Artificial Intelligence: A Strategic Disruption in Public Relations

2019 ◽  
Vol 14 (3) ◽  
pp. 196-213 ◽  
Author(s):  
Geetanjali Panda ◽  
Ashwani Kumar Upadhyay ◽  
Komal Khandelwal
Keyword(s):  
Artificial Intelligence ◽  
Social Media ◽  
Public Relations ◽  
Structured Interviews ◽  
Relevant Research ◽  
Research Papers ◽  
Research And Practice ◽  
Mass Personalization

This article discusses the concept, benefits, application, impact and role of artificial intelligence (AI) in public relations (PR) industry. It examines the application of AI-based systems and their role as strategic disruption in the PR industry. This article is based on qualitative semi-structured interviews of 31 PR professionals and is grounded in the insights from the review of relevant research papers, articles, and case studies. It highlights the developments in research and practice related to AI application in the PR industry. AI-powered systems can scan social media and are smart, intelligent and experts in handling queries. These AI-enabled systems can post responses on social media in real time for the client and manage the crisis. With AI, PR professionals can save time spent on mundane activities like creating media lists, scheduling meetings and sending follow-up emails. Mass personalization and customization using AI are improving the effectiveness of PR activities. It is too early to say whether AI will act as strategic disruption in the PR industry. Based on the insights and discussion in this article, the PR professionals and researchers can make decisions on whether to invest in AI tools and solutions.

scholarly journals THE ROLE OF INSTAGRAM AS AN INFORMATION DELIVERANCE TO THE CITIZEN BY THE PUBLIC RELATIONS OF SALATIGA CITY GOVERNMENT

2019 ◽  
Vol 2 (2) ◽  
pp. 111
Author(s):  
Silvia Widya Kusumaningtyas ◽  
Zon Vanel
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Active Role ◽  
City Government ◽  
Online Information ◽  
The Public ◽  
Information Media ◽  
Government Public Relations ◽  
The Government

<span lang="IN">Social media is one type of new media that facilitates the process of communication among human. Social media makes it easy for users to communicate and share information in a wider range. At present, not only people use Instagram, but the government also needs to keep up with the time to participate in using Instagram as an online information media. Public Relations of the Salatiga Government is one of the public relations departments that uses Instagram as an online information media to provide information needed by the community.<br /> This research aimed to find out how the content of the information was<span>  </span>and how the role of instagram was as an information deliverance to the citizen by the public relations of Salatiga. Through qualitative methods research, data is collected by means of interviews and observations. The results showed that the Salatiga <span> </span>Government Public Relations Instagram account had a role to increase brand awareness, connect many people and as a source of information/ business promotion.Public Relations of the Salatiga Government considers that Instagram plays an active role in conveying information to the public. This is seen from the many positive responses received by the Salatiga City Government Public Relations during managing Instagram as a modern information deliverance.<span>     </span></span>

scholarly journals Role of Artificial Intelligence in Social Media Marketing

2019 ◽  
Vol 8 (4S3) ◽  
pp. 66-69
Keyword(s):  
Artificial Intelligence ◽  
Social Media ◽  
Review Paper ◽  
Social Media Marketing ◽  
Business Organisation ◽  
The Social

This presented review paper encompasses all the ongoing trends of the Artificial Intelligence. This review evaluates the possibilities of Artificial Intelligence (AI) in social media marketing. This review paper aims to study the potential of AI in the social media marketing. This review paper fulfils the objectives of simulation of AI in the business organisations to enhance marketing which will in return increase sales. The paper aims examines the possibilities and strengths of AI. This review paper will explore the intervention of AI into marketing arena. The review flows from the general to specific. It evaluates the effect of AI on both the society as a whole and also specifically on the business organisation. It assesses the effect of AI on both the Social media and the business.

Losing a Friend

2021 ◽  
pp. 1158-1174
Author(s):  
Tamara L. Wandel
Keyword(s):  
Social Media ◽  
Children And Adolescents ◽  
Media Consumption ◽  
Depth Information ◽  
Older Children ◽  
Structured Interviews ◽  
Case Study Methodology ◽  
Study Methodology

This chapter focuses on the role of social media consumption on older children and adolescents during the bereavement process of a childhood friend. Using case study methodology surrounding an 11-year-old girl's tragic death, surveys were administered to peers and semi-structured interviews with peers, counselors, and the deceased's mother were conducted in order to collect in-depth information on the opinions and feelings of those utilizing social media as they cope with loss, specifically the loss of a friend. The idea of virtual mourning is significant to explore as social media is ubiquitous for most older children and adolescents.

