Leveraging Predictive Analytics for Strategic Corporate Communications: Enhancing Stakeholder Engagement and Crisis Management  

作　　者：Natalie Nkembuh Natalie Nkembuh(Department of Communication, European International University, Paris, France)

机构地区：[1]Department of Communication, European International University, Paris, France

出　　处：《Journal of Computer and Communications》2024年第10期51-61,共11页电脑和通信（英文）

摘　　要：This study explores the integration of predictive analytics in strategic corporate communications, with a specific focus on stakeholder engagement and crisis management. Our mixed-methods approach, which combines a comprehensive literature review with case studies of five multinational corporations, allows us to investigate the applications, challenges, and ethical implications of leveraging predictive models in communication strategies. While our findings reveal significant potential for enhancing personalized content delivery, real-time sentiment analysis, and proactive crisis management, we stress the need for careful consideration of challenges such as data privacy concerns and algorithmic bias. This emphasis on ethical implementation is crucial in navigating the complex landscape of predictive analytics in corporate communications. To address these issues, we propose a framework that prioritizes ethical considerations. Furthermore, we identify key areas for future research, thereby contributing to the evolving field of data-driven communication management.This study explores the integration of predictive analytics in strategic corporate communications, with a specific focus on stakeholder engagement and crisis management. Our mixed-methods approach, which combines a comprehensive literature review with case studies of five multinational corporations, allows us to investigate the applications, challenges, and ethical implications of leveraging predictive models in communication strategies. While our findings reveal significant potential for enhancing personalized content delivery, real-time sentiment analysis, and proactive crisis management, we stress the need for careful consideration of challenges such as data privacy concerns and algorithmic bias. This emphasis on ethical implementation is crucial in navigating the complex landscape of predictive analytics in corporate communications. To address these issues, we propose a framework that prioritizes ethical considerations. Furthermore, we identify key areas for future research, thereby contributing to the evolving field of data-driven communication management.

关 键 词：Predictive Analytics Corporate Communications Stakeholder Engagement Crisis Management Machine Learning Data-Driven Strategy Ethical AI Digital Transformation Reputation Management Strategic Communication 

分 类 号：F41[经济管理—产业经济]