Impact of AI on Public Relations Strategies and their Communication Effectiveness: Smart Interaction instead of Human Communication

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Abstract

This research aims to examine how AI applications influence Public Relations strategies, their communication effectiveness, and the organization’s digital reputation. The main idea is about smart interaction instead of human communication; in the Frame of technology dominance theory and structural adaptation theory. This descriptive-interpretive study employs a field research design involving public relations practitioners and members of the public. The study reveals that AI has the power to shape PR strategies and enhance their effectiveness, and reveals that the use of its applications increases interaction with the public. There is a convergence between practitioners’ planning and strategic aspirations and the public’s actual experience (about effectiveness, speed, and personalization). The public expressed their appreciation for the effectiveness and efficiency of AI and intelligent interaction, which provide speed, accuracy, and personalization. There is an implicit agreement between the public and practitioners about maintaining the balance between AI and human touch in PR communications, according to the nature of the communication situation. This balance is driven by privacy, data security, and transparency. The success of all correlations which appear in this study depends on organizational and technological challenges, demographic characteristics, and prior experience of both practitioners and the public. This study proposes a hybrid and conational intelligent communication model for PR based on these findings.

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