Smart Technology for Smart Response During Pandemic Times

2022 ◽  
pp. 261-278
Keyword(s):  
Artificial Intelligence ◽  
Social Media ◽  
Big Data ◽  
Smart City ◽  
Critical Role ◽  
Communication Strategy ◽  
Smart Technology ◽  
Information And Communication ◽  
Remote Learning

The formal response to COVID-19 through ICT is presented with a focus on testing COVID-19, ICTs and tracking COVID-19, ICTs and COVID-19 treatment, and policies and strategies. The chapter highlights the critical role of ICTs and e-government for technologies to fight coronavirus. It covers delivery of remote learning, ICT trends, artificial intelligence (AI), and big data in fighting the pandemic, in addition to social media application for awareness of citizens such as emergencies, protection, and pandemic news. The notion of developing an information and communication strategy for redesigning smart city transformation in a pandemic is highlighted.

Conclusion

2021 ◽  
pp. 127-132
Author(s):  
Simone Natale
Keyword(s):  
Artificial Intelligence ◽  
Social Media ◽  
Computer Science ◽  
Interface Design ◽  
External World ◽  
The Social ◽  
Social Meanings ◽  
Computer Scientists ◽  
Historical Trajectory

The historical trajectory examined in this book demonstrates that humans’ reactions to machines that are programmed to simulate intelligent behaviors represent a constitutive element of what is commonly called AI. Artificial intelligence technologies are not just designed to interact with human users: they are designed to fit specific characteristics of the ways users perceive and navigate the external world. Communicative AI becomes more effective not only by evolving from a technical standpoint but also by profiting, through the dynamics of banal deception, from the social meanings humans project onto situations and things. In this conclusion, the risks and problems related to AI’s banal deception are explored in relationship with other AI-based technologies such as robotics and social media bots. A call is made for initiating a more serious debate about the role of deception in interface design and computer science. The book concludes with a reflection on the need to develop a critical and skeptical stance in interactions with computing technologies and AI. In order not to be found unprepared for the challenges posed by AI, computer scientists, software developers, designers as well as users have to consider and critically interrogate the potential outcomes of banal deception.

scholarly journals Quasi-Gatekeeping and Quasi-Gatewatching: The Dual Role of Public Relations Practitioners in the Social Media Domain

2019 ◽  
Vol 44 (1) ◽  
Author(s):  
Princewell Nwanganga Achor ◽  
Justie O. Nnabuko
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Digital Media ◽  
Dual Role ◽  
Public Relations Practitioners ◽  
Médias Sociaux ◽  
The Social ◽  
Il Y A ◽  
Medias Sociaux

Background  Existing literature depicts public relations practitioners as gatekeepers. Despite this, limited research exists on how much of a gatekeeping role public relations practitioners play in their organizations’ communication with the publics in the social media domain. Analysis  This article bridges the research gap by examining the dual role of quasi-gatekeeping and quasi-gatewatching performed by public relations practitioners in their attempt to communicate, regulate, and manage information in the social media domain and market-space media environment. Conclusion and implications  Discussion of these two distinct roles expands the frontiers of gatekeeping studies in public relations practice and communication studies, through the introduction of a new mixed-flow model of the gatekeeping function of public relations practitioners in the digital media landscape.RÉSUMÉContexte  En dépit de la littérature existante montre que les spécialistes des relations publiques en tant que gardiens, cependant, il y a peu de recherches sur la quantité de rôle de surveillance les spécialistes en relations publiques jouent dans leurs organisations la communication avec le public dans le domaine des médias sociaux. Analyse  Par conséquent, cet article se ferme cette lacune en examinant le rôle de la dualité de pouvoirs quasi-control et quasi-gatewatching effectuée par le spécialistes des relations publiques dans leur tentative de communiquer, réglementer et gérer l’information dans le domaine des médias sociaux. Conclusion et implications  La discussion sur ces deux rôles distincts a enrichi la compréhension et les frontières d’un contrôle dans la pratique des relations publiques par l’introduction d’un nouveau modèle de flux mixtes de contrôle dans le paysage médiatique numérique.

‘To activists: Please post and share your story’: Renewing understandings on civic participation and the role of Facebook in the Indignados movement

2017 ◽  
Vol 32 (6) ◽  
pp. 583-597 ◽  
Author(s):  
Venetia Papa
Keyword(s):  
Social Media ◽  
Civic Participation ◽  
Political Community ◽  
Political Activity ◽  
The Political ◽  
Structured Interviews ◽  
Political Issues ◽  
International Financial Crisis ◽  
Online Social Media

The global upsurge in protest, which has accompanied the current international financial crisis, has highlighted the extensive use of online social media in activism, leaving aside the extent to which citizenship is enacted, empowered and potentially transformed by social media use within these movements. Drawing on citizenship and communication theories, this study employs a cross-country analysis of the relationship between citizenship, civic practices and social media within the Indignados movement in Greece and France. By the use of semi-structured interviews, we attempt to discern the degree of involvement of actors with the political community in question and explore the complex layers of their motivations and goals around participation. Content analysis employed in the movement’s Facebook groups allows us to critically evaluate the potential of social media in (re)defining the meaning and practice of civic participation. Findings indicate that the failure of traditional forms of civic participation to attain and resolve everyday political issues becomes its potential to transfer the political activity in other sites of struggle. The role of Facebook is double: it can reinforce civic talk and debate through activists’ digital story telling (around shared feelings and personal stories) significant for meaningful activist participation online and offline. Second, it can support new forms of alternative politics inspired by more participatory modes of engagement.

