Communication Readiness: Proposing a Measurement Model of Readiness for Industry 4.0 in Communication Management

This study develops and validates a comprehensive measurement tool to assess the readiness for Industry 4.0 in communication management, focusing on the South Korean context. Industry 4.0, characterized by digital transformation through technologies such as artificial intelligence (AI), big data, and IoT, necessitates a redefinition of competencies in communication management. Building on a five-dimensional framework—cognitive analytics, data management, ICT (Information and Communication Technology) literacy, digital sensemaking skills, and digital competencies in crisis management—this research employed exploratory and confirmatory factor analysis (EFA and CFA) on survey data from 286 South Korean communication professionals. Results confirm a 20-item scale with strong reliability and validity, providing a robust model for understanding Industry 4.0 readiness. The findings offer practical implications for strategic communication education, professional development, and global communication practices, highlighting the urgency of adapting to Industry 4.0’s paradigm-shifting impact on public relations, advertising, and marketing fields. This study lays the groundwork for further global research in communication readiness.