Artificial Intelligence Opportunities and Challenges for Strategic Communication. Chat GPT Uses for Communication Professionals
Raluca Silvia Ciochina, Diana Maria Cismaru, Cosmin Radulescu
Faculty of Communication and Public Relations, National University of Political Studies and Public Administration, Romania
The interest for Artificial Intelligence applications and uses for strategic communication purposes has gained a lot of research interest throughout recent years (Osei-Mensah et al., 2023; Zerfass et al., 2022). This research investigates the application and role of artificial intelligence (AI) in the Public Relations and Marketing industry in Romania. It focuses on identifying how Chat GPT, the natural language processing (NLP) model developed by OpenAI, is used by communication and marketing professionals, the challenges and opportunities for various communication roles, and the current skills gap that professionals face in this disruptive context. A semi-structured interview was applied on 15 public relations and marketing professionals with different background and years of experience in the field (marketing agency, private sector organizations, and freelancing). Preliminary results show that communication professionals value the user-friendly experience of using the text-based ChatGPT application, which can be used for social media posts captions generations, newsletters and various communicational templates, including for Search Engine Optimization tasks, but they also acknowledge the barriers in conducting higher level tasks that involve a more strategic and creative approach. Assessing current AI integration and potential strategic approaches is crucial for communication department progress.
Zerfass, A., Moreno, A., Tench, R., Verčič, D., & Buhmann, A. (2022). European Communication Monitor 2022. Exploring diversity and empathic leadership, CommTech and consulting in communications. Brussels: EUPRERA/EACD.
Osei-Mensah, B., Asiamah, E. O, & Sackey, R. (2023). Strategic Communication and Artificial Intelligence: Reviewing Emerging Innovations and Future Directions. Archives of Business Research – Vol. 11(1). 85-102.
Benefits And Challenges Of Using AI In PR Practice: A Case Study
Camelia Cusnir, Anamaria Nicola
University of Bucharest, Romania
The controversy surrounding ChatGPT, how far the development of artificial intelligence should go and what is its impact on our activities has reopened the debate about the impact of AI in communication and PR.This study aims to explore the relationship between AI and public relations. We intend to map how Romanian PR practitioners use AI in their current activities and what is their perception about using AI generated content. We examine if the PR industry perceives AI tools as a help or as a threat for its growth and how they conceive their responsibility towards their clients and their public in this specific case. We use quantitative (survey) and qualitative (semi-structured interviews) methods to determine the impact and role of artificial intelligence (AI) in the Romanian PR industry. We will identify if PR practitioners are enthusiastic about the way AI is facilitating their tasks and helping to implement their strategies or if they are rather anxious and preoccupied about the future of their profession if some of their activities can be replaced by the artificial intelligence or about the ethical issues implied by the use of the AI. Our study will show to what extent the responsibility concern is part of using AI in PR practitioners daily activities.
What Is Automated Communication, And Why Should We Care? Implications For Public Relations From A Systematic Review
Teresa Weller, Irina Lock
Friedrich Schiller University Jena, Germany
Purpose This study outlines what automated communication is and what its implications are for organisations in terms of its role in the communication process, the responsibilities of organisations, and its effects on stakeholders.
Design/methodology/approach A systematic review is conducted to provide a comprehensive overview of conceptualisations, methods of analyses, and normative reflections of automated communication in previous social science research.
Findings The systematic literature search in four databases yielded 54 relevant articles. Next, the data will be analysed by means of a quantitative content analysis using a coding scheme that captures the conceptualisation, empirical analysis, and normative reflections of automated communication. Final results will be reported in the full paper.
Contribution/originality This is the first study to take a systematic and comprehensive look at automated communication across disciplines to derive implications for public relations and strategic communication.
Keywords Automation, automated communication, public relations, strategic communication, systematic review
Paper type Research paper
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