Prof Dr Adi obtained her PhD from the University of the West of Scotland, UK having investigated from a framing perspective the discourses about China, the Olympics and human rights during the Beijing 2008 Olympic Games of activist groups, Olympic organizers, international media and online public. Prior to her post at Quadriga University of Applied Sciences, Dr Adi has worked, lived and studied in the USA (with a Fulbright scholarship), Belgium, Bahrain, Thailand and the UK (and traveled far beyond). She is the Chair of the Digital Communication Awards in Berlin since 2015 and a member of the Institute for Public Relations Measurement Commission since 2018.
At Quadriga University of Applied Sciences, she has been elected as Vice President in 2022 and is therefore responsible for teaching and (international) cooperation.
Prof Dr Ana Adi is Professor of Public Relations/Corporate Communications at Quadriga University of Applied Sciences. When not teaching topics covering international and cross-cultural communication, social responsibility, history of public relations and theories of communication, Dr Adi splits her time between research, public speaking, consultancy, chairing the Digital Communication Awards (and occasionally painting and baking). Her most popular topics include storytelling, (corporate) activism and public relations measurement and evaluation. She defines herself as a digital humanist and a word citizen, something that her research and public speaking profile reflects all too well. Her most recent research projects include Protest PR (editor, Taylor & Francis, 2018), Romanianprotests.info and a toolkit for organizations aiming to use digital storytelling to evaluate CSR. She is currently working on PR2025 identifying competences for communication practitioners for the near future, volunteeringhistories.info (and associated book) and a podcast focusing on Women in PR. She is also a member of the Institute for Public Relations’ Measurement Commission and part of the organizing committee of MediAsia.
Prof Dr Adi’s research has a digital focus, and an inter-disciplinary and international approach exploring applications and perceptions of PR/communications, and implications for the profession, the future. Below are listed her top three research topics, but her writings (both academic and professional) cover a much wider range including social responsibility, public relations evaluation and measurement, and digital footprints among others. Equally, Dr Adi’s research has been published in prestigious journals such as PR Review, featured at the ICA and ECREA conferences and was featured at the European Communication Summit, Kommunikations Kongress and the IABC World Conference.
Storytelling is considered to be central to public relations/communications. However, too often, public relations practitioners tell the other’s stories instead of enabling them to tell them. Dr Adi’s research and approach to storytelling is of first-person narrative. In doing so, her research investigates personal narratives of empowerment and transformation. Whether volunteers, women in leadership positions or employees, my research looks at the value of story in building identify and long-term relationships, harnessing memory, enhancing organizational connection and legitimacy. Check out her toolkit for digital storytelling toolkit, one of her talks about successful storytelling for PR and stay tuned for her new podcast.
Dr Adi’s interest into public relations has multiple facets: it assesses current practices including social media applications (see the Asia-Pacific Communication Monitor), looks at PR’s mid-term progression and competences (PR2025, PR and VUCA, PR and AI), investigates grass-roots practices (see www.romanianprotests.info and Protest PR) and, at times, challenges mainstream theories.
Political science/Political communication
My research into political science and communication also looks at digital media and the ways in which the Internet and social media are used as an engagement platform or as an area for activism. My most recent papers investigate the use of Instagram for civic mobilization (see Adi, Gerodimos, and Lilleker, 2018) and communicating dissent on social media (Adi, Lilleker, and Pekalski, 2018)
Prof Dr Adi’s research is interdisciplinary and international, many of her publications featuring collaborations with international scholars and institutions (Bournemouth University, UK; University of Leipzig, DE; Nanyang Technological University, Singapore). Below is a list of her publications, based on publication type.
Books & Reports
- Adi, A. (Ed.). (2018). Protest Public Relations: Communicating dissent and activism. Routledge.
- Macnamara, J., Lwin, M. O., Adi, A., & Zerfass, A. (2017). Asia-Pacific Communication Monitor 2017/18. Strategic challenges, social media and professional capabilties – Results of a survey in 22 countries. Hong Kong: APACD
- Adi, A. and Lilleker, D. G. (2017, eds.) #rezist – Romania’s 2017 anti-corruption protests: causes, development and implications. www.romanianprotests.info. Quadriga Media/Quadriga University of Applied Sciences.
