Generative AI Through the Eyes of Aspiring PR Professionals in the United States: A Q-Methodology Study

This study examines U.S. college public relations (PR) students’ perspectives on the impact of generative artificial intelligence (AI) on PR careers using Q methodology. The 36-statement Q sample was developed around four constructs from the extended technology acceptance model. Q sorts from 37 undergraduate PR students yielded two distinct factors. The first reflected optimism about generative AI’s role in PR, while the second expressed concern about its use. Both factors agreed that generative AI will serve as a supplementary tool and rejected the idea that it is difficult to use.