The Impact Of Artificial Intelligence On Strategic Public Relations Campaigns

Abstract

The purpose of this study was to examine the impact of Artificial Intelligence (AI) on strategic public relations (PR) campaigns in Ghana, focusing on how PR professionals adopt, use, and interpret AI technologies across campaign planning, implementation, and evaluation. The study explored the extent of AI integration, the benefits it brings to PR practice, and the challenges that limit its effective application. A qualitative research approach grounded in the interpretivist paradigm was employed to gain in-depth insights into practitioners’ lived experiences. Using a phenomenological research design, semi-structured interviews were conducted with ten PR professionals drawn from radio and television stations, corporate communication units, and PR/digital agencies within the Greater Accra Region. Data were analyzed using reflexive thematic analysis supported by NVivo 14, allowing for systematic coding, theme development, and the interpretation of recurring patterns. The key findings reveal that AI adoption in PR is emerging but uneven, influenced by training exposure, organizational readiness, and access to digital tools. Respondents reported that AI enhances efficiency, supports evidence-based decision-making, improves audience targeting, and stimulates creativity in campaign design. However, challenges such as data inaccuracy, limited access to full-featured AI tools, technical and infrastructural constraints, skill gaps, ethical concerns, and cost barriers continue to restrict broader adoption. Despite these limitations, practitioners recognize AI as a transformative resource capable of strengthening strategic communication when supported by adequate training and infrastructure. Based on the findings, the study recommends that PR organizations prioritize structured AI training programs for communication professionals.