{"id":6193,"date":"2026-06-10T01:29:36","date_gmt":"2026-06-09T23:29:36","guid":{"rendered":"https:\/\/ctakomunikacije.hr\/?p=6193"},"modified":"2026-06-10T01:29:36","modified_gmt":"2026-06-09T23:29:36","slug":"a-cheat-sheet-for-students-ai-in-analyses-for-communication-campaigns","status":"publish","type":"post","link":"https:\/\/ctakomunikacije.hr\/en\/a-cheat-sheet-for-students-ai-in-analyses-for-communication-campaigns\/","title":{"rendered":"A Cheat Sheet for Students: AI in Analyses for Communication Campaigns"},"content":{"rendered":"\n

Half-empty lecture hall, some classmates already on the threshold of REM sleep, and the professor is explaining the difference between SWOT and PESTLE analysis. Those who are awake are wondering what on earth it\u2019s good for, and those who are asleep have already stopped caring\u2026<\/strong><\/p>\n\n\n\n

We fully understand that from a student\u2019s perspective, analysis is one of the tedious steps before the real operational work begins – the cool creative things you actually do during campaigns. Analysis often means mining, digging through the far corners of the internet, assembling various charts, finding connections that no one else (sane) would see. Let\u2019s be honest: it\u2019s a thankless job. And guess what? It\u2019s very likely to be one of the first tasks you\u2019ll have to tackle if you land a job in public relations!<\/p>\n\n\n\n

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A communications consultant caught mid-analysis. 2026, colourised.

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At the same time, if you have even a small inclination towards research and drawing your own conclusions, analysis can be a wonderful thing – and a niche where you might find your place. Things have changed enormously in recent years, and modern AI tools make analysis far easier than it was 10+ years ago. This blog post will present the key elements of analyses in CTA komunikacije communication strategies, which we develop for the majority of our clients and projects<\/a>, and we will also offer some tips on how to approach them in the best possible way.<\/p>\n\n\n\n

***Of course, this is a good moment to remind you of our approach to using AI tools<\/a>, they are excellent and useful, but they cannot replace your brain. Whatever your favourite ChatGPT, Gemini, Claude, or some fourth option spits out, switch on your critical mind, verify it, and always draw your own conclusions.<\/p>\n\n\n\n

Client Analysis: Who Are You Actually Dealing With?<\/h2>\n\n\n\n

The first step of any in-depth analysis is to get to know the person, organisation, company, or institution you will be working with. Who are they, what do they do, how do they operate, and how do they make decisions? More importantly, is there anything that is not immediately apparent, and is there anything to be cautious about? You need to find all of this out in the early stages of collaboration – most easily through a few good, open-ended meetings and some basic research. Think of this sub-section as a brief introduction to everything you will write later in the strategy.<\/p>\n\n\n\n

It is also very important to find out how the client has conducted their campaigns to date, where challenges may have arisen, and whether there is a crisis somewhere lurking, just waiting to strike.<\/p>\n\n\n\n

As the saying goes, you don\u2019t have to like your lawyers or communications advisors, but you always have to tell them the truth.<\/p>\n\n\n\n

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Except him. He already knows everything anyway.<\/em><\/figcaption><\/figure>\n\n\n\n

Example<\/strong><\/h4>\n\n\n\n

You\u2019ve been tasked with working with a local association that organises a music festival. At the first meeting, everything sounds great: a good-natured idea, a nice story. But a quick search on Facebook reveals a string of disgruntled comments from the previous year: poor organisation, chaotic entry, a performance cancelled without any announcement. The client hadn\u2019t mentioned any of it. Without the analysis, you would have walked into the campaign blind.<\/em><\/p>\n\n\n\n

How can AI help you?<\/strong><\/h4>\n\n\n\n

Tools like ChatGPT or Claude are excellent for rapidly synthesising publicly available information about a brand – reviews, media coverage, social media comments. Within minutes, you can get an overview of brand perception that would take hours to compile manually. We strongly recommend that you also conduct your own independent internet search after AI has helped. Bear in mind that the best method, ultimately, is a conversation with the client, and that should be your starting point.<\/p>\n\n\n\n

Competitor Analysis: What Are Those You\u2019re Competing With Actually Doing?<\/h2>\n\n\n\n

One of the best ways to understand the situation you\u2019re in and how to run a campaign comes from observing what your competitors are doing. A competitor analysis can be done well or it can be done superficially – the key is to be thorough, go deep, and look carefully at exactly what your \u201crivals\u201d are doing in communications terms.<\/p>\n\n\n\n

Your competitor analysis must, at a minimum, answer the following questions:<\/p>\n\n\n\n