Publication Details
Abstract
The continued progression of digital technologies has heavily disrupted media and PR practices, with automation and artificial intelligence taking center stage in this disruption. In this paper the trends on automation of media and public relations is studied, as well we identify what are important Is that product will have in use its secondary effects in PR, also challenges and ethical questions around Public Relations. The research is a mixed-method combining systematic literature review, document and content analysis and expert opinion analysis. The study looks at popular automation tools, including AI content generation systems, media monitoring products, sentiment analysis solutions and data analytics. We use descriptive statistics and thematic analysis to examine their effects on operational efficiency, audience engagement, time-turnaround on crisis response, and strategic decision making. The results suggest that automation can improve operational efficiency and crisis response capability in media and PR operations as they interface with the public, allowing such institutions to quickly digest large quantities of information concerning them and make fine-grained actions. But the change to audience and then secondarily content is mild, so human creativity and related situational judgment still play a crucial role. It also flags certain barriers including ethics, data privacy, algorithmic biases as well as workforce skill shortage. The study suggests that automated systems should be introduced as an aid on top of, rather than instead of human expertise in media and PR. A balanced solution that marries technical innovation, ethical surveillance and professional skills is necessary to ensure credible and sustainable communication practices.