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 AI’s 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 Intelligence’s 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.
