Clara Milena Steiner completed a Master’s degree in ‘Media, Communication and Culture’ at the University of Klagenfurt and is now editor-in-chief of the Kärntner Kronen Zeitung. In this alumni portrait, she talks about her journey from political science to journalism, the link between her studies and editorial practice, and why accessible, regional journalism is more important than ever, particularly in times of information overload.

After completing your degree in Political Science in Vienna, you went on to complete a Master’s degree in ‘Media, Communication and Culture’ at the University of Klagenfurt. Why did you choose this course of study, and how did the two fields of study complement each other?
It was clear to me that I wanted to return to Carinthia. After my bachelor’s degree, I started working at the Kronen Zeitung in Klagenfurt and wanted to do my master’s at the same time. The ‘Media, Communication and Culture’ programme at the University of Klagenfurt was ideal for this, as it allowed me to balance work and study effectively. The combination of political science and media complemented each other perfectly: the Bachelor’s degree gave me analytical thinking skills and a deep understanding of the subject matter, whilst the Master’s provided me with a journalistic perspective. As I worked extensively in the politics department from the very beginning, I was able to combine both directly in my day-to-day work – and that is precisely what shapes my approach to journalism to this day.
Which skills from your Master’s degree are particularly helpful to you in your day-to-day journalistic work today?
For me, the practical aspects of the course were a major asset – for example, the interview training, which continues to help me in my day-to-day journalistic work to this day. At the same time, I built up a strong network at the University of Klagenfurt. Many of the contacts I made during that time are still part of my professional and personal life today – that is at least as valuable as the specialist knowledge.
You were already working as a journalist whilst you were studying: how challenging was it to juggle your studies and editorial work at the same time?
It was definitely a challenge. I completed my Master’s degree in four years rather than two because I was working full-time at the same time. That required a great deal of organisation and discipline. What helped me enormously was the willingness to accommodate my situation on both sides: my employer supported me, and the lecturers at the University of Klagenfurt were also very understanding. It was precisely this flexibility and the personal support at the university that were a great advantage. Switching between journalistic and academic writing was also a challenge for me – but looking back, I’m very proud to have made it this far.
Becoming editor-in-chief of the Kärntner Krone at the age of 32 is extraordinary – how do you yourself view this career path?
I’m still finding my feet in this new role. It’s been an intense journey, characterised by a lot of hard work, great dedication and a willingness to take on responsibility. I’m very proud to have been given the opportunity to take this step at a relatively young age. What appeals to me most is providing direction, creating clear structures and, together with a young team, further developing the Kärntner Krone and giving it a modern look.
You’ve been part of the ‘Krone’ for more than ten years and have taken on many different roles: which stage of your career so far has helped you progress the most?
A defining milestone for me was definitely my time at the ‘Krone’ office in Los Angeles, which no longer exists. There, I took on a great deal of responsibility from an early stage, carried out in-depth research and learnt to think even more broadly in my journalism. At the same time, I realised how important a strong professional network is – I have deliberately built this up over the past few years and it has been a key factor in my career success.
What still fascinates you about journalism today?
What still fascinates me about journalism today is the opportunity to present complex topics in a way that makes them understandable to everyone. That, for me, is precisely where the appeal lies: providing guidance, making connections tangible and helping people to make informed decisions.
We live in an age of constant information overload. How do you manage to tell relevant stories in such an environment?
Particularly in times of information overload, it is becoming increasingly important to maintain an overview and ask yourself: What really moves people? For me, relevant stories arise above all through exchange, discussion and a keen sense of the issues that directly affect people’s lives – especially in regional journalism.
Regional media are facing major changes. Where do you see the key challenges, but also the opportunities, for the coming years?
The biggest challenge is undoubtedly the growing competition for attention – not just from other media, but above all from social media and streaming services. At the same time, this is precisely where an opportunity lies: regional journalism can score points through its local connection, trust and relevant content. I am convinced that local issues, in particular, will remain very important in the future.
What priorities would you like to focus on in future as editor-in-chief?
Above all, it is important to me to get even closer to our readers – through more dialogue, face-to-face meetings and new formats. In terms of content, my aim is to present complex topics, particularly in the political sphere, in an accessible way and to provide guidance. This is a key role of journalism, especially in election years.
What does it mean to you personally, as a young woman, to take on a leadership role in Austria’s media landscape?
I am filled with great pride at being able to take on this responsibility. At the same time, I have great respect for this role, because leadership always involves providing guidance and making important decisions. Women are still not a common sight in leadership positions within the media industry – which is why I am delighted to be setting an example here, and I hope that this will also encourage other young women to pursue a career in journalism and take on leadership roles.
You grew up bilingual and attended the Slovenian grammar school in Klagenfurt. What role do these cultural and linguistic roots play for you today?
For me, having two languages and cultural perspectives has always been a given. Looking back, however, I can see just how valuable that is: it has made me open-minded, curious and flexible in my thinking. It’s also a huge advantage professionally. Particularly in Carinthia or when dealing with cross-border issues, this linguistic and cultural understanding often helps me in very practical ways. At the same time, it broadens my perspective on different realities of life – and that is precisely what is particularly valuable in journalism. Something I’m particularly proud of is that in 2025 we published a trilingual magazine on the European Capital of Culture, Görz/Gorizia/Nova Gorica, which we translated entirely in-house – my colleague Irina Lino wrote the Italian texts, and I wrote the Slovenian ones.
You have completed numerous journalism training and further education courses. How important is lifelong learning in journalism?
Lifelong learning is hugely important in journalism – and, in fact, far beyond it. In our industry in particular, working methods, channels and technologies are constantly changing. The job I started eleven years ago is, in many respects, a completely different one today. Anyone who wants to remain relevant in journalism must be prepared to keep developing their skills.
What links you to the University of Klagenfurt today?
Above all, I associate the University of Klagenfurt with a very intense and formative period – and very strongly with Lake Wörthersee as well. Many seminar papers, periods of study and even my Master’s thesis are closely linked to this place for me. To this day, the university stands for personal development, exciting encounters and a time that I look back on with great fondness.
And finally: What drives you when you think about the coming years?
Above all, I am driven by the desire to create a working environment where people enjoy their work, can develop their skills and are able to produce high-quality work. For me, a strong team and a good working atmosphere are the foundation of successful journalism. At the same time, my aim is to further develop the Krone in Carinthia as a modern media outlet – close to the people, covering relevant topics and open to new formats and approaches.
Thank you very much for talking to us, Ms Steiner.
 

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