Harnessing Artificial Intelligence for Effective Public Relations Practice: Perspectives from Ghana

Abstract

The study explored the awareness, utilization, and barriers to adopting artificial intelligence (AI) technologies in public relations practice. It sought to understand practitioners’ awareness of AI, examine its integration into daily activities, and investigate the factors enabling or hindering its adoption. Anchored in Technological Determinism and Diffusion of Innovations theories, the research provided a theoretical lens to examine the interplay between technology and professional practices. Using a qualitative methodology, data was collected through interviews with ten public relations practitioners from diverse professional backgrounds. The findings revealed varying levels of awareness and proficiency in AI, with tools like media monitoring platforms and sentiment analysis software enhancing efficiency. However, barriers such as resource constraints, skill gaps, and ethical concerns were identified as significant challenges. Recommendations emphasized the need for organizational investment in training, infrastructural upgrades, and the development of ethical guidelines to ensure responsible AI integration. The study underscored the transformative potential of AI while advocating for equitable access and professional development to harness its benefits.