Artificial Intelligence in Public Relations and Communication Management: Perspectives of Ghanaian Professionals

Albert Anani-Bossman
University of Media, Arts and Communication, Unimac -GIJ Campus, Ghana
Noel Nutsugah | Bio
University of Media, Arts and Communication, Unimac-GIJ Campus
Justice Issah Abudulai | Bio
University of Professional Studies, Accra, Ghana
Share:

How to Cite

Artificial Intelligence in Public Relations and Communication Management: Perspectives of Ghanaian Professionals. (2024). Communicare: Journal for Communication Studies in Africa, 43(1), 3-13. https://doi.org/10.36615/jcsa.v43i1.2506
  • Articles
  • Submited: May 30, 2023
  • Published: July 29, 2024

Abstract

Artificial intelligence (AI) is presently transforming society and industries with significant implications for the public relations and communication profession. However, scholarship on this subject in Africa is lacking. This paper addresses this gap by investigating AI in the public relations and communication management industry in Ghana. It focuses on the knowledge, adoption, and impact of AI, as well as the perceived risks and challenges associated with the application of AI. The study used the quantitative method to gather data from 275 professionals. Results revealed that professionals have a limited understanding of AI despite their knowledge of the concept. Communication professionals believe AI will impact the profession, their department, and how they work. However, they did not foresee any challenges or risks associated with applying AI (e.g. competency in using AI, motivation to use AI, and loss of jobs). The result points to the need for professionals to increase their knowledge and understanding of AI. There is also the need for public relations scholars in Ghana and Africa to begin serious discussions on this issue.

 

