Study: Understanding the Potential Uses of AI Can Help Shape the Future of Public Relations

A new study has found that a timely and nuanced understanding of artificial intelligence’s (AI) potential to drive innovation and enhance strategies can help shape the future of public relations.

The results by Boston University Assistant Professor Cen April Yue, UFCJC Ph.D. 2020, Linjuan Rita Men, University of Florida College of Journalism and Communications (UFCJC) Public Relations professor and director of Internal Communication Research, University of Oregon Professor Donna Davis, UFCJC Ph.D. 2019, University of Oregon Assistant Professor Renee Mitson, UFCJC Ph.D. 2024, University of Minnesota Assistant Professor Alvin Zhou, and Simon Fraser University Associate Professor Ahmed Al Rawi were featured in “Public Relations Meets Artificial Intelligence: Assessing Utilizations Outcomes” published on Sept. 12.

In the study, the authors interviewed 20 public relations leaders who were well-versed in AI to reveal their current attitudes, practical applications and their assessment of AI’s role in the industry. They also examined their perspectives on the associated risks, ethical dilemmas and future trajectories of AI in public relations.

According to the authors, “The public relations industry is undergoing unprecedented transformation with the democratization of generative AI. While there are challenges and concerns surrounding AI adoption, the opportunities it presents to enhance effectiveness, efficiency, and innovation in public relations practice are immense. As AI continues to reshape the communication landscape, it is crucial for organizations and professionals to adapt and harness its potential while maintaining a focus on human connection and ethical considerations.”

Posted: September 17, 2024
Category: AI at CJC News, Alumni News, College News
Tagged as: AI, Cen April Yue, Donna Davis, Linjuan Rita Men, Public Relations, Renee Mitson