Cultural Transformations

Ana Adi is a professor of public relations and strategic communication and Vice-President for Research and Internationalization at Quadriga University of Applied Sciences in Berlin.A proponent of metamodernism in PR, her research and teaching examine how diverse stakeholder perspectives shape communication and strategic decision-making and how AI can support both. She has led and contributed to international research on global PR practices and the future of communication (see PR2025 and The Future of PR/Comms and their Social Impact).She also hosts the Women in PR podcast and chairs the jury for the Digital Communication Awards.Tolulope Olorundero is a global public relations and strategic communications consultant for brands and C-suites. She is the founder of Mosron Communications, a boutique consultancy serving clients across Africa, and Nigerian Women in Public Relations, which advocates for and provides growth resources to Nigerian female PR professionals.Tolulope is also the Convener of Experiencing Public Relations, an annual conference that celebrates competent leaders in developing markets by providing a global platform to amplify their work, elevates business results by leveraging storytelling to discuss relevant case studies, and recognizes investment in public relations by forward-thinking organizations and executives.

• Introduction 1. Nigerian PR: The past and present 2. Women and PR (gender roles, emotional labor, and culture) 3. The current study (research questions, methodology, study design, ethics, and more) 4. From accidental pathways to wanting more from an exciting profession: Women’s lived experiences of working in Nigeria 5. Nigerian women working in PR: Lived experience, similar experience 6. Reflecting on the future of women working in Nigerian PR: Recommendations