- Macnamara, J., Lwin, M. O., Adi, A., & Zerfass, A. (2015). Asia-Pacific Communication Monitor 2015/16. The state of strategic communication and public relations in a region of rapid growth. Survey results from 23 countries. Hong Kong: APACD.
- Adi, A., Grigore, G. and Crowther, D. (2015) Corporate Social Responsibility in the Digital Age. Development on Governance and Responsibility series. Emerald.
- Adi, A. & Lilleker, D. (2012) Getting the message out: Social media daily activity plan.
- Adi, A. (2012) The Best Games Ever. Arete: IOAPA Newsletter.
- Adi, A. (2012) Beijing: when humanitarian issues and Olympic values collide. Sportanddev.org.
- Adi, A. (2009) Olympic Humanitarianism. IOAPA Newsletter.
- Miah, A., & Adi, A. (2009) Centre of the Online Universe ‘Liverpool08′ European Capital of Culture.
- Adi, A., Lilleker, D., & Pekalski, D. (2018). #Rezist 2017: Communicating Dissent in a Hypermedia Environment. Medijska istraživanja: znanstveno-stručni časopis za novinarstvo i medije, 24(1), 69-86.
- Adi, A., Gerodimos, R., & Lilleker, D. (2018). ‘Yes We Vote’: Civic mobilisation and impulsive engagement on Instagram. Javnost-The Public, 25(3), 1-18. doi: 10.1080/13183222.2018.1464706
- Macnamara, J., Zerfass, A., Adi, A., & Lwin, M. O. (2018). Capabilities of PR professionals for key activities lag: Asia-Pacific study shows theory and practice gaps. Public Relations Review.
- Macnamara, J., Zerfass, A., Lwin, M. O., & Adi, A. (2018) PR and Communication Management in Asia-Pacific: Trends, Growth and Gaps. Communication and Media in Asia Pacific. 1(1), 1-16.
- Macnamara, J., Lwin, M., Adi, A., & Zerfass, A. (2016). ‘PESO’media strategy shifts to ‘SOEP’: Opportunities and ethical dilemmas. Public Relations Review.
- Adi, A. (2015) #publicrelations on Twitter: Pushers, Talkers, Influencers on Spamming PR and Job Hunting. Romanian Journal of Communication and Public Relations. 17 (3), 41-57.
- Adi, A., Crisan, C. and Dinca, R.C. (2015) Stories, Heroes and Commercials. Spreading the Message across with a New Type of Responsibility. Management Dynamics in the Knowledge Economy. 3 (4), 749-764.
- Adi, A. (2015). Occupy PR: An analysis of online media communications of Occupy Wall Street and Occupy London. Public Relations Review. 41 (4), 508-514.
- Cheregi, B-F., and Adi, A. (2015) The visual framing of Romanian migrants in the national press: A social semiotic approach. The Romanian Journal of Journalism and Communication. 2 (48), 12-25.
- Adi, A., (2014). Olympic humanitarianism: the fundamental principles of Olympism. Journal of Olympic History. 22 (3), 6-15.
- Adi, A., Erickson, K. and Lilleker, D. (2014) Elite Tweets: Analysing the Twitter Communication Patterns of Labour Party Peers in the House of Lords. Policy & Internet. 6 (1), 1-27.
- Adi, A. & Hobby, N. (2014) Social Media in Higher Education. 1st Corporate and Marketing Communications in Asia Conference. Bangkok, Thailand. Conference Proceedings .16-33.
- Adi, A. (2013) Media Regulations and the Olympic Charter: a history of visible changes. Journal of Olympic History. 1, 48-57.
- Adi, A. & Moloney, K. (2012) The importance of scale in Occupy movement protests: a case study of a local Occupy protest as a tool of communication through Public Relations and Social Media. Revista Internacional de Relaciones Publicas. 4(II), 97-12. http://dx.doi.org/10.5783/RIRP-4-2012-05-97-122
- Adi, A (2012) Artistic Freedom at the Olympic Games. Culture @ the Olympics. 14 (3), 21-28.