References

  1. Anani-Bossman, A. & Tandoh, I. (2023). Towards a framework for public relations scholarship and practice in Africa: a globalisation perspective. Corporate Communications: An International Journal, 28(1): 48-67.
  2. Arief, N. N., & Gustomo, A. (2020). Analyzing the Impact of Big Data and Artificial Intelligence on the Communications Profession: A Case Study on Public Relations (PR) Practitioners in Indonesia. International Journal on Advanced Science, Engineering and Information Technology, 10(3), 1066–1071. https://doi.org/10.18517/ijaseit.10.3.11821
  3. Brotman, G. (2020). AI in PR - fact, fiction and the future. [online] 2020 Relevance Report. USC Annenberg Center for Public Relations, pp.52–53. Available from https://assets.uscannenberg.org/docs/relevance-report-2020.pdf
  4. Brown-Devlin, N., Lim, H. S. & Tao, J. (2022). Examining the influence of algorithmic message personalisation on source credibility and reputation. International Journal of Business Communication, 0(0):1-24
  5. Bryman, A. & Bell, E. (2019). Social Research Methods. 5th ed. Oxford University Press.
  6. Chartered Institute of Public Relations (CIPR, 2023). Artificial Intelligence (AI) tools and the impact on public relations (PR) practice. Available from: https://www.cipr.co.uk/CIPR/Our_work/Policy/AI_in_PR_/AI_in_PR_guides.aspxChartered Institute of Public Relations (CIPR, 2021). The AI and Big Data readiness report: Assess the public relations profession’s preparedness for an AI future. Available from https://www.cipr.co.uk/CIPR/Our_work/Policy/AI_in_PR_/AI_in_PR_guides.aspx
  7. Centre for Strategic Communication Excellence (2019). Communicating AI: Building the Playbook 2019 – CSCE. [online] Available from https://thecsce.com/resources/communicating-ai-building-the-playbook-2019/
  8. Cheng, Y. & Jiang, H. (2021). Customer-brand relationship in the era of artificial intelligence:
  9. Understanding the role of chatbot marketing efforts. Journal of Product and Brand Management, 31(2): 252-264.
  10. Cheng, Y. & Jiang, H. (2020a). How do AI-driven chatbots impact user experience? Examining gratifications, perceived privacy risk, satisfaction, loyalty, and continued use. Journal of Broadcasting and Electronic Media, 65(4): 592-614.
  11. Cheng, Y. & Jiang, H. (2020b). AI-powered mental health chatbots: Examining users’ motivations, active communicative action, and engagement after mass-shooting disasters. Journal of Contingencies and Crisis Management, 28, 339-354.
  12. European Communication Monitor (2019). Exploring trust in the profession, transparency, artificial intelligence and new content strategies. Available from https://www.communicationmonitor.eu/2019/05/23/ecm-european-communication-monitor-2019/
  13. Galloway, C. & Swiatek, L. (2018). Public relations and artificial intelligence: it’s not (just) about robots, Public Relations Review, 44(5): 734–740.
  14. Gopaldas, R. (2021). The challenges and opportunities of bridging Africa’s digital divide. https://www.ntu.edu.sg/cas/news-events/news/details/the-challenges-and-opportunities-of-bridging-the-africa-s-digital-divide
  15. International Telecommunication Union (2021). Digital trends in Africa: Information and communication technology trends and developments in the Africa region 2017-2020. ITU publications -Africa. Available from:https://www.itu.int/dms_pub/itu-d/opb/ind/D-IND-DIG_TRENDS_AFR.01-2021-PDF-E.pdf
  16. Jiang, H., Cheng, Y., Park, K-Y. & Gao, S. B. (2022). AI-powered chatbot communication with customers: Dialogic interactions, satisfaction, engagement, and customer behavior. Computers in Human Behavior. 134 (3):107329
  17. Kaplan, A. & Haenlein, M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), pp.1-11.
  18. Liew, F.E.E. (2021). Artificial intelligence disruption in public relations: A blessing or a challenge? Journal of Digital Marketing and Communication. 1(1): 24-28.
  19. López, E.A. & Ouariachi, T. (2020). An exploration of the impact of artificial intelligence (AI) and automation for communication professionals, Journal of Information, Communication and Ethics in Society, 19(2): 249-267.
  20. Maldonado, M. (2020). AI in PR: The conversation has just begun. Available from https://instituteforpr.org/ai-in-pr-the-conversation-has-just-begun/
  21. Moreno, A., Navarro, C., Tench, R. & Zerfass, A. (2015). Does social media usage matter? An analysis of online practices and digital media perceptions of communication practitioners in Europe. Public Relations Review, 41(2): 242–253.
  22. Murr, R. (2022). How artificial intelligence has been transforming public relations. Available from: https://www.prvalues.com/post/how-artificial-intelligence-has-been-transforming-public-relations
  23. Niederhauser, M. & Rosenberger, N. (2018). Kommunikation in der digitalen Transformation: Bestandsaufnahme und Entwicklungsbedarf des strategischen Kommunikationsmanagements von Wirtschaftsunternehmen, Verwaltungen und Non-Profit-Organisationen in der Schweiz, Working Paper, ZHAW Zurcher Hochschule fur Angewandte Wissenschaften, Winterthur, CH
  24. Nilsson, N.J. (1998). Artificial Intelligence: A New Synthesis, San Francisco, Morgan Kaufmann.
  25. Panda, G., Upadhyay, A. K., & Khandelwal, K. (2019). Artificial intelligence: A strategic disruption in public relations. Journal of Creative Communications, 14(3):196-213.
  26. Pavlik, K. V. (2007). Mapping the consequences of technology on public relations. September. Available from: Institute for Public Relationshttp://citeseerx.ist.psu.edu/viewdoc/download doi=10.1.1.129.6285&rep=rep1&type=pdf.
  27. Petrucci, A. (2018). How artificial intelligence will impact corporate communications. available from: https://www.forbes.com/sites/forbescommunicationscouncil/2018/04/20/how-artificial-intelligencewill-impact-corporate-communications/#2f69b54b1dc6
  28. Poole, D.L. & Mackworth, AK (2017). Artificial Intelligence: Foundations of Computational Agents, New York, Oxford University Press
  29. Prahl, A., & Goh, W. (2021). Rogue machines and crisis communication: When AI fails, how do companies publicly respond? Public Relations Review, 47(4).
  30. Press, G. (2016). Artificial intelligence defined as a new research discipline: This week in tech history. Available from: https://www.forbes.com/sites/gilpress/2016/ 08/28/artificial-intelligence-defined-as-a-new-research-discipline-this-week-in-tech-history/#64ab9d656dd1.
  31. Skinner, C.J. (2013). Africa, Practice of Public Relations in. In: R.L. Heath, ed., Encyclopedia of Public Relations. Sage, pp.15–19.
  32. Soriano, A. & Valdés, R. (2021). Engaging universe 4.0: The case for forming a public relations-strategic intelligence hybrid. Public Relations Review, 47(2).
  33. Tilson, D.J. (2017). From the natural world to artificial intelligence: public relations as covenantal stewardship. In B.R. Brunner (ed). The moral compass of public relations, New York: Routledge. 206-222.
  34. Tredinnick, L. (2017). Artificial intelligence and professional roles, Business Information Review, 34(1)37-41.
  35. Turksoy, N. (2022). The future of public relations, advertising and journalism: How artificial intelligence may transform the communication profession and why society should care. Turkey Review of Communication Studies. 40: 394-410.
  36. USC Annenberg Center for public relations Global Communication Report (2019). PR:Tech. The future of technology in communication. Available from: https://assets.uscannenberg.org/docs/2019-global-communications-report.pdf
  37. Valin, J. (2018), Humans Still Needed: An Analysis of Skills and Tools in Public Relations, Chartered Institute of Public Relations. https://www.cipr.co.uk/CIPR/Our_work/Policy/AI_in_PR_/AI_in_PR_guides.aspx
  38. Whitaker, A (2017). How advancements In artificial intelligence will impact public relations. Available from https://www.forbes.com/sites/theyec/2017/03/20/how-advancements-in-artificial-intelligence-will-impact-public-relations/?sh=2452eeeb41de
  39. Wiesenberg, M. and Tench, R. (2020). Deep strategic mediatisation: organisational leaders’
  40. knowledge and usage of social bots in an era of disinformation. International Journal of Information Management, 51: 102042,
  41. Yaxley, H. (2018). Outro. In A. Theaker & H. Yaxley (eds.), The public relations strategic toolkit: An essential guide to successful public relations practice London: Routledge. 147–150.
  42. Zerfass, A., Hagelstein, J., & Tench, R. (2020). Artificial intelligence in communication management: A cross-national study on adoption and knowledge, impact, challenges and risks. Journal of Communication Management. 24(4), pp 377-389
How to Cite
Artificial Intelligence in Public Relations and Communication Management: Perspectives of Ghanaian Professionals. (2024). Communicare: Journal for Communication Studies in Africa, 43(1), 3-13. https://doi.org/10.36615/jcsa.v43i1.2506

Send mail to Author


Send Cancel

Custom technologies based on your needs

  • ORCID
  • Crossref
  • PubMed
  • Clarivate