The Future of Public Relations

This foundational book on artificial intelligence and public relations aims to provide an in-depth perspective on integrating AI technologies within the public relations discipline. AI systems are not only tools for automating tasks but also instruments for enhancing creativity and judgement. While communication professionals have traditionally focussed on human-to-human interaction, the advent of AI systems has introduced the concept of human-machine communication, significantly impacting the public relations discipline. Beginning with a historical overview of AI and its impact on public relations, the book delves into practical insights and explores the applications of AI tools in PR. It discusses the evolution of PR education with the integration of AI, exploring how AI can be adapted and incorporated into curricula to enhance creativity and judgement. The book also importantly tackles the ethical considerations of AI systems, addressing issues such as bias, discrimination, plagiarism, labour, and copyright. With the growing importance of AI in public relations, it is essential for PR students and practitioners to be aware of AI tools, their applications, and how to use AI responsibly. This book aims to serve as a guiding resource for students, researchers, educators, and practitioners in the field of public relations, helping them navigate the complexities and opportunities presented by AI.