An assessment of artificial intelligence integration in the practice of public relations in Nigeria
Keywords:
Artificial intelligence, integration, public relations, practitioner.Abstract
The study main objective amongst others was to investigate the impact of AI integration in the practice of PR in Nigeria while exploring the benefits, challenges, and implications of AI in PR, as well as how organizations can effectively utilize this technology to enhance their communication strategies. The study anchors its assertions on the Agenda setting theory and users and gratification theory. The study adopted a qualitative research method applying an in-depth interview research strategy, with a population of PR practitioners in Owerri Nigeria summing up to 99 registered public relations practitioners, applying the purposive sampling technique, the sample of the study consisted of 10 well known public relations practitioners of Imo State. It was revealed that AIs in world of communication is a veritable tool that have transcended time and age adding positive to the day-to-day operations of communication practitioners. It was recommended that with the right approach and strategies in place, AI integration in PR in Nigeria has the potential to transform the industry and drive success for organizations in the digital age.
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