This book explores the potential of Artificial Intelligence (AI) to transform public relations and offers guidance on maintaining authenticity in this new era of communication.
This book explores the potential of artificial intelligence (AI) to transform public relations (PR) and offers guidance on maintaining authenticity in this new era of communication.
One of the main challenges PR educators, researchers, and practitioners face in the AI era is the potential for miscommunication or unintended consequences of using AI tools. This volume provides insights on how to mitigate these risks and ensure that PR strategies are aligned, offering practical guidance on maintaining trust and authenticity in PR practices. Readers will learn to leverage AI for enhanced communication strategies and real-time audience engagement while navigating the ethical and legal implications of AI in PR. Featuring contributions from leading scholars, the book includes case studies and examples of AI-driven PR practices, showcasing innovative approaches and lessons from well-known brands. It offers a global perspective on AIs impact on PR, with insights for practitioners and scholars worldwide.
This book equips public relations educators, researchers, and professionals with the knowledge and tools they need in the changing landscape of communication in the age of AI.
List of Contributors
Editors Introduction
Part I: Creative & Storytelling
Chapter 1: Examining Generative Artificial Intelligences Role and Influence
in DEI Creative Content
Rosalynn A. Vasquez, Baylor University
Chapter 2: Ethical Frontiers: Balancing Innovation and Integrity in
AI-Enhanced Public Relations
Jamie Ward, University of Toledo
Part II: Personalization & Targeted Communication
Chapter 3: Unpacking AI Discrimination from a DEI-Conscious PR Perspective
Myungok Chris Yim, Loyola University Chicago
Chapter 4: Artificial Intelligence and Stakeholder Engagement in Public
Relations: Industry Promises, Potential Pitfalls and a Proposed Framework for
a Path Forward
Nathan Gilkerson, Marquette University and Rebecca Swenson, University of
Minnesota
Chapter 5: AI Regulation and Ethical Considerations Surrounding the Use of
Artificial Intelligence in PR: The Need for Transparency and Accountability
Marina Vujnovic, Monmouth University; Dean Kruckeberg, UNC Charlotte; Lukasz
Swiatek, University of New South Wales; and Chris Galloway, Massey
University
Part III: Media Monitoring, Influencer Relations, and Reputation Management
Chapter 6: AI-Powered Synthetic Personas: Impacting the Future of Public
Relations Campaigns
Regina Luttrell, Syracuse University and Carrie Welch, Syracuse University
Chapter 7: AI-powered Enhancements in Media Relations: Exploring Potential
and Ethical Considerations in Public Relations
Hollin Nies, Gannon University and Liang Zhao, Vansary
Chapter 8: Digital Dilemmas: AI's Influence on Ethical Crisis Communication
Erika J. Schneider, Syracuse University and Courtney D. Boman, University of
Alabama
Part IV: Data Analytics
Chapter 9: A Dual Perspective: A Review of Recent Research on Artificial
Intelligence in Public Relations
Christopher J. McCollough, Jacksonville State University
Chapter 10: Listening & AI
Travis Loof, Independent Researcher
Chapter 11: Leveraging Artificial Intelligence in SEO and SEM for Public
Relations
Adrienne A. Wallace, Grand Valley State University
Part V: Mis/DisInformation & AI + PR
Chapter 12: Generating AI Pasts and Futures, Doing Public Relations in the
Present
David Gurney, Texas A&M University-Corpus Christi and Michelle
Maresh-Fuehrer, Texas A&M University-Corpus Christi
Chapter 13: Generative AI, Algorithms, and Ethics: A Case for Critical
Digital Literacy in PR
Laurence José, Grand Valley State University
Chapter 14: Disinformation in the Era of Generative AI: Challenges, Detection
Strategies, and Countermeasures
Jason Davis, Syracuse University
Glossary
Index
Regina Luttrell is a senior associate dean and associate professor of public relations at S.I. Newhouse School of Public Communications at Syracuse University, USA.
Adrienne A. Wallace is an associate professor of advertising and public relations in the School of Communications at Grand Valley State University, USA.
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