What did you do before you started studying the Master's programme in Strategic Communication?

I completed a joint social science degree in Communications and Media Studies, Political Science, and Sociology at the Heinrich-Heine-University of Düsseldorf, Germany. Next to my studies, I was always excited about gaining hands-on experience in the fields related to strategic communication. I interned in public relations and communications on both the agency and corporate sides and fulfilled working-student positions in marketing and public affairs. This experience allowed me to volunteer as the elected Head of the Press and Public Relations division of Amnesty International Düsseldorf. Before starting the Master's programme in Strategic Communication, I interned at the German Embassy Pretoria in South Africa, where I worked in the Press and Public Affairs Division, which further encouraged me to pursue a career in strategic communication.

Why did you choose the Masters's programme in Strategic Communication?

Since my first visit to Sweden, I have always been very enthusiastic about the country. After living in Stockholm, where I finished my Bachelor's thesis and worked at the Friedrich Ebert Foundation Office for the Nordic Countries, I knew I wanted to do my Master's in Sweden. I chose the Master's programme in Strategic Communication because of the interdisciplinary composition of lectures and the multiple perspectives from which the topic of strategic communication is examined. The combination of theoretical and practical elements of the programme is unique in Europe, creating the best foundation for comprehensive training and education to become a strategic communication professional.

What do you currently work with?

I currently work as a Public Affairs and Association Communication Advisor at the Federal Association of the German Tourism Industry in Berlin. I am also part of a research project called Rethinking Urban Tourism Development at the Department of Strategic Communication, which addresses the challenges caused by over-tourism and its effects on sustainability in urban destinations. Additionally, I am involved in developing a degree programme in Economy for the Common Good and Sustainable Transformation for a non-profit University of Applied Sciences in Northern Germany.

How do you use the knowledge you gained during your studies in your working life?

It begins with recognizing that communication is the critical component of any organizational effort in building mutually beneficial relationships with stakeholders. On this basis, the in-depth understanding of how communication can be utilized to reach overall organizational goals with sustained success is probably one of the most valuable skills acquired from the programme. This knowledge benefits me greatly in my working life and beyond.

What advice would you give to new students?

Take full advantage of this once-in-a-lifetime opportunity and the possibilities that come with living and studying in Sweden. Use your studies to get to know yourself, identify your interests and passion, and then play to your strengths. Studying at Lund University will not only lead to a degree from a top 100 University but also to amazing new friendships. Embrace this experience that will shape you for the rest of your life.