Artificial Intelligence (AI) and Public Relations: Boon or Curse? Book of Abstracts of the 32nd International Public Relations Research Symposium BledCom EDITORS: Dejan Verčič, Ana Tkalac Verčič and Krishnamurthy Sriramesh BledCom 2025 32nd International Public Relations Research Symposium June 27 - June 28, 2025 Organized by: Artificial Intelligence (AI) and Public Relations: Boon or Curse? Book of Abstracts of the 32nd International Public Relations Research Symposium BledCom June 27 - June 28, 2025 EDITORS: Dejan Verčič Ana Tkalac Verčič Krishnamurthy Sriramesh PUBLISHED BY: University of Ljubljana Faculty of Social Sciences Kardeljeva ploščad 5 1000 Ljubljana Slovenia COPYRIGHT: University of Ljubljana, Faculty of Social Sciences AVAILABLE AT: https://www.bledcom.com/ Ljubljana, 2025 Kataložni zapis o publikaciji (CIP) pripravili v Narodni in univerzitetni knjižnici v Ljubljani COBISS.SI-ID 240504835 ISBN 978-961-295-122-1 (PDF) Photo by Lucas Miguel on Unsplash C 3 ontents 1. Introduction 11 2. Editors 12 3. Authors 13 4. Paper Abstracts 33 PaPer abstracts 33 An Interview with AI on Ethical Dilemmas of PR Professionals Akçay, Ebru, Başkent University (Turkey) 35 Between convenience and professional myopia. Adoption of AI tools by would-be public relations specialists Barlik, Jacek, University of Warsaw (Poland) 37 Deploying Artificial Intelligence and Dynamic Visual Artefacts (Avatars) in employee communication: Exploring perceptions and attitudes among corporate communicators Batziou, Athanasia, Imperial College London (UK) Read, Kevin, University of Greenwich (UK) Naylor-Leyland, Victoria, Ada and Alan (UK) Milbourn, Sophie, Thread and Bloom (UK) 39 A South African Perspective on the Integration of AI in Corporate Communication Curriculum: Bridging the Gap between Academic Training and Professional Practice Bezuidenhout, Louise, North-West University (South Africa) Fourie, Lynnette, North-West University (South Africa) C 4 ontents 41 Artificial intelligence and student fear, resistance and creativity in the classroom. The public relations teaching perspective Bridgen, Liz, Buckinghamshire New University (UK) Williams, Sarah, Buckinghamshire New University (UK) 43 Race, diversity, and social mobility in the public relations industry Bridgen, Liz, Buckinghamshire New University (UK) Zeler, Ileana, Autonomous University of Barcelona (Spain) 45 How is Artificial Intelligence Shaping Crisis Communication? A Systematic Review of Interdisciplinary Research Cheng, Yang (Alice), NC State University (USA) 47 Trust, authenticity and artificial intelligence. AIcreated content and its consequences for building symmetrical relationships with audience members Chmiel, Michal, Royal Holloway, University of London (UK) 49 Preparing internal communication practitioners for the changing AI corporate environment in South Africa Degenaar, Anette, North-West University (South Africa) Sutton, Lucinda B, North-West University (South Africa) 52 Developing a Digital Communication Management Framework for South African Sport Organizations Degenaar, Koos, North-West University (South Africa) Holtzhausen, Lida, North-West University (South Africa) 55 Proposing Artificial Intelligence-Managed Corporate Social Responsibility (AIM-CSR) Communication Framework Dhanesh, Ganga S, University of Maryland (USA) 58 Intersectional Gender Representation in Corporate Social Media and AI- Imagery: From Progress to Perils? Dhanesh, Ganga S, University of Maryland (USA) Saad, Mahinaz, Independent Public Relations Practitioner (USA) C 5 ontents 61 Unpacking the Vulnerabilities of PR Professionals in the Age of Generative AI Dong, Chuqing, Michigan State University (USA) van den Berg, Morgan, Michigan State University (USA) 63 Lost in Translation? AI Disruption in Language Services as a Mirror for Public Relations Industry Transformation Doswell, Steve, Gemini Communicating for Business Ltd (UK) 65 The Immediate Experiment. Mobile Devices’ Diffusions and Adoptions--and the Lives of Public Relations Professionals Downes, Edward J., Boston University (USA) Di, Yuejiao, Boston University (USA) 67 Artificial Intelligence Relations. What is it like to be an AI? Drapal, Andrej, Consensus (Slovenia) 69 From Tools to Colleagues? The Role of Communicative AI in Corporate