Artificial Intelligence in PR: Transformations of Communication Strategies and Campaigns

Maria  Nikolova

doi:10.46324/PMP2403309

Maria Nikolova Department of Media and Public Communications, University of National and World Economy https://orcid.org/0000-0003-2519-3008

DOI: https://doi.org/10.46324/PMP2403309

Keywords: artificial intelligence, public relations, communication campaigns, professional ethics, strategic planning

Abstract

This article examines the transformative impact of artificial intelligence in the field of public relations, specifically within the context of communication strategies and campaign execution. With the increasing integration of AI-based technologies, such as machine learning algorithms, data analysis software, audience targeting, and real-time monitoring, PR practices have evolved significantly. AI enables communication specialists to streamline repetitive tasks, en-hance audience targeting, and optimise content creation and management. However, the arti-cle also explores the ethical challenges posed by AI, including issues of authenticity, transpar-ency, and data privacy. By summarising recent studies, reports from professional organisations, and case analyses, the article highlights AI's dual role in boosting PR efficiency and presenting ethical challenges for the profession.

References

Angova, S. (2020). Multimedia narrative: technologies, content, platforms. Postmodernism Problems, 10(1), 62-68. https://doi.org/10.46324/PMP2001062

Arief, N., Gustomo, A. (2020). Analysing the impact of Big Data and Artificial Intelligence on the communications profession: A case study on public relations (pr) practitioners in Indonesia, International Journal on Advanced Science Engineering Information Tech-nology, 10 (3), 1066-1071. 10.18517/ijaseit.10.3.11821

Azzam, M., & Beckmann, R. (2024). How AI helps to increase organizations’ capacity to manage complexity – A research perspective and solution approach bridging different disciplines. IEEE Transactions on Engineering Management, 71, 2324–2337. 10.1109/TEM.2022.3179107

Berryman, N. (2024). AI in public relations: The benefits and risks of change. Available at: https://prowly.com/magazine/ai-in-public-relations/

Galloway, C. Swiatek, L. (2018). Public relations and artificial intelligence: It’s not (just) about robots. Public Relations Review, 44,(5), 734-740. Available at: https://doi.org/10.1016/j.pubrev.2018.10.008

Harrison, K. (2024). Using AI in PR and communication management in 2024. Available at: https://cuttingedgepr.com/articles/using-ai-in-pr-and-communication-management/.

ICCO. Principles for ethical use of AI in public relations. Available at: https://iccopr.com/wp-content/uploads/2023/11/ICCO-Guidelines-for-Ethical-Use-of-AI-in-Public-Relations-Agencies.docx.pdf

Liew, F. E. E. (2021). Artificial Intelligence disruption in Public Relations: A Blessing or A Challenge? Journal of Digital Marketing and Communication, 1(1), 24–28. https://doi.org/10.53623/jdmc.v1i1.45

Markov. S. (2024). Algoritmi na zabludata. Falshiva informacia I socialni mreji v epohata na postisina [Algorithms of deception. False information and social networks in the post-truth era]. St. Kliment Ohridski publishing house.

Matúšová, J., Načiniaková, K. (2022). AI in public relations: Challenges and opportunities. In Hossová, Martovič, Solík (eds.), Marketing Identity: AI- the Future ff Today (pp.114-122). University of Ss. Cyril and Methodius in Trnava, Slovakia. 10.34135/mmidentity-2023-11

Galera Matúšová, J., & Načiniaková, K. (2023). AI in public relations: Challenges and oppor-tunities. Media & Marketing Identity, 114–121. https://doi.org/10.34135/mmidentity-2023-11

Mohamed, K. Bayraktar, U. (2022). Artificial Intelligence in Public Relations and Association rule mining as a decision support tool, SSRG International Journal of Humanities and Social Science, 9(3), 23-32. https://doi.org/10.14445/23942703/IJHSS-V9I3P105

Smith, A. Waddington, B. (2023). Artificial Intelligence (AI) tools and the impact on public relations (PR) practice, Chartered Institute of Public Relations. https://mediatalks.uol.com.br/wp-content/uploads/2023/08/AI_tools_and_the_impact_on_public_PR_relations_practice.pdf

T. Volarić, Z. Tomić and H. Ljubić (2024). Artificial Intelligence Tools for Public Relations Practitioners: An Overview, IEEE 28th International Conference on Intelligent Engi-neering Systems (INES), Gammarth, Tunisia, 31-36. 10.1109/INES63318.2024.10629102

USC Center for Public Relations (2023). Welcome to AI. The Relevance Report. Available at: https://annenberg.usc.edu/research/center-public-relations/relevance-report

Valchanov, I. (2020). Smart narratives for smart devices. Postmodernism Problems, 10(1), 88-107. https://doi.org/10.46324/PMP2001088

Valin, J., Gregory, A. (2020). Ethics guide to Artificial Intelligence in PR. Chartered Institute for Public Relations. Available at: https://cipr.co.uk/common/Uploaded%20files/Policy/AI/AIinPR_Ethics_Guide_UK.pdf

Zakrzewska, E.(2023). Use of Artificial Intelligence in Public Relations activities with exam-ples of selected tools. Zeszyty Naukowe Akademii Górnośląskiej, 10. 31 – 40. DOI: 10.53259/2023.10.04

Zerfass, A., Hagelstein, J. and 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), 377-389. https://doi.org/10.1108/JCOM-10-2019-0137