Looking at you: celebrity direct eye gaze influences social media post effectiveness

2020 ◽  
Vol 54 (12) ◽  
pp. 3051-3076
Author(s):  
Jasmina Ilicic ◽  
Stacey M. Brennan
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Behavioral Intentions ◽  
Eye Gaze ◽  
Brand Relationships ◽  
Verbal Cues ◽  
Content Type ◽  
Moderating Role ◽  
Practical Implications

Purpose The purpose of this paper is to introduce and examine the effect of a celebrity’s eye gaze on self-celebrity connection. A celebrity’s direct (vs averted) eye gaze can be used as a tactic in social media posts to increase self-celebrity connection and behavioral intentions. Examining the effectiveness of a celebrity’s eye gaze is important, as celebrities regularly use social media to manage their brand image and to build a relationship with consumers. Design/methodology/approach Study 1 examines the effect of a celebrity’s eye gaze (direct vs averted) on self-celebrity connection. Study 2 investigates the role of celebrity authenticity in explaining the effect of a celebrity’s eye gaze on consumer–celebrity brand relationships. Study 3 examines the moderating role of a non-Duchenne smile (fake, social smile) in diluting the effect of a celebrity’s direct eye gaze on self-celebrity connection and the downstream consequences on behavioral intentions. Findings The findings from Study 1 indicate that a celebrity’s direct (averted) eye gaze strengthens (weakens) self-celebrity connection. Study 2 provides evidence of celebrity authenticity as the explanation for stronger consumer–celebrity connection when a celebrity is featured with a direct eye gaze. The results of Study 3 show that a fake smile in a celebrity’s social media posts can weaken relationships with and behavioral intentions toward celebrities with a direct eye gaze. Research limitations/implications This paper is limited, as it focuses only on eye gaze and smiles as non-verbal cues depicted in celebrity images on social media. Practical implications This paper has important implications for celebrities, celebrity brand managers (including digital/social media marketing managers and public relations professionals) and advertisers. Celebrities, celebrity brand managers and advertisers should develop social media posts that can strengthen consumer–celebrity relationships and positively influence behaviors toward the celebrity through: 1) ensuring that photographs are taken with the celebrity looking directly into the camera at the target (audience); and 2) avoiding posting images of a celebrity’s direct eye gaze with a non-Duchenne (fake) smile. Originality/value This paper introduces and provides evidence of a celebrity’s direct eye gaze–self-celebrity relationship effect. Tactics, such as eye gaze, can strengthen consumer–celebrity relationships, which is crucial in building brand equity and in increasing financial value for the celebrity.

The challenges of introducing internal social media – the coordinators’ roles and perceptions

2017 ◽  
Vol 21 (1) ◽  
pp. 2-16 ◽  
Author(s):  
Vibeke Thøis Madsen
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Structured Interviews ◽  
Content Type ◽  
Daily Routines ◽  
Work Related ◽  
Top Managers ◽  
Internal Social Media ◽  
Practical Implications

Purpose The purpose of this paper is to explore the challenges associated with introducing internal social media (ISM) into organizations in order to help them reap the benefits of coworker communication on ISM. Design/methodology/approach The paper is based on an exploratory study in ten organizations. The data were collected in semi-structured interviews with ISM coordinators in Spring 2014. Findings According to the ISM coordinators, four challenges were associated with introducing ISM: coworkers could perceive communication on ISM as not work related; coworkers might not understand the informal nature of communication on ISM, and self-censorship might stop them communicating on ISM; ISM was not considered a “natural” part of the daily routines in the organizations; and top managers mainly supported ISM in words, not in action. Research limitations/implications The study is based on the perceptions of ISM coordinators. Further research is called for to explore both coworker perceptions and actual communication on ISM. Practical implications Practitioners introducing ISM should be aware of these four challenges, and should help coworkers to make sense of communication on ISM as work-related communication among coworkers. ISM coordinators’ perceptions of their own role in relation to coworker communication on ISM make a difference. Originality/value The study provides insights into the key challenges associated with introducing ISM, as well as the role of ISM coordinators as community facilitators and sense-givers.

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