Development of Public Relations Using Artificial Intelligence

Abstract

In today's rapidly changing media environment, the intersection of public relations (PR) and artificial intelligence (AI) is shaping the future of communication strategies. This article explores the transformative impact of artificial intelligence on PR practice, highlighting key developments, challenges and opportunities in the use of AI technologies. From real-time media monitoring and sentiment analysis to personalized communication and crisis management, AI is revolutionizing how PR professionals engage with audiences and manage brand reputation. Using artificial intelligence, PR practitioners can more effectively deal with the complexities of the digital age, implementing targeted, data-driven communication strategies. The dynamic relationship between artificial intelligence (AI) and public relations (PR) is discussed. The ways in which artificial intelligence is changing and at the same time helping traditional PR practices are analyzed. Besides, the ways the field is dealing with new challenges and enhancing the effectiveness of communication strategies in the modern, changed, accelerated time and space is discussed.