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Dr Christian Schnee

Senior Lecturer in Public Relations

Worcester Business School

Contact Details


tel: 01905 85 2227

Christian Schnee began his career as a spokesperson for the Christian Democratic Union in Hamburg and later Hesse. Between 2001 and 2004 he served as director of government communications in the city state of Hamburg, and between 2005 and 2006 he was head of international media relations for the 2006 FIFA Football World Cup Office in Hamburg. He took up his current position as Senior Lecturer in Public Relations in 2008.



  • PhD in Marketing (University of Hull)
  • Postgraduate Certificate in Learning and Teaching in Higher Education
  • Postgraduate Diploma in Public Relations
  • BA in History and Political Science




Public Relations Practice

Public Relations and Campaigning

Public Relations and Society

Selling the Prime Minister

Integrated Marketing Communications

Research and publications

Research and publications


Reputation Management in Politics: The strategy myth. Oxford. Routledge (forthcoming)

George I. – The crown in London, the heart in Hanover (Original title: George I. – Die Krone in London, das Herz in Hannover). Kiel. Ludwig Verlag. 2013       

A short history of the city – Bonn (Original title: Eine kleine Stadtgeschichte – Bonn). Erfurt. Sutton Group. 2007

A short history of the city – Frankfurt am Main (Original title: Eine kleine Stadtgeschichte – Frankfurt am Main). Erfurt. Sutton Group. 2004

A short history of the city – Hamburg. (Original title: Eine kleine Stadtgeschichte – Hamburg). Erfurt. Sutton Group. 2003

What was going on? Wiesbaden 1945 – 2000. (Original title: Was war los in Wiesbaden? 1945 – 2000). Erfurt. Sutton Group. 2001

Book chapters:

“I, Claudius the idiot. Lessons to be learned from reputation management in Ancient Rome.” In: B. St. John III., J. L`Etang (eds.) Pathways to Public Relations History: global perspectives on profession and practice. Abingdon. Routledge (expected publication 2013)

“About heroes, myths and celebrities: Why politics isn’t all about image – but almost” (Original title: Von Helden, Mythen und Prominenten: Warum das Image in der Politik nicht alles ist – aber fast alles) In: M. Piepenschneider (ed.) Political Communication – Thoughts about civic education (Original title: Politische Kommunikation – Beiträge zur politischen Bildung). Berlin. LIT Publishing. 2010

“Struggling with the critical citizen” (Original title: Das Ringen mit dem kritischen Bürger) In: F. Heinrich (ed.) The End of Randomness - Perspectives of Communications and Media (Original title: Das Ende der Beliebigkeit – Beitraege zu Kommunikation und Medien) Viersen. Rotblatt Publishing. 2009

“Political marketing – how to use the power of emotions” (Original title: Politisches Marketing – Die Kraft der Emotionen nutzen) In: M. Bruhn et. al. (ed.) Market oriented leadership in a changing society. (Original title: Marktorientierte Fuehrung im wirtschaftlichen und gesellschaftlichen Wandel). Wiesbaden. Gabler Publishing. 2007

“Election campaigning in the USA – do robots decide who is going to be the next president?” (Original title: Wahlkampf in den USA – Entscheiden Roboter, wer der naechste Praesident wird?) In: Annual Report 2007 (Original title: Jahresbericht 2007). Bonn, Konrad Adenauer Foundation. 2007

Academic Conference Papers:

“Frankfurt versus Bonn 1949: Revisiting the campaign to become Germany’s capital city.” International History of Public Relations Conference, 24.-25. June. 2013. Bournemouth University, England

“An exploration of PR’s historical dimension or: Why PR is no 20th century invention.” Annual International Conference on Communication and Mass media. 13.-16. May, 2013, Athens Institute for Education and Research, Greece

“Exploring the origins of Personality PR: Garibaldi and the manufacturing of a hero.” University of Worcester Research Day. 4th, March. 2013, University of Worcester Business School, England

“Political communication management – Design or accident?” Convegno Annuale dell’Associazione di Comunicazione Politica, 13.-15. December, 2012, Campo Universitario Luigi Enaudi, Italy

“Augustus – Public Relations and the making of an imperial reputation” 2nd International History of Public Relations Conference, 6.-7. July, 2011, University of Bournemouth, England

