Frauke Hachtmann, Ph.D., MBA, M.A., BCC
Professor; William H. Kearns Chair in Journalism
Advertising & Public Relations Sports Media & CommunicationFrauke's Twitter page
Frauke Hachtmann is a professor in the College of Journalism and Mass Communications, where she holds the William H. Kearns Chair in Journalism. She joined the faculty in 2002 and has developed and taught a variety of courses including media strategy, advertising and public relations campaigns, global advertising, introduction to advertising and public relations, FOX Sports University, personal branding, advertising and public relations research and promotional writing. She frequently teaches online courses and completed the Online Learning Consortium teaching certificate with an emphasis on mobile learning. In addition, she has led multiple short-term study abroad courses to Germany and Japan. In 2021, she received the AEJMC Advertising Division Distinguished Teaching Award.
A native of Germany, her research focuses on crisis response advertising, the strategic use of emerging media in sports communication, and international advertsing education. Hachtmann recently published a book, Crisis Response Advertising: Insights & Implications from COVID-19. In addition, her research has appeared in the International Journal of Sport Communication, the Journal of Digital & Social Media Marketing, Advertising & Society Review, the Journal of General Education, and the International Journal of Learning, and was recognized with a Best Article Award in the Journal of Advertising Education. Part of her research has been supported by grants from Duke University and the University of Nebraska–Lincoln Research Council.
Hachtmann has held numerous leadership positions in national and international associations and currently serves as a member on the International Association for Communication and Sport Board of Directors. She also served as associate dean in the College of Journalism and Mass Communication, with responsibilities ranging from overseeing student services to enrollment management, curriculum development, and assessment. During that time she worked with faculty on developing and launching the college's fourth major in sports media and communication. In 2017, Hachtmann served as academic co-director of the UNL's inaugural Mandela Washington Fellowship, hosting 25 sub-Saharan African scholars for a six-week professional development program. She also led the college's advertising and public relations sequence, directed the Hitchcock Center for Graduate Study and Professional Journalism Development, and received a $50,000 Online Worldwide grant to develop an online specialization in integrated media communications (IMC), which launched in the fall of 2012.
Prior to her teaching appointment at the University of Nebraska–Lincoln she worked for the Nebraska Athletic Department as a media buyer, editor of the Red 'N White Newsletter and in-house graphic designer for 23 collegiate sports. She came to University of Nebraska–Lincoln as a full-scholarship student-athlete on the women's tennis team. In 2016, Hachtmann was selected as the Nebraska Athletic Department Alumni Master, a recognition by the Nebraska Alumni Association of alumni who have shown great promise, success, and leadership in their fields. Her work in sales promotions for major consumer brands in Germany brings international professional experience to the college.
Hachtmann holds an undergraduate degree in advertising, an M.A. in journalism, an MBA with an emphasis in international business and a Ph.D. in educational studies from the University of Nebraska–Lincoln. She is also a board-certified coach who helps people in higher education identify and reach their goals.
For more information, please visit University of Nebraska–Lincoln's Digital Commons.