Use of artifical intelligence in public relations and journalism applications: The Eastern Black Sea example

This study aims to examine the impact of artificial intelligence (AI) technologies on public relations and journalism practices by analyzing the level of use and perception of these technologies within institutions and local media organizations in the Eastern Black Sea Region. With the ongoing process of digitalization, communication practices are undergoing fundamental transformations; particularly in areas such as content production, target audience analysis, news reporting processes, and crisis communication, AI-supported applications are increasingly being utilized. The research employs a qualitative methodology, specifically the semi-structured interview technique, and presents a regional analysis based on interviews conducted with communication representatives from institutions operating in the provinces of Gümüşhane, Trabzon, Rize, Giresun, and Ordu. The data obtained from these interviews are evaluated under key themes such as institutional investment in AI, professional usage patterns, ethical concerns, content reliability, and future projections. The findings reveal that while the use of AI technologies in public relations and journalism remains limited in the Eastern Black Sea Region, there is a growing awareness and interest in their implementation. Most institutions utilize AI to save time and labor; however, they emphasize that current AI systems struggle to grasp the local context, which poses challenges for content creation. Ethical issues, the reliability of AI-generated content, and concerns about the human dimension of journalism also emerge as significant points of discussion. In this context, the study offers a region-specific examination of how digital transformation is reflected in communication strategies and local media practices, highlighting both the current state and the future potential of AI technologies in these fields. Keywords: Artificial intelligence, public relations, journalism, digitalization, local media, Eastern Black Sea