Artificial Intelligence in Public Relations: Potential Benefits and Drawbacks

Year 2024, , 354 - 368, 29.06.2024

Ömer Faruk Zararsız

https://doi.org/10.55609/yenimedya.1433074

Abstract

The functioning of institutions and organizations, as well as the lives of individuals, have been significantly impacted by artificial intelligence technologies becoming an essential part of everyday life. One area that has been greatly affected by these technologies is public relations. Within the realm of public relations, artificial intelligence offers numerous advantages in terms of time and cost, particularly in areas such as customer relationship management, media and social media monitoring and analysis, virtual assistants, internal communication, and crisis communication and management. However, the use of artificial intelligence also poses potential threats in areas that are crucial to the success of public relations, such as propaganda, privacy, data breaches, ethics, disinformation, and misinformation. As a result, international organizations, academics, and public relations professionals have put forth various suggestions to prevent the misuse of artificial intelligence in damaging the reputation of institutions, organizations, and the field of public relations as a whole. This study aims to explore the potential advantages, threats, and recommendations associated with the use of artificial intelligence technologies in public relations through a comprehensive literature review.

Keywords

Technology, Digitalization, Artificial Intelligence, Communication, Public Relations

Artificial Intelligence in Public Relations: Potential Benefits and Drawbacks

Abstract

Yapay zekâ teknolojilerinin gündelik yaşamın önemli bir parçasına dönüşmesiyle beraber bireysel yaşamın olduğu kadar kurum ve kuruluşların da işleyişlerine önemli ölçüde etkileri bulunmaya başlamıştır. Bu kapsamda yapay zekâ teknolojilerinden etkilenen alanlardan bir tanesini de halkla ilişkiler çabaları oluşturmaktadır. Yapay zekâ halkla ilişkiler çabaları kapsamında müşteri ilişkileri yönetimi, medya ve sosyal medya takibi, analizi, sanal asistanlar, kurum içi iletişim, kriz iletişimi ve yönetimi gibi alanlarda zaman ve maliyet açısından önemli avantajlar sunmaktadır. Buna karşın yapay zekâ aynı zamanda propaganda, gizlilik, veri ihlalleri, etik, dezenformasyon ve yanlış bilgi gibi halkla ilişkiler çabaları için son derece önemli alanlar da ise potansiyel olarak tehdit oluşturmaktadır. Bununla birlikte halkla ilişkiler alanında faaliyet gösteren uluslararası kuruluşlar, akademisyenler ve sektör çalışanları yapay zekânın halkla ilişkiler çabaları kapsamında kullanımından hem kurum ve kuruluşların hem de bir bütün olarak halkla ilişkilerin itibarının zarar görmemesi için çeşitli öneriler getirmektedir. Bu kapsamda çalışma yapay zekâ teknolojilerinin halkla ilişkiler çabaları kapsamında kullanılmasının getirmiş olduğu potansiyel avantajlar, tehditler ve olası önerileri literatür taraması yöntemiyle tartışmaktadır.

Keywords

Teknoloji, Dijitalleşme, Yapay Zekâ, İletişim, Halkla İlişkiler

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