I am Shirin,

a communicologist whose expertise is the understanding of change work
and communication processes in any human activity and any human content.

My scale of work and offerings are wide and flexible, from coaching and
consulting individuals, companies and organizations across all industries and activities.

Shirin Hornecker

unleashing potential

My focus in my work…

…is systemically. I provide flexibility, clarity and a sharp ability to analyse. The results are fast change processes and competences in my coachees.

My current work covers three main areas.

Stress management and burnout prevention through workshops at companies and coaching units with private people.

High performance coaching for golfers. I am the mental coach of the German Golf Ladies National Team (Professional golfers on the LPGA and LET Tour). In addition, I coach golf amateurs, club teams or ambitious youth golfers.

Starting in 2023 I started as an educator for the International Institute of Communicology, the Meta-Discipline of change work.

“In my world changes can be easy and fast – the joy in the process is my heart and passion.”

About me

My life has been and is colorful and all than linear. Who I am today is an emergence of several elements. After 9 years of living in the US, finishing my business bachelor’s and master’s degree in integrated marketing communication, I moved to the mountains of Austria. I have worked several years at Red Bull as a project manager and now over 15 years I am self-employed working as a trainer, coach, and educator.

I live with my family and two children in Kitzbuehel/Austria.

Educating key factors of change work and communication.

About Communicology

Botany has the Linnaean system of classification of plants and mathematics has its system of numbers and symbols. Music has a note system that enables musicians worldwide to understand, describe and perform music across traditions and cultures. Within behavioral and social science, there has been a lack of a similar unified system of understanding that works across the many different disciplines that exist.

With the meta-discipline Communicology, there is now such a common „note system“ for communication and change. The „note system“ of communication, as it is produced within the meta-discipline of communication, is a summary of key factors in communication and change work. These key factors are classified and constitute to a common understanding, language and tools for all those who work with people.

Building bridges for collaboration

The education in Communicology enables precise, flexible, and effective change and development work within and between people.

The cross-disciplinary meta-competence becomes a tool for collaboration and „builds bridges“ between individual disciplines, areas, industries, and people.

Creating competent operators:

  • Differentiate, carry out and evaluate change work in different contexts and levels.
  • Discover phenomena and processes that lie behind different concepts and translate between different technical languages.
  • Develop within and between different professional groups and subject areas.

Target group

In education and knowledge is organized and made available to people both in and outside academic environments. The training can be completed by „anyone“, regardless of background, education, and professional experience. It can be completed as a basic education, continuing education, or as further education.


Communicology – Module 4

November 8 - November 13
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