- Adi, A. (2009) Olympic Humanitarianism. Culture @ the Olympics. 11 (1), 13-16.
- Adi, A. (2009) Event Review: The IOC’s International Forum on Sport, Peace and Development (IFSPD), Lausanne, 2009. Culture @ the Olympics. 11 (1), 1-7
- Adi, A. (2018). Protest public relations: Communicating dissent and activism–an introduction. In Protest Public Relations (pp. 1-11). Routledge.
- Adi, A. (2018). # Sustainability on Twitter: Loose Ties and Green-Washing CSR. In Grigore, G., Stancu, A. and McQueen, D. (eds). Corporate Responsibility and Digital Communities (pp. 99-122). Palgrave Macmillan, Cham.
- Adi, A. (2017) #CSR on Twitter: a hashtag oversimplifying a complex practice IN: Lindgreen, Adam, Joëlle Vanhamme, François Maon, and Rebecca D. Watkins (eds.) Communicating Corporate Social Responsibility in the Digital Era. Routledge.
- Lilleker, D. and Adi, A. (2017) #rezist: Lessons from the Romanian Protesters. IN Adi, A. and Lilleker, D. (eds.) #rezist – Romania’s 2017 anti-corruption protests: causes, development and implications. www.romanianprotests.info. Quadriga Media/Quadriga University of Applied Sciences.
- Adi, A. (2017) Protester profiles IN Adi, A. and Lilleker, D. (eds.) #rezist – Romania’s 2017 anti-corruption protests: causes, development and implications. www.romanianprotests.info. Quadriga Media/Quadriga University of Applied Sciences.
- Adi, A. (2017) Here, there and everywhere: How space and images shaped the Romanian resist protests IN Adi, A. and Lilleker, D. (eds.) #rezist – Romania’s 2017 anti-corruption protests: causes, development and implications. www.romanianprotests.info. Quadriga Media/Quadriga University of Applied Sciences.
- Crisan, C., & Adi, A. (2017). A New Paradigm: How Social Movements Shape Corporate Social Responsibility After the Financial Crisis. In Grigore, G., Stancu, A. & Theofilou, A. (eds.) Corporate Social Responsibility in the Post-Financial Crisis Era (pp. 63-82). Springer International Publishing.
- Adi, A., Grigore G. and Crowther, C. (2015) Introduction to CSR in the Digital Age. IN: Adi, A., Grigore, G. and Crowther, D., eds. Corporate Social Responsibility in the Digital Age. Emerald.
- Adi, A. and Grigore, G., (2015). Communicating CSR on social media – the case of Pfizer’s social media communications in Europe. IN: Adi, A., Grigore, G. and Crowther, D., eds. Corporate Social Responsibility in the Digital Age. Emerald.
- Grigore, G., Adi, A. and Theofilou, A., (2015). Digital reflections of pharmaceutical companies and their CSR communication strategies. IN: Adi, A., Grigore, G. and Crowther, D., eds. Corporate Social Responsibility in the Digital Age. Emerald.
- Adi, A. (2013) Social Media Audit and Analytics: Exercises for Marketing and Public Relations Courses IN Patrut, B., Patrut, M., & Cmeciu, C. (Eds). Social Media and the New Academic Environment: Pedagogical Challenges (pp. 1-349). doi:10.4018/978-1-4666-2851-9
- Adi, A. and Gasser-Scotte, C. (2013) Barriers to emerging technology in higher education: Three case studies IN Patrut, M., Patrut, B. (Eds). Social Media in Higher Education: Teaching in Web 2.0, IGI Press.
- Adi, A. & Miah, A (2011) Open Source Protest: Human Rights, Online Activism and the Beijing 2008 Olympic Games., in Cottle, S. and Lester, L. (Eds.) Transnational Protest and the Media, Peter Lang Publishers
- Adi, A. (2011) Streaming live: Teaching new media with new media, in Wankel, Charles & Law, J.S. (Eds.) Streaming Media in Higher Education, IGI Press
- Adi, A. & Miah, A. (2011) Yahoo!, in Barnett, G. Encyclopedia of Social Networks, SAGE.
