebel Systems, where he served as Vice President, Public Relations. Prior to Siebel, he was Senior Vice President and Partner at Applied Communications, an independent technology public relations consultancy. At Applied, he helped pioneer the utilization of communications research methodology in public relations for measuring ROI and gaining strategic insight. He also established the company’s European presence in Amsterdam.
Burghardt holds a M.A. and Ph.D. in Economic Geography from the University of Bonn, Germany.
Fun Fact(s) About Me: I’m interested in international politics, in particular regarding the European Union. My native language is German, and I’ve lived in Germany and the Netherlands. I’m an avid bike rider and huge fan of professional cycling. The last book I read was co-authored by my wife, Amy Tenderich (Know your Numbers – outlive your diabetes,” New York, 2007)
I can offer advice on: Strategic marketing and public relations; Innovation in Established Tech Firms; Entrepreneurship; Management Issues for Entrepreneurs.
I am interested in: New technologies and processes that may lead to discontinuous innovations; Web 3.0 technologies, in particular with an impact on communications; clean technologies.
Lecture Summary
Burghardt Tenderich explains the difference between public relations and advertising, and how to market your product using both these methods of outreach. Advertising allows greater control, but less credibility, and comes at a greater cost than public relations. Tenderich also discusses the different areas of public relations including press relations, corporate communications, and public affairs.