Navigating AI Technologies: The Evolving Role of Public Relations in Mass Communication

Abstract

This research focuses on examining artificial intelligence tools used in PR, its effects, ethical considerations, and the competencies that are needed for its success in practice application. The research addresses two primary questions: This brings us to the following questions: (1) First and foremost, where is the AI being integrated to enhance the PR practices in terms of efficiency and crisis management as well as content creation? It might be worth identifying (2) what ethical questions can be raised in relation to the application of AI in PR; data privacy; authenticity; and audience profiling?
The research carried out established that AI is mainly applied to perform repetitive tasks, for instance content generation and social media posting to increase productivity, thus enabling effective work by PR specialists on more complex tasks. AI was also seen to play the part in Crisis Communication with tools such as Sentiment Analysis aiding the PR teams respond quickly to new emerging issues. However, areas of ethical concern including data privacy and transparency, emotional intonation deficit, and the like were cited as other major issues. Also, it highlighted that our PR practitioners it is crucial to engage in constant professional development for AI technologies, as most of them said they are not ready to optimally use AI platforms.
In conclusion, the paper asserts that AI has great potential offering numerous opportunities for the enhancement of current PR practices but raising important questions as to its ethical use and application, it is imperative that PR professionals embrace AI, whilst undergoing continual professional development that address both the implications for the use of AI technologies and for technology-literate personnel.