Smarter Public Relations with Artificial Intelligence: Leveraging Technology for Effective Communication Strategies and Reputation Management- A Qualitative Analysis
Abstract
Public Relations, brand managing, reputation management are one of the most important factors for any corporate. In this digital era analysing public sentiments, evaluating contents according to public opinion are crucial to deliver the perfect material to the public. Artificial Intelligence as a discipline is emerging in nature. The pressing question at the moment is the how these modern days tools affect the ethics and morals and are they aligning the values of the corporate?
The PR industry has been affected by the intersection of technology, particularly Artificial Intelligence, data science, and Machine Learning. It explores how these emerging technologies reshape PR practices across traditional and digital media platforms. The study aims to discern the key trends shaping the global PR world, analyse the impact of technological advancements and cultural changes on PR strategies, and underscore the importance of upholding ethical standards in the era of technology integration. Through thoroughly examining these elements, the research outlines priorities for the PR sector, offering insights into how professionals can effectively harness AI for innovation and uphold ethical principles in digital Communication.
References
Agarwal, P. & Mittal, S., 2023. Artificial intelligence in customer engagement: Implications for online reputation management. Journal of Business Analytics, 15(1), pp.45-60.
Austin, L.L. & Toth, E.L., 2011. Exploring ethics education in global public relations curricula: Analysis of international curricula descriptions and interviews with public relations educators. Public Relations Review, 37(5), pp.506–512.
Bachmann, P., 2019. Public relations in liquid modernity: How big data and automation cause moral blindness. Public Relations Inquiry, 8(3), pp.319–331.
Bernhard, J. & Russmann, U., 2023. Digitalization in public relations—Changing competences: A longitudinal analysis of skills required in PR job ads. Public Relations Review. Advance online publication.
Bowen, S.A., 2007. Ethics and public relations. Gainesville, FL: Institute for Public Relations.
Chen, L., Zhang, Y. & Sun, W., 2021. Detecting biases in AI-based reputation management tools. AI Ethics Review, 7(2), pp.98-113.
Galloway, C. & Swiatek, L., 2018. Public relations and artificial intelligence: It’s not (just) about robots. Public Relations Review, 44(5), pp.734–740.
Glas, D.F. et al., 2017. Personal greetings: Personalizing robot utterances based on novelty of observed behavior. International Journal of Social Robotics, 9, pp.181–198.
Gomez, R. & Roberts, M., 2022. The impact of AI on global brand reputation management. International Journal of Marketing Studies, 12(3), pp.56-72.
Harrison, K. & Galloway, C., 2005. Public relations ethics: A simpler (but not simplistic) approach to the complexities. Prism, 3(1), pp.1–17.
Jeong, J.Y. & Park, N., 2023. Examining the influence of artificial intelligence on public relations: Insights from the Organization-Situation-Public-Communication (OSPC) model. Asia-Pacific Journal of Convergent Research Interchange, 9(7), pp.485–495.
Johnson, D.G. & Verdicchio, M., 2017. AI anxiety. Journal of the Association for Information Science and Technology, 68(9), pp.2267–2270.
Kumar, A., Singh, P. & Yadav, M., 2022. AI-driven chatbots in reputation management: Opportunities and challenges. Journal of Digital Marketing, 14(4), pp.33-47.
Panda, G., Upadhyay, A.K. & Khandelwal, K., 2019. Artificial intelligence: A strategic disruption in public relations. Journal of Creative Communications, 14(3), pp.196–213.
Peterson, A., 2019. The past, present & future of artificial intelligence in PR.
Ristic, D., 2017. PR in 2018: Dominated by technology, mired by inauthenticity. PR Week. Retrieved from: https://www.prweek.com/article/1453426/pr-2018-dominated-technology-mired-inauthenticity.
Rogers, C., 2019. How artificial intelligence and big data will affect the future of PR. Institute for Public Relations.
Rotman, D., 2013. How technology is destroying jobs. Technology Review.
Sriramesh, K., 2008. Globalization and public relations. In Public relations research: European and international perspectives and innovations. Wiesbaden: VS Verlag für Sozialwissenschaften, pp.409–425.
Türksoy, N., 2022. The future of public relations, advertising and journalism: How artificial intelligence may transform the communication profession and why society should care? Türkiye İletişim Araştırmaları Dergisi / Turkish Review of Communication Studies, 40, pp.394–410.
Valin, J., 2018. Humans still needed: An analysis of skills and tools in public relations. Discussion paper. Retrieved from London: Chartered Institute of Public Relations.
Valin, J. & Gregory, A., 2020. Ethics guide to artificial intelligence in PR. Chartered Institute of Public Relations.
Venkatesh, V., Morris, M.G., Davis, G.B. & Davis, F.D., 2003. User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), pp.425–478.
Zerfass, A., Hagelstein, J. & Tench, R., 2020. Artificial intelligence in communication management: A cross-national study on adoption and knowledge, impact, challenges and risks. Journal of Communication Management, 24(4), pp.377–389.
Zhang, Q., Liu, H. & Chen, F., 2021. Predictive analytics in reputation management: An AI approach. Journal of AI Research, 29(1), pp.76-89.