원문정보
초록
영어
Artificial intelligence (AI) is reshaping various industries, including public relations. This study investigates the impact of AI on public relations practices and research within the context of the Organization-Situation-Public-Communication (OSPC) model. Utilizing a mixed-methods approach, the study explores how AI-driven tools are transforming PR practices by enhancing efficiency, personalizing communications, adapting to situational factors, and fostering relationships with publics. The findings reveal that PR professionals must cultivate new skills and competencies, such as strategic thinking, creativity, emotional intelligence, and technical proficiencies related to AI-driven tools, to remain relevant and competitive in the job market. Additionally, the study underscores the importance of embracing AI-driven tools to improve PR campaign efficiency and effectiveness, while being cognizant of ethical considerations, including data privacy, transparency, and algorithmic bias. The study presents a set of future research questions that address the influence of AI on public relations practices within the OSPC model and beyond, with a focus on the balance between human expertise and AI-driven automation, as well as the role of AI in fostering trust and transparency in PR communications. This research contributes to a deeper understanding of AI's impact on PR and offers insights to help practitioners and researchers navigate the challenges and opportunities presented by rapidly evolving AI technologies in the field of public relations.