Neurotechnology in Corporate Communications: Just a vision or on the verge of becoming reality?

Neurotechnologies could soon provide communications managers with innovative tools for understanding audience behavior and refining messaging strategies in real time. As these developments are making inroads into the consumer market, their potential impact is becoming increasingly significant.

The article “Neurotechnology in corporate communications” introduces these technologies and explores how communication departments can leverage them to optimize interactions with stakeholders and internal workflows while also addressing key challenges.

What is neurotechnology?

At its core, neurotechnology studies the mechanisms of the nervous system and encompasses a variety of devices and computational tools which can either

• record metabolic activity in the brain,
• record electrical activity in the brain, or
• focus on psychological activity signals outside the brain.

“the field of devices and procedures used to access, monitor, investigate, assess, manipulate, and/or emulate the structure and function of the neural systems of animals or human beings.” (UNESCO)

Neurotechnology enables the continuous observation of brain activity as individuals interact with their environment, for example to uncover emotions, attitudes, and preferences. It can also provide insights into cognitive processes such as focus and attention to optimize productivity, decision-making and wellness.

In addition, research suggests that neurotechnology may support improvements in memory and attention, although such applications are still largely in the research phase and confined to medical contexts.

From all methods, electroencephalography (EEG) builds the cornerstone of consumer neurotechnology and forms the basis of many commercially available devices. It measures electrical signals through small electrodes/sensors in devices such as headbands and headphones, revealing cognitive and emotional states such as arousal, engagement, attention, memory, attitudes, preferences, decision-making, emotions, perception, motivation, trust, risk, and reward.

Potentials for communication management

A four-step model was developed for communication leaders to enhance the internal positioning of communication departments:

Managing communication activities

Potential use cases for neurotechnology can be identified in all steps needed for managing communications – analyzing, planning, executing, and evaluating:

1. Analyzing: This phase involves data collection and processing to analyze a company’s stakeholder relationships across markets and socio-political contexts. Neurotechnologies can enhance understanding of stakeholder perceptions, contribute to reputation management, and refine stakeholder segmentation by revealing emotional drivers.
2. Planning: The planning phase involves defining communication goals and selecting effective strategies using neurotechnologies. These tools can tailor content to target groups, simulate cognitive responses, measure cognitive load, and provide insights into crisis situations, helping organizations anticipate risks or conflicts.
3. Executing: This phase involves implementing the communication plan, including media campaigns and stakeholder engagement in events and press conferences. Neurotechnology can provide immediate insights into attendees’ reactions to content, especially in controlled settings like workshops or VIP events.
4. Evaluating: The evaluation phase involves outcome evaluation and process control to measure communication activities’ objectives and adapt strategies to organizational goals. Neurotechnologies can track emotional and cognitive responses of stakeholders, assessing the effectiveness of positioning, branding efforts, and responses to social or political issues.

Managing communication departments

Neurotechnology also has potentials for the social system “communication department” concerned with the attributes of people, structure, tasks and technology.

1. People: Neurotechnological tools can enhance cognitive functions, monitor stress levels, and improve executive control, mental flexibility, attentional focus, and task engagement in the human information processing system.
2. Structure: Neurotechnologies can enhance communication departments by monitoring cognitive and emotional states, adjusting workspaces, and promoting neuroergonomy, thereby enhancing collaboration dynamics and training practices.
3. Tasks: Neurotechnologies can improve communication department tasks by matching cognitive capacity, dynamically adjusting tasks, and highlighting optimal high-stakes decisions for optimal focus and mental preparedness.
4. Technology: Communication departments can enhance their digital ecosystem by incorporating neurotechnological insights into decision-making processes and competency development programs to enhance AI literacy and information retention.

Outlook

Neurotechnology may still be years from widespread use in communication management, but early exploration is essential. This study advances scientific and practical insights into how body, mind, and technology can jointly enhance communication. Clear policies must ensure ethical, transparent, and secure use of neurotechnology.

About the study

The study was conducted by Dr. Michelle Wloka and Prof. Dr. Ansgar Zerfass at the Chair of Strategic Communication at Leipzig University. It is the first extensive study on the neurotechnology in corporate communications so far.

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