- Adi, A. (November 2018) Digital Stories of corporate volunteering and their role for internal communication and employer branding. Paper presented at the 7th European Communication Conference. Lugano, Switzerland.
- Adi, A. (July 2018) PR measurement & evaluation: the compass to navigate a VUCA (volatile / uncertain / complex / ambiguous) world – and providing users with the skills to use it. Panel moderator. BledCom: A World in Crisis: The Role of Public Relations. Lake Bled, Slovenia, July 5-7.
- Adi, A. (July 2018) PR Memes and communicators’ perceptions and reflections of PR. Paper presented at BledCom: A World in Crisis: The Role of Public Relations. Lake Bled, Slovenia, July 5-7.
- Adi, A. (May 2018) Public Relations Practitioners’ Self-Perceptions: Activism as an Inexistent Concept. Paper presented at the ICA 2018 Conference. Prague, Czech Republic, May 28.
- Lwin, M. O., Adi, A., Macnamara, J., Tench, R., Moreno, A., & Zerfass, A. (May 2018). Missed Opportunities? The Rise of Social Media and the Lack of Dialogic Competencies Across Three Continents. Paper presented at the ICA 2018 Preconference Diverse Voices: Authentic Communication, Dialogue, Trust, and Society. Prague, Czech Republic, May 24.
- Adi, A. & Ioan, A. (January 2018) Rezist – (Anti-)Corruption in Romania 2017. Rumanische Kulturtagen. Friedrich-Schiller Universitat Jena, January 31.Adi, A (September 2017 – keynote) Re-imagining CSR. 6th International Conference on Social Responsibility, Ethics and Sustainable Business. HTW, Berlin, Germany.
- Adi, A., Gerodimos, R., and Lilleker, D. (November 2016) ‘Yes We Vote’. Civic Mobilisation and Impulsive Engagement on Instagram During the 2014 Romanian Election. ECREA 2016. Prague, Czech Republic.
- Adi, A, Crisan, C., and Dinca, R. (October 2015) And then a hero comes along – Empowerment storytelling and its powerful brand impact. Strategica International Academic Conference. Faculty of Management, National University of Political Studies and Public Administration, Bucharest, Romania.
- Adi, A. (September 2015) #publicrelations on Twitter: pushers, talkers, influencers on spamming PR and job hunting. Qualitative Research in Communication 2015. National University of Political Studies and Public Administration, Bucharest, Romania.
- Adi, A., Gerodimos, R. and Lilleker, D. (June 2015) Visualising Discourse: Civic mobilisation on Instagram during the 2014 Romanian Presidential elections. Political Discourse: Multidisciplinary Approaches, 26-27 June 2015, University College London, UK.
- Cheregi, B. & Adi, A. ( July 2015) The Visual Framing of Romanian migrants in the national press. A social semiotic approach. Understanding Transition III, Technique and technology in social and intercultural practices.1-3 July 2015, Bucharest, Romania.
- Adi, A. & Hobby, N. (November 2013) Social media in higher education. Social Media in Higher Education. 1st Corporate and Marketing Communications in Asia Conference. Bangkok, Thailand.
- Adi, A. & Grigore, G. (November 2013) Digital reflections of pharmaceutical companies and their CSR communication strategies. 2nd International Conference on Social Responsibility, Ethics, and Sustainable Business 2013. Bournemouth, UK.
- Lilleker, D. G., A. Adi, and K. Erickson (June 2013) Lords-a-tweeting, Lords-a-networking: analysing the behavior and impact of Labour Party Peers in the UK House of Lords, Political Communication Research Section session: PANEL: The public sphere in the networked media ecology: Intermedia agenda setting between traditional media and social media.
- Adi, A., Erickson, K. & Lilleker, D. (April, 2013) Elite Tweets: Analysing the Twitter communication patterns of Labour Party Peers in the House of Lords. Twitter and Microblogging: Political, Professional and Personal Practices. Lancaster, UK.
