The Effectiveness of Applying Artificial Intelligence in Public Relations from the viewpoint of Universities Professors

Abstract

 The current research aims to identify the concept and importance of the effectiveness of artificial intelligence applications in the field of public relations. This is done through the perspectives of media and public relations professors in a non-probability, purposive sample (Convenient) of (n=45) respondents from several Iraqi universities, in order to identify the most important positive and negative aspects that may contribute to improving effectiveness of these applications. A questionnaire was prepared that included seven domains: "General impression and knowledge, the effectiveness of artificial intelligence in public relations, the prevalence of artificial intelligence applications in public relations, the impact of artificial intelligence on public relations functions, building relationships with the public, challenges and concerns, and future expectations.", based on the percentile relative efficiencies for these domains, the results were estimated at: 72.5%, 74.86%, 68.89%, 76.67%, 76.11%, 23.56%, and 74.86%, respectively. The correlation coefficients tests for a consistency among an overall studied domains were not significant, by distributing the demographic characteristics of the studied respondents, with a significance greater than P>0.05, the validity of the content-aspect tool in studying the phenomenon across the sampling population is evident, despite differences in their characteristics.