Contemporary Issues of Communication

Öz

The digitalized and globalized world has transformed societies, institutions, and individuals, resulting in significant changes in communication. These changes have created different roles and qualifications for public relations professionals. To succeed, these professionals must closely follow, integrate, and specialize in these changes. Additionally, the modern public relations industry has become reliant on artificial intelligence software across all sectors. However, studies indicate insufficiency in the use of artificial intelligence (AI) in public relations. Therefore, this research aims to examine the role of AI by analyzing perspectives within the Turkish academic community regarding its use in public relations. Additionally, this study seeks to identify potential solutions for industry professionals. A qualitative research design, specifically a case study, was implemented to accomplish these objectives. Taking into account the document analysis technique employed to gather data, this research identifies AI's benefits and limitations in public relations. The data sets were analyzed using the meta-thematic analysis technique incorporated in the MAXQDA 2020 package program. The results indicate that artificial intelligence possesses vast potential in the context of public relations. Its contributions are noteworthy in the domains of media monitoring, tracking, reporting, content generation, social media management, as well as effective crisis and campaign management. Public relations experts are recommended to monitor advancements in AI, promote the integration of individuals and organizations, and regulate its impact.