Adoption and Impact of Artificial Intelligence in Public Relations: A Study of Public Sector Universities in Sindh, Pakistan

Abstract

Artificial Intelligence (AI) has already begun to alternative use for public relation professionals in public sector universities of Sindh, while interacting with the public, linkages with media communication agencies for good will of public and minimize the issues of institutions(Kawakami et al., 2024).  This  study has used a case study sample of public sector universities of Sindh government, including the Shah Abdul Latif University, Khairpur Mir’s, Shaheed Benazir Bhutto University, Shaheed Benazirabad, University of Sindh Jamshoro and Sindh madressatul islam Universit, Karachi to present the experiences, problems, and implications of the use of AI in PR. Its foundations include the model of The UTAUT (Unified Theory of Acceptance and Use of Technology), Agenda-Setting Theory and Framing Theory. Also, Semi-structured interviews with public relation officers and Media Managers had been used. This study is the part of the project's qualitative case study design.  The five major finding are drawn from the data based on thematic analysis, which highlighted the operational efficiency use of AI in Media, monitoring and crisis management along with ethical consideration while use of AI for Press release and create content. It has been determined that using AI to enhance public relations offices capabilities, but it also requires significant reform, training workshops, and ethical consideration.