The book published by Dr. Burak Çeber, a faculty member at Üsküdar University’s Faculty of Communication, Department of Public Relations, holds the distinction of being the first book in Turkey to address artificial intelligence in the field of public relations.
Authored by Dr. Burak Çeber, “Artificial Intelligence and Public Relations: areas of use, impact, limits, and challenges” is the product of extensive and meticulous work and has taken its place on shelves with the Nobel Scientific Works label. The book describes the application areas of artificial intelligence in public relations; its impact, limits, and challenges, through in-depth interviews conducted with public relations departments and agencies.
Revisiting Public Relations in the Age of Artificial Intelligence
Artificial intelligence applications, equipped with innovative technology, are creating new areas, norms, and methods in public relations, generating new solutions for the field. These new technologies, possessing a new level of flexibility, adaptability, and contextualization, are transforming existing public relations practices. This transformation, brought about by the integration of artificial intelligence into the process, also introduces a new understanding of public relations. As the field of public relations is influenced by artificial intelligence technologies, it is observed that the application areas of public relations are changing and transforming, and the job descriptions and roles of public relations specialists are also affected by this change and transformation.
The author examines the use of artificial intelligence applications in public relations within two distinct frameworks: in simple-repetitive tasks and in the strategic management of communication, while also addressing controversial topics closely concerning public relations specialists, such as creativity, trust, emotion, ethics, security, privacy, bias, and the takeover of professions.
Artificial Intelligence and Human Collaboration
Currently, artificial intelligence applications serve more as a tool supporting specific tasks rather than comprehensive public relations duties and processes. A significant portion of tasks performed using AI occurs under the guidance and supervision of practitioners. At this stage, the question that institutions and agencies must consider is whether to focus on the advantages offered by AI applications or on the shortcomings of these systems. Given the increasing use of artificial intelligence applications and their contributions to the field of public relations, it becomes clear that the main focus for institutions and agencies should be on how to adapt to AI applications. Current developments indicate that success depends on the collaboration achieved between humans and artificial intelligence and the synergy arising from this cooperation.
Based on his interviews with industry professionals who integrate artificial intelligence applications into their business processes, the author offers guiding recommendations to institutions and agencies for successfully leveraging AI technologies, understanding their advantages and challenges, and taking appropriate steps for the future. Burak Çeber's work examines the use of artificial intelligence applications as a tool in public relations from a broad perspective, including its impact, limits, and challenges, thereby paving the way for collaboration between practitioners and artificial intelligence for a successful public relations strategy.