YAPAY ZEKÂNIN HALKLA İLİŞKİLERİN GELECEĞİNE ETKİSİ: TÜRKİYE’DE HALKLA İLİŞKİLER PROFESYONELLERİ EKSENİNDE BİR ALAN ARAŞTIRMASI

Yıl 2021, Cilt: 9 Sayı: 2, 783 - 816, 30.09.2021

Sema Çağlayan

https://doi.org/10.19145/e-gifder.916684

Cited By: 6

Öz

Araştırmada, halkla ilişkiler profesyonellerinin hangi teknoloji, araç ve yazılımları kullandıkları, bu araçları kullanım sıklıkları, teknoloji, araç ve yazılımların halkla ilişkiler süreçlerine etkilerini nasıl değerlendirdikleri, yapay zekâyı bir fırsat mı yoksa bir tehdit olarak mı gördükleri ile kendilerini teknolojik dönüşüme hangi ölçüde hazırladıklarını tespit etmek amaçlanmıştır. Araştırmanın örneklemini, güncel gelişmeleri ve teknolojik yenilikleri takip ederek iş akışlarına dahil etme performansı yüksek olarak kabul edilen Türkiye Halkla İlişkiler Derneği (TÜHİD) üyesi İstanbul merkezli 77 halkla ilişkiler ajansı oluşturmaktadır. Veriler, örneklemi oluşturan katılımcılardan, 1 Şubat – 1 Nisan 2021 tarihleri arasında, nicel veri toplama aracı olan “anket” aracılığıyla toplanmıştır. Araştırmanın amacına uygun olarak elde edilen veriler bilgisayar ortamına aktarıldıktan sonra SPSS 16.0 veri analiz programına kodlanmış; frekans dağılımı ve yüzde olarak tanımlayıcı istatistikler ile değerlendirilmiştir. Elde edilen verilere göre, katılımcıların büyük çoğunluğunun çeşitli teknoloji, araç ve yazılımlardan en az birini kullandığı; en fazla kullanılan teknoloji, araç ve yazılımların analitik, görüntü yönetimi, kampanya yönetimi, sosyal medya yönetimi, yazma, araştırma, planlama ve ölçme kategorilerinde yer aldığı; teknoloji araç ve yazılımların iş süreçlerini olumlu yönde desteklediği; yapay zekânın halkla ilişkiler süreçlerini hızlandırarak etkisini artırmak ve rekabet avantajı kazanmak için bir fırsat olarak görüldüğü ve bir tehdit unsuru olarak algılanmadığı; son olarak katılımcıların büyük çoğunluğunun, yapay zekâ teknolojileri aracılığıyla gerçekleşecek dönüşüme çeşitli şekillerde hazırlandığı tespit edilmiştir. Halkla ilişkiler ve yapay zekâ ilişkisini araştıran kapsamlı çalışmalar 2018 yılından bu yana hızlanmıştır. Türkiye’de de bu amaçla yapılmış çalışmaların kapsamı sınırlıdır. Gerçekleştirilen bu araştırmanın, teknolojik dönüşüme adaptasyon ve yapay zekâ teknolojileri konusunda halkla ilişkiler sektöründeki farkındalığı artırmak açısından önem arz ettiğini ve bu nedenle alana katkı sunacağını söylemek mümkündür.

Anahtar Kelimeler

Yapay Zekâ, Halkla İlişkiler, Dijitalleşme

EFFECT OF ARTIFICIAL INTELLIGENCE THE FUTURE OF PUBLIC RELATIONS: A FIELD RESEARCH IN PUBLIC RELATIONS PROFESSIONALS AXIS IN TURKEY

Öz

In the study, it was aimed to determine which technologies, tools and software are used by public relations professionals, their frequency of use of these tools, how they evaluate the effects of technology, tools and software on public relations processes, whether they see AI as an opportunity or a threat, what extent they prepare themselves for technological transformation. The sample of the research consists of 77 public relations agencies based in Istanbul, which are members of the Public Relations Association of Turkey (TÜHİD), which is considered to have a high performance in incorporating current developments and technological innovations into their workflows. Within the scope of the field research study, the data were collected from the participants who made up the sample, between February 1 and April 1, 2021, by means of a quantitative data collection tool, a "questionnaire". After the data obtained, they were transferred to the computer environment, they were encoded in the SPSS 16.0 data analysis program; frequency distribution and percentage were evaluated with descriptive statistics. According to the data, the majority of the participants used at least one of the various technologies, tools and software; the most used technologies, tools and software are in the categories of analytics, image management, campaign management, social media management, writing, research, planning and measurement; technology tools and software support business processes positively; AI is seen as an opportunity to increase its impact and gain competitive advantage by accelerating public relations processes and is not perceived as a threat; finally, it has been determined that the majority of the participants are prepared for the transformation that will take place through AI technologies in various ways. Comprehensive studies investigating the relationship between public relations and AI have accelerated since 2018. Turkey has also limited the scope of work for this purpose. It is possible to say that this research is important in terms of adaptation to the technological transformation and increasing awareness of AI technologies in the public relations sector and will therefore contribute to the field.

Anahtar Kelimeler

Artificial Intelligence, Public Relations, Digitalization.

Kaynakça

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