Public relations and artificial intelligence: It’s not (just) about robots

Galloway, Chris; Swiatek, Lukasz

doi:10.1016/j.pubrev.2018.10.008

Cited by 120 publications

(78 citation statements)

References 5 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Accordingly, Dimitrieska, Stankovska and Efremova (2018) name optimizing messages, improving targeting, and using bots for customer communication as opportunities of AI based marketing. Galloway and Swiatek (2018) add social media activities and media monitoring to this list, while Kose and Sert (2017) describe several ways to implement artificial intelligence into content marketing. Valin (2018) argues that 32 percent of all skills needed in communications involve zero tech support and 27 percent involve minor tech support; therefore, 59 percent of all skills will not be replaced by artificial intelligence and "humans [are] still needed" (p. 3).…”

Section: Artificial Intelligence In Communication Managementmentioning

confidence: 99%

“…More than that, the adoption of AI based devices in everyday life does not lead to expertise, so 'learning by doing' approaches should be assessed with caution. Preferably, practitioners should educate themselves systematically on new technologies, as pointed out by Galloway and Swiatek (2018). The latter becomes especially important, as the personal competencies of professionals are identified as the key challenge for bringing AI to communication management, and different levels of it as a major risk source for organisations.…”

Section: Need For Self-educationmentioning

confidence: 99%

See 1 more Smart Citation

Artificial intelligence in communication management: a cross-national study on adoption and knowledge, impact, challenges and risks

Zerfaß

Hagelstein

Tench

2020

JCOM

View full text Add to dashboard Cite

PurposeArtificial intelligence (AI) might change the communication profession immensely, but the academic discourse is lacking an investigation of the perspective of practitioners on this. This article addresses this research gap. It offers a literature overview and reports about an empirical study on AI in communications, presenting first insights on how professionals in the field assess the technology.Design/methodology/approachA quantitative cross-national study among 2,689 European communication practitioners investigated four research questions: RQ1 – How much do professionals know about AI and to what extent are they already using AI technologies in their everyday lives? RQ2 – How do professionals rate the impact of AI on communication management? RQ3 – Which challenges do professionals identify for implementing AI in communication management? RQ4 – Which risks do they perceive?FindingsCommunication professionals revealed a limited understanding of AI and expected the technology to impact the profession as a whole more than the way their organisations or themselves work. Lack of individual competencies and organisations struggling with different levels of competency and unclear responsibilities were identified as key challenges and risks.Research limitations/implicationsThe results highlight the need for communication managers to educate themselves and their teams about the technology and to identify the implementation of AI as a leadership issue.Originality/valueThe article offers the first cross-national quantitative study on AI in communication management. It presents valuable empirical insights on a trending topic in the discipline, highly relevant for both academics and practitioners.

show abstract

Section: Artificial Intelligence In Communication Managementmentioning

confidence: 99%

Section: Need For Self-educationmentioning

confidence: 99%

Artificial intelligence in communication management: a cross-national study on adoption and knowledge, impact, challenges and risks

Zerfaß

Hagelstein

Tench

2020

JCOM

View full text Add to dashboard Cite

show abstract

“…Although education should reflect the development of technologies, media literacy should be a core component that educators emphasize to their students. Students in the media and communication fields must be educated as responsible, ethical consumers and producers on digital platforms and AI (Galloway & Swiatek, 2018). The need for education on effects theory remains essential in a field in constant reinvention (Bourne, 2019).…”

Section: Introductionmentioning

confidence: 99%

The Digital Divide: Addressing Artificial Intelligence in Communication Education

Luttrell

Wallace

McCollough

et al. 2020

Journalism & Mass Communication Educator

View full text Add to dashboard Cite

Artificial intelligence (AI) has gained both momentum and importance within society over the past several years. This article provides an opening for further discussion to the broader social and digital media research community and those interested in answering important questions related to these areas by leveraging a focused, productive approach. In supporting future educational endeavors within the communication classroom, and specifically to this topic, we propose five important considerations that will move the conversation forward. The considerations within this article are meant to engage scholars in intellectual conversation and to provide an initial foundation for the direction of communication education. They are not meant to be an exhaustive list, but rather initiate discussions within education and research addressing implications emerging technologies have had on our field and what could be incorporated into the media and communication curriculum to prepare educators and students alike.

show abstract

“…Whether or not the impact of AI will increase or decrease its influence on the Communications profession, it requires understanding and readiness of communications and PR to perceive these changes. AI in public relations for task automation gave much distinction; it requires more widespread attention on the impact in technological, economic, and societal sectors [4].…”

Section: Introductionmentioning

confidence: 99%

“…Some of the literature and findings from previous research have different perceptions, both supporting and giving signals to be more careful [6], [7]. Most understood that PR activity depends on establishing relationships with stakeholders through personal interaction PR is a discipline that needs to maintain a reputation related to credence -humans build trust with humans, not with machines or bots [4], [8]. The moment AI sends a message, there is a possibility that public perception will be lower because it is not authentic [9], [10].…”

Section: Introductionmentioning

confidence: 99%

Analyzing the Impact of Big Data and Artificial Intelligence on the Communications Profession: A Case Study on Public Relations (PR) Practitioners in Indonesia

Arief

Gustomo

2020

Int. J. Adv. Sci. Eng. Inf. Technol.

View full text Add to dashboard Cite

The purpose of this paper is to explore the preparedness of Public Relations (PR) in dealing with the impact of big data and Artificial Intelligence (AI) on the communications profession in Indonesia. The research objective is to determine an understanding of AI that will have an impact on automating and simplifying PR work, to identify the competency of future PR, and to find out big data and AI can replace what kind of PR jobs. This study employed an online survey methodology with a total of 320 PR practitioners and was completed through semi-structured interviews of 10 respondents, both from State-owned enterprises and private companies. The research concludes that there are PR jobs that have been replaced by the tool development of big data and AI, among others were 45% news clippings, 45% news analyses in the media, 37% media relations, 34% content of social media management, 33% release distribution, and 24% photos and videos. This research proposes new competencies that need to be strengthened, specifically in the areas of the content creator, influencer management, social media management, and data analytics. The topic of big data and AI in the communications profession and public relations practitioners in Indonesia has never been discussed before. This has a substantial impact on the management and technology of communications and gives a broader impact on the preparedness of the industry, academia, and society.

show abstract

Public relations and artificial intelligence: It’s not (just) about robots

Cited by 120 publications

References 5 publications

Artificial intelligence in communication management: a cross-national study on adoption and knowledge, impact, challenges and risks

Artificial intelligence in communication management: a cross-national study on adoption and knowledge, impact, challenges and risks

The Digital Divide: Addressing Artificial Intelligence in Communication Education

Analyzing the Impact of Big Data and Artificial Intelligence on the Communications Profession: A Case Study on Public Relations (PR) Practitioners in Indonesia

Contact Info

Product

Resources

About