Employing artificial intelligence in public relations agencies in Egypt: Qualitative Study

Author

in public relations and Advertising Department, Faculty of Mass Communication, Cairo University

10.21608/jkom.2024.360786

Abstract

Objective: The study aimed to investigate how artificial intelligence is employed in public relations agencies operating in Egypt within the "OSPC model”, for three purposes: first: identifying the role of artificial intelligence in enhancing the effectiveness of public relations campaigns, second: its role in managing relationships With clients and the media, and third: Identifying the current challenges and future risks of relying heavily on artificial intelligence in public relations communications strategies, and identifying professional.
Design/methodology: The study used a qualitative approach, by conducting in-depth interviews with a convenience sample of 43 experts and practitioners from 11 public relations agencies operating in Egypt. The interviews were conducted in the period from July to December 2023.
Findings : The study found that artificial intelligence tools can reshape public relations practices across the dimensions of the OSPC model, by enhancing trust and transparency in public relations communications, managing strong relationships with clients and the media, and adapt to the conditions of the agencies’ work environment. The results also confirmed that agencies must develop new skills for their employees to compete in the AI-based landscape, and develop a code of conduct that takes into account ethical considerations Finally, the results presented a set of recommendations and executive mechanisms that enable Public Relations agencies to deal with the challenges posed by evolving technology. 

Keywords

References

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-The interview guide was presented to the following arbitrators:
-- Prof. Dr. Mohamed Lotfy Zakaria - Assistant Professor at the Faculty of Arts, Minya University.
- Prof. Dr. Eman Osama, Assistant Professor, Department of Public Relations and Advertising, Faculty of Information, Cairo University.

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