Examining the Influence of Artificial Intelligence on Public Relations: Insights from the Organization-Situation-Public-Communication (OSPC) Model

초록

The growing presence of Artificial Intelligence (AI) within the Public Relations (PR) sector is an undeniable reality. Although still early in the journey towards widespread adoption, organizations are progressively infusing AI into their PR approaches. Yet, there's a spectrum of understanding and implementation across practitioners. The objective of this research was to shed light on AI's influence on PR within the context of the Organization-Situation-Public-Communication (OSPC) model. Employing a comprehensive literature review as the research design, we examined a vast array of scholarly articles and industry reports to collect data on AI-driven tools, their application in PR, and the implications at each level of the OSPC model. Results of the study revealed that AI-driven tools were enhancing efficiency, personalizing communications, adapting to situational factors, and cultivating relationships with publics. These advancements, however, came with potential risks, challenges, and ethical considerations that require further investigation. Specifically, AI-driven automation can sometimes overshadow human expertise, raising concerns about trust and transparency in PR communications. The study concluded that there is a critical need for PR practitioners to strike an optimal balance between AI-driven automation and human expertise. Moreover, PR practitioners are encouraged to continuously update their skills and competencies, particularly in data analytics and AI, and adopt transparent communication practices. This study offers valuable insights for practitioners and researchers to effectively navigate the challenges and opportunities presented by this rapidly evolving technology, and to develop more informed and ethical AI-driven PR strategies.

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