Linguistic context analysis: a new approach to communication evaluation

Abstract

Argues that not only quantitative, but also qualitative evaluation has become a necessity today to legitimize the effectiveness and efficiency of integrated communication activities to CEOs. The integration of computational psycholinguistics can improve corporate communication, and thus becomes a new strategic tool. An electronic dictionary has been created of basic, negative connotations for press releases and other communication tasks, which can be updated with client‐specific words. The focus on negative messages has the objective of detecting who, why and how publics are criticized, to learn from the vocabulary of opinion leaders and to improve issues management proactively. Suggests a new form of analysis called “computational linguistic context analysis” (CLCA) by analysing nominal groups of negative words, rather than monitoring content analysis in the traditional way.