Prof. Dr Ana Adi is professor for Public Relations and Corporate Communications at Quadriga University of Applied Sciences Berlin.
Being a true cosmopolitan, Prof. Adi is looking back on a broad portfolio of experience at an international level. Amongst other things, she has lived, worked and taught in the USA, Great Britain, Belgium, Bahrain, Thailand and Romania. In the course of her academic career, Prof. Dr Adi received a B.A. Hons in Communication & Public Relations from the SNSPA in Romania plus two master’s degrees, one of them as a Fulbright Scholar at the University of Missouri. She received her doctor’s degree in the field of Communication & Media Studies on the grounds of her research on the Olympic Games’ coverage and presentation in the media.
Prof. Dr Adi is a firm advocatress of internationalising the field of education and – as a member of the Social Media Global Education Connection Project – actively campaigns for a competent utilisation of social media in research and teaching.
Please find further information on Prof. Dr Ana Adi here:
The following themes will give you an overview into my research focus and interests. I tend to work with hybrid methods that mix social media data with automated computer analysis tools and/or traditional methods.
Although these could help inform your choice of MA thesis topic, I am generally happy to supervise any work related to social sciences and communication and that includes any methodology – whether qualitative, quantitative or mixed – and any methods – interviews, focus groups, ethnographies, participant observation, questionnaires, experiments, usability tests. I do believe however that the methodology and methods chosen for a study should derive from the research questions asked and not the other way around.
My research into public relations deals with uses and impact of social media on the practice and the practitioner. It also challenges and questions the concept of public relations as solely a corporate practice and asks whether new fields such as protest PR and activist PR should be further investigated. Additionally, my research looks into cultural and critical approaches to CSR with a particular focus on digital and social media communications.
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. Research projects could look at how politicians and parties communicate online, how the public responds and talk about politicians and campaigns or how the civic society groups organize themselves online in interest and protest groups surrounding particular public figures, political issues or events.
Digital footprints/ Digital storytelling
This theme explores the uses of digital media for PR/marketing communications/ CSR/ crisis communication/ internal communication etc. Research in this area can consider: the data archival and retrieval processes associated with (corporate) communication and how organizations prepare and relate to them, the digital footprints (what can be found online and where) of a company and how they are reflective of business practice or corporate values (and their evolution), whether the organizations are aware of the information they have posted online (dormant social media accounts, forgotten blogs etc,) and how these reflect organizational culture, social media strategy, communication/reputation management responses; digital storytelling or how the platforms influence the way in which companies and organizations speak about themselves.
From PR wars, sustainability to governance, this research topic enables the exploration of corporate social responsibility efforts from either a communication perspective or from theoretical perspectives such as triple-bottom-line, stakeholder management, corporate citizenship or creating shared value. Research could also question the definition, roles and measurement of sustainability, explore company historical sustainability discourses or examine the roles and perception of CSR practice within various industries and institutions and how these influence CSR communication, CSR reporting and governance.
Communication and the history of an organization; gender studies and public relations; crisis communication (during and after the crisis; international comparisons; issues management); health communication
Research themes and topic examples:
- Social media for public relations
- Perceptions of social media as a tool/medium for public relations by various groups (managers, communicators, politicians, spokespeople, activists)
- Communications practices and tasks in the social media age
- Historical uses of public relations (from web 1.0 to social media)
- Perceptions of PR in various business areas (production, media, accounting, finance)
- Applications of PR in various business areas
- Activist PR/ protest PR/ corporate PR (similarities and differences between these practices)
- Corporate dialogue and discourse online
- Addressing multicultural publics in PR campaigns
Political science/ Political communication
- Online PR and political communication
- PR and online political campaigning
- Public reactions to political communication through social media
- Politicians and their online public networks (social networking applications)
- Politicians – public-media networks and dialogue online
- Emerging public spheres – issue based communities and their online communication
- Dialogue and discourses online
Digital footprints/digital storytelling
- The role and applications of storytelling in building and maintaining reputations online
- Influencers and storytellers: perceptions of storytelling by communicators and their online uses for PR
- Storytelling as corporate historiography
- Analysis of outreach campaigns undertaken by various companies/organizations
- Social media audits – gaining an insight into the understanding and implementations of corporate/PR strategy on social media
- Changing images: how companies shape their online presence (stories from corporate managers vs the story their online footprints)
CSR and corporate citizenship
- CSR, ethics and big data – how corporations use digital media to uncover, understand and engage their stakeholders
- CSR reporting practices
- Communicating CSR/sustainability online
- Evolution of sustainability
- CSR and company apologies
- Evaluation of CSR campaigns
- The role and perception of CSR in various areas and industries
- CSR in international contexts
- M.A. Communication & Leadership
- MBA Communication & Leadership
- MBA Public Affairs & Leadership
- International MBA Communication & Leadership
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.