Generating a New Reality of Public Relations - A Qualitative Study on Public Relations Consultants' Engagement with Generative Artificial Intelligence
Year: 2024
Type: dissertation
Abstract: The entrance of generative artificial intelligence has brought new implications for today’s organizations. A prominent field in regards to this is public relations, as the technology can assist many features of the practice. The study aims to examine how Swedish public relations consultants engage with generative artificial intelligence in their work role. Using a qualitative approach, we conduct ten semi-structured interviews with public relations practitioners from five different agencies. The interviews are analyzed through thematic analysis, where the identified themes structure the analysis. By applying the sensemaking theory to the empirical material, the analysis reveals nuanced insights into how public relations consultants engage with generative artificial intelligence. The findings reveal the multifaceted nature of generative artificial intelligence in public relations, highlighting the variations among practitioners. Through discussion, we expand on central findings. Furthermore, the insights provide implications for the future of generative artificial intelligence in public relations. The conclusion is that public relations consultants engage with generative artificial intelligence in various ways. Primarily, it assists with operational tasks, but the engagement depends on multiple factors. How generative artificial intelligence is utilized is determined by both individual and contextual factors.
Authors: Enander, Ebba, Lindbeck, Johan
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7047275854