Professor | Consultant | Speaker

(future of ) public relations with social value | AI in PR |  Women in PR

world citizen – polyglot – Fulbrighter

I am a digital humanist and public relations consultant. My work in recent years has been mostly focused the future of PR, gendered views of PR, (digital) storytelling, and public relations insight, evaluation and measurement, and CSR. More recently, I have returned to looking at automation and AI in PR/Comms, driven by the rapid developments of generative AI.

I am currently based in Berlin. I spend most of my time at Quadriga University of Applied Sciences where I am co-leading the MBA Communication, Public Affairs Leadership program and teach as Professor of Public Relations/Corporate Communications. I have been appointed Vice President of the university in 2022. I also take on consultacy and training projects every once in a while, still focusing on sustainability/CSR, storytelling, measurement and evaluation in PR/Comms, and AI.

Prior to Berlin, I have held lecturing and research posts in the UK, Belgium and Bahrain.

I have served American and European clients, both from the profit and the non-profit sector including Netlog and Cosmetics Europe from Belgium, Help Our World from Brazil, Coca-Cola Romania, Deloitte USA, Henkel, Fresenius Kabi, Grunenthal, Draeger, Continental Tires from Germany and Advantedge PR from Mauritius. I have also spoken at various events in the world including the prestigious European Communication Summit (a full list of my industry and academic engagements is available on this website under the Consultancy and Research and Publications sections).

Since 2015, I am chairing the Digital Communication Awards, an exciting competition celebrating innovation, creativity and strategic applications of digital communications. I am also a member of  IPR’s Measurement Commission. I have recently joined PRCA’ International University Advisory Group as Vice-Chair and joined the Steering Committee of the Global Strategic Communication Consortium.

In 2019, I have launched Women in PR, a podcast series featuring interviews with women that have embraced PR (as research or practice or both) and made it shine.

I have graduated with a PhD from University of the West of Scotland, with a project focusing on framing China’s human rights during the Beijing 2008 Olympic Games as done by Olympic organizers, international advocacy groups, online traditional media outlets and their public. Prior to my doctorate I have studied Public Relations, Strategic Communication, Management and Business Communication in Romania, Belgium and the United States.

You can find me on LinkedIn, Twitter, Academia.edu, ResearchGate.net, Prezi and Slideshare.