Big Data and Automation in Strategic Communication

ABSTRACT

Big data and automation pose huge challenges for strategic communication. This article contributes to the limited body of knowledge in the field by introducing the concepts, outlining opportunities and potential problems, and identifying current perceptions and applications in the professional field. A large-scale survey, with respondents from across more than 40 countries, explores the expertise of communication professionals, applications within communication departments and agencies, and consequences for the profession at large. The study shows a large gap between the perceived importance and current practices, a lack of competencies and ethical reflection, and a limited use of opportunities. The full potential of big data analytics and algorithms has not been leveraged until now, which calls for new initiatives in the practice and further research.

Acknowledgments

The authors declare no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Funding

The authors disclose receipt of financial support for the research reported in this article: The European Communication Monitor 2016 research was supported by the European Association of Communication Directors (EACD) and Prime Research International.

Notes

¹ The selection of 50 countries is based on the official country list by the European Union (2016) and the Columbia Encyclopedia (n.d.).

² These geographic regions were derived from the Columbia Encyclopedia (n.d.).

Additional information

Funding

The authors disclose receipt of financial support for the research reported in this article: The European Communication Monitor 2016 research was supported by the European Association of Communication Directors (EACD) and Prime Research International.