Revolutionizing Public Relations: How AI Transforms Modern PR Strategies

Author

King Abdulaziz University, Jeddah, Saudi Arabia

Abstract

This experimental study explores the transformative impact of artificial intelligence (AI) on public relations (PR) strategies through a comparative analysis of AI-integrated and traditional campaigns. Grounded in communication theory and technology acceptance frameworks, the research aims to determine whether AI tools—such as chatbots, automated content generators, and predictive analytics—can enhance audience engagement, message comprehension, and campaign effectiveness. Two sets of PR campaigns were developed: one using conventional strategies, and another using AI-driven tools. A sample of 120 participants was exposed to both types under controlled conditions, and a validated measurement tool was used to assess cognitive, emotional, and behavioral responses. The findings reveal that AI-enhanced campaigns significantly outperformed traditional ones in terms of audience interaction, content personalization, and perceived relevance. These results underscore the evolving role of AI in optimizing PR functions while highlighting the importance of ethical implementation, media richness, and audience trust. The study contributes practical and theoretical insights into how AI can be responsibly leveraged to reshape modern PR practices and offers guidance for future research on technological innovation, digital strategy, and public engagement in the communication field.

Keywords

References

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