The position of artificial intelligence in public relations activities

As the place of technology in human life deepens, new concepts, subjects and effects come with it. Artificial intelligence, one of these concepts, is extremely important with its structure that directs big data, learns, develops and rivals human beings in some subjects. On the other hand, with the development of technology, increasingly increasing data, the change in the expectations of the consumers, the emergence of target individuals by losing the importance of the target audience, the gaining importance of time and time management, and the increasingly challenging competition conditions have started a transformation process in the world of public relations. This transformation makes its presence felt in many areas from public relations tools to its practitioners. Within the scope of this study, in-depth interviews and surveys were carried out with artificial intelligence and public relations practitioners, who are industry representatives who play an active role in this field, in order to determine the place of artificial intelligence in public relations applications. In addition, the news published in the print media on artificial intelligence were analyzed and the focus was placed on the artificial intelligence perception created by the media channel. In addition, job postings related to public relations were analyzed and it was evaluated whether there was any effect of artificial intelligence on the advertisements. In addition, the state of public relations against artificial intelligence was learned from artificial intelligence itself with a question directed to an artificial intelligence. All data obtained were subjected to content analysis and evaluated with comparative pivot tables. In the light of all these studies, it is concluded that artificial intelligence is not a substitute for public relations practitioners, but a tool that supports and accelerates public relations practitioners, public relations practitioners should not follow a technology independent path and constantly improve themselves; A roadmap has been created on how public relations practitioners can use artificial intelligence.