What is measured when we measure value? How do organisations know whether the work they do is genuinely valuable and to whom? Prof. Ana Adi, an internationally renowned scholar, recently shed light on this topic during a public lecture and research presentation at the School of Communication on the North-West University’s (NWU’s) Potchefstroom Campus.
Prof. Adi is a professor of Public Relations and Corporate Communication at the Quadriga University of Applied Sciences in Berlin and is widely recognised for her work on social impact and value in communication. Her lecture on 29 May examined how value is understood and measured in communication and society.
She explains that many organisations measure the wrong things, often because the framework they choose decides the answer before the evidence is even collected.
Prof. Adi introduced her developing “What-if” framework, inviting community-based organisations and non-governmental organisations to participate in a broader research initiative on social and societal value.
“Think carefully about what you count as success, and who gets to decide whether it is or not. Societal impact is often assessed through qualitative, narrative-driven approaches such as storytelling and case studies, while societal value focuses on quantifying the broader social, environmental and economic benefits of organisational activities. Societal value emerges from the interplay between relevance and impact, underscoring their interconnectedness.”
A key focus of her lecture was the role of artificial intelligence (AI) in communication, in learning and in assessing value and impact. Prof. Adi encouraged students to approach AI critically and to use it as a collaborative tool that can challenge assumptions, refine thinking and deepen understanding, rather than relying on it for quick solutions.
Lecture offers international insight
Prof. Lida Holtzhauzen, director of the School of Communication, said the lecture formed part of the ongoing drive of the School of Communication to strengthen internationalisation and academic collaboration.
“It highlighted our commitment to advancing dialogue on contemporary communication challenges. Initiatives such as these continue to support the role of the NWU in promoting knowledge exchange and preparing students for a dynamic and evolving professional landscape.”
The programme also included a question session, followed by a networking opportunity that allowed attendees to engage further.
Reflecting on her visit, Prof. Adi noted the significance of engaging with South African scholarship, which has informed aspects of her own research. “The opportunity to connect with local academics and students adds depth to the exchange of ideas and perspectives,” she concluded.
From left are Prof. Lida Holtzhauzen, director of the School of Communication, Prof. Ana Adi, Prof. Herculene Kotzé, deputy dean for community engagement, business development and stakeholder relations, and Prof. Rene Benecke from the University of Johannesburg.