“Presenting the Prime Minister – An exploration of strategic reputation management in British politics”, Conference on Leadership, leaders and new trends in political communication. 20.-21. May, 2011, LUISS University, Rome, Italy

“Public Relations – in search of the historical dimension”. 10th May, 2011, Research Day, University of Worcester Business School

Book reviews:

Appleby’s America. How successful political, business and religious leaders connect with the new American community, by J. M. Dowd et al. Die Politische Meinung. March 2008, pp. 36-38


“The story of PR: Making an imperial reputation” In: Communication Director.3. 2012, August

“Campaigning against coalition partners“ In: Total Politics. No.28, Oct 2010, p. 105

Professional experience

Professional experience

Head Of The Political Communications Unit 2006-2008
Konrad-Adenauer-Foundation; Institute of Political Education, Schloss Eichholz, Urfelder Strasse, Wesseling
Political Think Tank – Affiliated to The Christian Democratic Party

Adjunct Lecturer In Political Marketing And Public Relations 2006
Akademie Für Multimediale Ausbildung Und Kommunikation Ag An Der Hochschule Mittweida (Academy for Multimedia Education and Communication at the University of Applied Sciences in Mittweida – Saxony)

Project Manager For International Media Relations 2005-2006
Fifa World Cup Office, Hamburg

Sessional Coach / Lecturer In Political Communications Since January 2005
Konrad Adenauer Foundation, Germany

Director Of Government Communications, Head Of The First Minister’s Communications Department 2001-2004
Free And Hanseatic City of Hamburg, Senate Chancellery, Germany

Party Spokesperson, Parliamentary Party Spokesperson, Editor In Chief Of The Party Newspaper 1999-2001
CDU Hesse, CDU Parliamentary Party in The State Parliament of Hesse, Germany

Communications Officer 1998-1999 
CDU Parliamentary Party In The State Parliament of Hamburg, Germany 

Freelance Journalist April 1991 – July 1993 / July 1996 – August 1997
Various German newspapers and news agencies (Frankfurter Allgemeine Zeitung, Dpa, Rheinischer Merkur, Frankfurter Neue Presse, Bild)

Public lectures

Public lectures

Political Communication and state politics (Original title: Politische Kommunikation und Landespolitik)
University of Hamburg, Institute of Journalism, Germany, 2001

Personality PR. A case study: Ole von Beust, First Minister of Hamburg. (Original title: Personality PR am Beispiel des Ersten Bürgermeisters Ole von Beust)
University of Klagenfurt, Institute of Communication Studies, Austria, 2008

Personality Public Relations in Political Campaigns (Original title: Personen PR und politische Kampagnen)
European Values Association, Telc, Czech Republic, 2008

Government communications in Germany: A reflection of best practice
Ukrainian President’s department of communications, Kiev, Ukraine, 2008

Government communications: Lessons to be learnt
Governor of Donetsk’s department of communications. Donetsk, Ukraine, 2009

Brand management in party politics and campaigning
University of East Anglia, Department of Politics, UK, 2009

FIFA Football World Cup and the Re-Branding of Germany
Konrad Adenauer Foundation, Kiev, Ukraine, 2010

The Business of Politics: Informing the Citizen and manipulating the consumer?
(Original title: Der Politiker oder: Werden wir informiert oder manipuliert)
Bundeswehr, Human Resources Department, Cologne, Germany, 2011

Simplicity beats complexity: Why voters love simple messages
Pavel Shatev Institute and Eduardo Frei Foundation, Skopje, Macedonia, 2011

Stage managing the candidate: How images help win elections
(Original title:Der inszenierte Kandidat – Wie Bilder Wahlen entscheiden)
Konrad Adenauer Foundation, Hamburg, Germany, 2012

Winning over your audience: The secrets of successful public speaking
Konrad Adenauer Foundation and Eduardo Frei Foundation. Skopje, Macedonia, 2012

Stage managing the candidate: How images help win elections
(Original title: Der inszenierte Kandidat – Wie Bilder Wahlen entscheiden)
Christian Democratic Party, Düsseldorf, 2013

Winning hearts and minds: How Boris Johnson won London’s mayoral election
Konrad Adenauer Foundation and Eduardo Frei Foundation. Skopje, Macedonia, 2014