- Adi, A. & Grigore, G. (November 2012) Pfizer’s social media uses in Europe. MediAsia 2012. Osaka, Japan.
- Adi, A. (September 2012) Bringing Practice into the Classroom: the evolution of a social media audit exercise. Media Education Summit 2012. Bournemouth, UK.
- Adi, A. and Moloney, K. (September 2012) Communicating the Occupation. A comparison of social media and public relations in a national and local setting. Social media, Journalism and Communication Symposium. Canterbury, UK.
- Adi, A. (June 2012) Media @ the Olympics: a history of visible changes. I Congress on History and Sport. Lisbon, Portugal.
- Adi, A. (March 2012) Social Media Tools for Internal Communication. Internal Social Media. Bucharest, Romania.
- Adi, A. (October 2011) Keynote Speech: Social Media Communication Strategy for Interfaith Dialogue, 9th Doha Conference of Interfaith Dialogue. Doha, Qatar.
- Adi, A. (October 2011) Research (with/of New Media) at the confluence of business and academia, 1st Bahrain Tripartite Business Research Conference, Salmabad, Bahrain.
- Adi, A. (October 2010) Framing the Beijing 2008 Olympics: Human Rights, Advocacy Groups, International Media and the Online public, ECREA 2010, Hamburg, Germany.
- Jones, J. & Adi, A. (October 2010) The Twitter Olympics – Stories from the Closing Ceremony told by Athletes, Media and Activists, ECREA 2010, Hamburg, Germany.
- Adi, A. (June 2010) The Fundamental Principles of Olympism – a mechanism for human rights promotion, Power Of Sport Summit, International Sport For Development And Peace Association (ISDPA), Boston, Massachusets,USA.
- Adi, A. (June 2010) Framing of the Beijing Olympics – sources, UK media and the public –, MeCCSA, Glasgow, UK.
- Adi, A. & Miah, A. (February 2010) The Olympic Games and the legacy of Olympic protests. Third International Sport Business Symposium. Vancouver, British Columbia, Canada.
- Miah, A., Jones, J. & Adi, A. (February 2010) The Olympic Games and Web 3.0: Monetizing the Olympic Movement’s Digital Assets. Third International Sport Business Symposium. Vancouver, British Columbia, Canada.
- Adi, A. (June 2009) A Framing Battle: Human Rights and the Beijing Olympics. Presented at Play the Game 2009. Coventry, UK.
- Miah, A., & Adi, A. (2009) Centre of the Online Universe ‘Liverpool08′ European Capital of Culture, an Impacts 08 project, Presented at What do you get if you cross social technology systems with a) arts engagement & b) health?, Liverpool, UK.
- Adi, A. (November 2008) 3D Online Reputation. Social, personal and corporate reputation on Netlog, Presented at ICT Lyon 2008, Lyon, France.
- Miah, A., Adi, A., Garcia, B., Krug, K., Scales, R., Whannel, G., and Zhuihui, T. (August 2008) Panel Debate: New Media at the Beijing Olympic Games. Panel Debate presented at the Pathways: Critiques and Discourse in Olympic Research – Ninth International Symposium for Olympic Research, Beijing, China.
- Adi, A. (July 2008) (New!) Media and the Olympic Movement, International Olympic Academy, Olympia, Greece.
- Adi, A. and Miah, A.(June 2008) Framing Beijing’s Olympic Bid: Human Rights Advocacy Groups and International Media. Changes and Challenges. China Media Today, London, UK.
- Adi, A (March 2008) Framing China’s Olympic Games. National Olympic Academy. London, UK.
Prof Dr Adi’s teaching is student-centered. Powered by Quadriga University of Applied Sciences #keepquestioning, Dr Adi’s teaching mixes mediums and formats inviting students to challenge themselves and their current knowledge, and to explore new perspectives (both professionally but also when learning). Her courses thus regularly feature podcasts and videos alongside academic publications, include webinars, museum visits and international guests when possible. Dr Adi’s research makes a cameo in her courses, where and when appropriate.