NEWS

How do language models like ChatGPT actually talk about your brand? What topics are linked to them – and what narratives are created in the background? For many communications departments, this is an open question.

Faster, more efficient, more accurate and creative at the touch of a button – the use of new technologies also offers enormous potential, especially for corporate communications. However, in order to fully exploit this potential and take advantage of opportunities, it is important to find the right answers to a number of questions that communicators ask themselves.

What do you base your communication strategy on – the rear-view mirror or the future radar? In corporate communications, many decision-makers still rely on past-oriented analyses and the proverbial gut feeling. But in an age of rapid information flows and fleeting attention spans, it is clear that gut instinct is a thing of the past.

Many people remember historic events such as September 11, 2001, but November 30, 2022 is less present: the date on which ChatGPT-3 became available to the public. Just five days later, the platform already had over one million users. This marked the start of the commercialization of artificial intelligence (AI).

Complete communication controlling with impact measurement is like a 5000-piece jigsaw puzzle: it looks great on the packaging, but is difficult to complete in one go. It takes patience and method – and sometimes help.

igitalization continues to gain momentum – and we would do well to help shape it in the communications industry. From process automation to content creation and impact measurement, digitalization offers valuable tools. But it doesn’t stop at the operational level: digital technologies also help us to develop data-based communication strategies.

Digitalization poses major challenges for communication departments. Skills shortages in the teams and the integration of different systems are just some of the hurdles. But there is hope: investment in training and education is increasing and is a key success factor for digital transformation. Faster success with a skills roadmap.

The input is usually underestimated when measuring impact or controlling communication. It is clearly defined in the DPRG/ICV impact levels: external costs and internal expenses. Formally, controllers want to compare the input with the outflow. And communicators also use ROI to determine the return on their activities – both overall and for individual activities. But ROI is of course only possible if the investment is also determined. How can this be measured?

“Virtual reality was the dream of science fiction. But the internet was also once a dream and so were computers and smartphones,” says Meta CEO Mark Zuckerberg about the Metaverse in 2022.

The stakeholder journey describes how the complex relationship between a company and its stakeholders can develop – if communication measures are planned skillfully in the digital space.