From Data to Message: Public Relations Practices Transformed by Artificial Intelligence

Authors : İsmail Karakulle

Pages : 308-328

Doi:10.30913/alinterisosbil.1815718

View : 40 | Download : 117

Publication Date : 2025-12-31

Article Type : Research Paper

Abstract :This study examines the use of artificial intelligence (AI) in the field of public relations and the role of this technology in the digital transformation of the discipline. Advances in technology have fundamentally transformed public relations processes, methods, and communication tools, enabling the adoption of data-driven and measurable communication approaches. AI facilitates practitioners in data collection, analysis, content creation, social media management, campaign planning, sentiment analysis, and crisis management. The study discusses the functions, application areas, and benefits of AI-based tools commonly used in public relations. The findings indicate that AI enhances the effectiveness of public relations practices and reshapes strategic decision-making processes. The comparative analysis conducted within the scope of this research demonstrates that AI-supported tools enhance time and cost efficiency in PR activities, rationalize decision-making processes, and enable objective measurement of communication performance. However limitations and risks such as data privacy, misinformation, and ethical responsibilities should also be considered. The study emphasizes that AI, beyond being a technological tool, profoundly transforms communication processes and professional practices in public relations.
Keywords : Halkla İlişkiler, Yapay Zeka, Dijital Dönüşüm

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