The Role of Artificial Intelligence in Public Relations Contributing to Sustainable Development Goals

Objectives: The rapid advancement of technology and artificial intelligence has penetrated every aspect of our lives, leading to a transformation across many professions. Research Implications: This transformation has caused some professions to flourish, while others have gradually faded away. Naturally, the public relations profession has also been impacted by this process. Theoretical Framework: From press release content to event organization, alternative approaches in crisis management, and leadership communication in presentations, artificial intelligence has started to position itself almost as a backup employee among public relations practitioners. Method: In this study, the concepts of artificial intelligence and public relations are closely examined, beginning with a literature review. Subsequently, in-depth interviews were conducted with a total of 26 professionals from both the public relations and artificial intelligence sectors, selected through judgmental sampling, and the data were analyzed using content analysis methods. Results and Discussion: The findings suggest that artificial intelligence is a valuable tool for public relations in terms of speed, creativity, time-saving, and providing new perspectives. Public relations practitioners who use this tool effectively can achieve success, and it is concluded that artificial intelligence and public relations complement each other as an integrated whole. Originality/Value: This study contributes to the literature by incorporating the perspectives of both groups. At the same time, it also contributes to the United Nations Sustainable Development Goals of 'Reducing Inequality' (SDG 10) and 'Creating Sustainable Cities and Communities' (SDG 11).