Pytrik Schafraad

Dr. Pytrik Schafraad is an Assistant Professor at Tilburg University's Department of Communication and Cognition, part of the Tilburg School of Humanities and Digital Sciences. He holds a PhD in Communication Studies from Radboud University and a Master's in Sociology from Vrije Universiteit Amsterdam. His research focuses on strategic communication, diversity communication, media relations, and automated content analysis tools like DivPSM and DivPAR.

Key research interests include analyzing how organizations communicate diversity, crisis management in sports sponsorship, and the interplay between corporate press releases and journalistic practices. He has developed machine learning-based frameworks to assess diversity perspectives in organizational communications, contributing to fields like public relations and corporate social responsibility.

Recent work emphasizes the role of automated content analysis in understanding societal issues, such as cultural diversity in annual reports and the dynamics of news factors influencing journalistic treatment of press releases. Collaborations include projects on climate hope communication and organizational legitimacy in digital societies.