The peer-reviewed articles, books, chapters and provocations that underpin the What If framework and its 2026 global testing cycle — from the original polycrisis workflow to the ongoing case for social value over social impact.
Adi, A., & Stoeckle, T. (2025). Communication research and planning based on a What If framework. Public Relations Review, 51(4), 102619.
Introduces the What If framework as a practical scaffold embedding reflexivity, dialogic loops and AI-assisted deliberation into communication planning — grounded explicitly in metamodernism and polycrisis theory.
Guest-edited by Adi & Stoeckle. Insights from a global multilingual Delphi study. Public Relations Review.
The special section housing the metamodern workflow article, gathering related work on the social impact / social value distinction that grounds the What If framework.
Stoeckle, T., & Adi, A. (2023). Better research toward social value. Organicom, 20(42), 86–102. DOI: 10.11606/issn.2238-2593.organicom.2023.210366
Argues that PR's neoliberal, organizationally-centred foundations and over-reliance on quantitative pragmatism leave it ill-equipped for hypercomplex social challenges — and proposes a revised measurement and evaluation logic focused on stakeholder-centric social value.
Adi, A., & Stoeckle, T. (2021). (Re)Imagining the Role, Function and Purpose of the Communication Profession. ESSACHESS – Journal for Communication Studies, 14:1(27), 7–14.
Editorial introduction to a special edition exploring the future of PR/comms through metamodernism, astroturfing, newsroom structures, competences vs. capabilities, and deliberative democracy.
Adi, A., & Stoeckle, T. (2021). Guest editors' introduction. ESSACHESS – Journal for Communication Studies, 14:2(28).
Introduces a special issue on the pandemic's impact on media, institutional, and internal/external communication, drawing on studies from Belgium, Estonia, France, Morocco, Portugal, and the UK.
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