dr. Pytrik Schafraad

Expertise

• Communication Science Theory
• Public Relations
• Media Relations
• Crisis Communication
• Diversity &  Inclusion 
• Sustainability Communication
• Content Analysis

Courses

• Communication Theory
• Content Marketing
• Communicating Sustainability
• Online Public Relations

Recent publications

1. Examining strategic diversity communication on social media using sup…

   Hofhuis, J., Gonçalves, J., Schafraad, P., & Wu, B. (2024). Examining strategic diversity communication on social media using supervised machine learning: Development, validation and future research directions. Public Relations Review, 50(1), 1-10. Article 102431.

2. Organisations, Media, and Society

   van der Meer, T. G. L. A., Burgers, C., Jacobs, S. H. J., Schafraad, P., & Boukes, M. (2024). Organisations, Media, and Society. In T. Araujo, & P. Neijens (Eds.), Communication Research into the Digital Society: Fundamental Insights from the Amsterdam School of Communication Research (pp. 121-138). Amsterdam University Press.

3. Automated Content Analysis of Cultural Diversity Perspectives in Annu…

   Hofhuis, J., Schafraad, P., Trilling, D., Luca, N., & van Manen, B. (2023). Automated Content Analysis of Cultural Diversity Perspectives in Annual Reports (DivPAR): Development, Validation, and Future Research Agenda. Cultural Diversity and Ethnic Minority Psychology, 29(1), 74-84.

4. Reconsidering churnalism: How news factors in corporate press release…

   Schafraad, P., & van Zoonen, W. (2020). Reconsidering churnalism: How news factors in corporate press releases influence how journalists treat these press releases after initial selection. Communications: The European Journal of Communication Research, 718-743.

5. Headwinds in sports sponsoring

   Schafraad, P., & Verhoeven, J. W. M. (2019). Headwinds in sports sponsoring. International Journal of Sports Marketing and Sponsorship, 20(3), 538-552.