Journal of Creative Communications · 2019 · 141 citations · 17 references
Social SciencesCommunicationStrategyArtificial IntelligenceCrisis ManagementPublic RelationsArtificial Intelligence StrategyCrisis CommunicationCrisis MessagingDigital Public RelationsSocial MediaActivitiesAi-based PracticeMass PersonalizationPublic Relations In CrisesPublic Relations ManagementSemi-structured InterviewsSocial Media Public RelationsStrategic Public Relations
AI-powered systems can scan social media, respond in real time, manage crises, automate routine tasks, and enable mass personalization, yet it remains uncertain whether AI will constitute a strategic disruption in public relations. The article aims to examine AI’s concept, benefits, applications, and its potential role as a strategic disruption in the public relations industry. The study uses qualitative semi‑structured interviews with 31 PR professionals, supplemented by a review of research papers, articles, and case studies, to explore AI applications in PR. The article concludes that PR professionals and researchers can use the insights to decide whether to invest in AI tools and solutions.
This article discusses the concept, benefits, application, impact and role of artificial intelligence (AI) in public relations (PR) industry. It examines the application of AI-based systems and their role as strategic disruption in the PR industry. This article is based on qualitative semi-structured interviews of 31 PR professionals and is grounded in the insights from the review of relevant research papers, articles, and case studies. It highlights the developments in research and practice related to AI application in the PR industry. AI-powered systems can scan social media and are smart, intelligent and experts in handling queries. These AI-enabled systems can post responses on social media in real time for the client and manage the crisis. With AI, PR professionals can save time spent on mundane activities like creating media lists, scheduling meetings and sending follow-up emails. Mass personalization and customization using AI are improving the effectiveness of PR activities. It is too early to say whether AI will act as strategic disruption in the PR industry. Based on the insights and discussion in this article, the PR professionals and researchers can make decisions on whether to invest in AI tools and solutions.
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