Abstract
As PR professionals, communication strategists, content creators, marketing leaders, and technology enthusiasts, it is of interest to reflect on the intersection of AI and Public Relations (PR). In the contemporary fast progressing media landscape, generative AI has emerged as a transformative tool, offering unmatched opportunities to transform within PR and communication strategies. From automating content creation to personalising communications at scale, generative AI has seemingly redefined how PR professionals engage with audiences. However, with its rise also comes some significant challenges around ethics, quality control, and the responsible use of AI. This paper explores both the vast potential and the challenges of integrating generative AI in PR and provide actionable best practices to ensure its effective and ethical application. Using appropriate case studies, the objectives include to explore the role of generative AI in PR and communication, identify the opportunities, benefits, challenges and risks, as well as to identify the best practices for integrating generative AI in PR. Going forward, I contemplate on the future of Generative AI in PR, dwelling on the question: how can PR professionals prepare for the next wave of AI technology, as well as the potential of AI-assisted PR strategies?
Presenters
Hatie MapudziSenior Lecturer (Public Relations), Communications and Media, University of the Arts London, United Kingdom
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Generative AI, PR, Communication