Communication Eisner, Julia, University of Applied Science GmbH - Campus Wieselburg & Wiener Neustadt (Austria) 72 Privacy Concerns in AI-Driven Public Communication Ertem-Eray, Tugce, North Carolina State University (USA) Ki, Eyun-Jung, University of Alabama (USA) 74 Is blockchain the solution to AI deepfakes in PR? A provisional outlook Fabbri, Valerio, FabbriKo (Slovenia) 76 Marketplace Theory as a Foundation for the Responsible Use of AI in Public Relations Fitzpatrick, Kathy R., University of South Florida (USA) Palenchar, Michael James, University of Tennessee (USA) C 6 ontents 78 Decoding Digital Trust: A Multi-dimensional Analysis of Tech Influencer Credibility on YouTube Floether, Kevin, McMaster University (Canada) 80 AI a boon or a curse? The question lies with us Galloway, Chris, Massey University (USA) Vujnovic, Marina, Monmouth University (USA) Swiatek, Lukasz (Luk), University of New South Wales (USA) Kruckeberg, Dean, UNC Charlotte (USA) 82 The Quest for Responsible Public Relations for Responsible AI: Public Relations Practitioner Use in the United States vs. Czechia Germinder, Lea-Ann, University of Missouri (USA) 84 The Role of AI-Generated Greenfluencers in Sustainability Messaging: Authentic Advocacy or Algorithmic Greenwashing? Geysi, Nilüfer, Bahçeşehir University (Turkey) 86 Artificial Intelligence and Art Marketing in Brand Communication: The Example of Refik Anadol Gözde Tayfur, Nur, Istanbul Yeni Yuzyil University (Turkey) 88 The Integration of Artificial Intelligence in Public Relations Education: Opportunities and Implications for Governance, Quality, and Ethics Grossbard, Alain, RMIT University (Australia) 91 We are only Human: How Strategic Communicators can lead in the Age of Artificial Intelligence Hung, Olivia, McMaster University (Canada) 97 The Impact of Artificial Intelligence on PR: Enhancing Crisis Management, Audience Engagement and Skepticism Hürmeriç, Pelin, Yeditepe University (Turkey) Demirel, Ege Simge, Yeditepe University (Turkey) C 7 ontents 99 The PR Roots of Modern Tourism – World War II Allied Soldiers in Rome Isaacson, Tom, Northern Michigan University (USA) 101 Employing artificial intelligence to streamline communication process Jeleč, Ivana, Faculty of Humanities and Social Sciences (Croatia) Šarić, Jelena, VERN’ University (Croatia) Ratkić, Hrvoje, VERN’ University (Croatia) 103 Artificial Intelligence in European Public Relations: Between Optimism and Underestimation Kaclová, Markéta, Charles University (Czech Republic) Hejlová, Denisa, Charles University (Czech Republic) 108 The Power of Listening: Examining the Impact of Organizational Employee Listening Competency on Engagement, Well-Being, and Mental Readiness Kang, Minjeong, Indiana University (USA) 111 Ethics in the time of AI – A South African perspective Kloppers, Elbé, North-West University (South Africa) Fourie, Lynnette, North-West University (South Africa) 113 Perceptions, concerns and best practices: Communication practitioners’ views on AI in the South African communication landscape Kloppers, Elbé, North-West University (South Africa) Bezuidenhout, Louise, North-West University (South Africa) 115 Dealing with the unethical use of artificial intelligence in teaching-learning in institutions of higher learning: a case study of the NWU Kloppers, Henk, North-West University (South Africa) van den Berg, Francois, North-West University (South Africa) 117 The Influence of AI: The Third-Person Effect in the Censorship of Deepfakes Laskin, Alexander V., Quinnipiac University (USA) D’Agostino, Giulia, Università della Svizzera italiana (Switzerland) C 8 ontents 119 The Future of Work for Public Relations and Advertising Professionals: Replaced by AI or Enhanced by AI? Laskin, Alexander V., Quinnipiac University (USA) Russell, Erin, Quinnipiac University (USA) 121 Uniting a team of 5 million: An analysis of New Zealand’s ‘Unite Against COVID-19’ crisis communication campaign Lingwall, Andrew, Pennsylvania Western University Clarion (USA) Ashwell, Douglas, Massey University (New Zealand) 123 AI-Generated Influencers in Strategic Communications: The AI Influencers Engagement Model (AIEM) Ljepava, Nikolina, American University in the Emirates (U.A.E.) Selakovic, Marko, S P Jain School of Global Management, Dubai (U.A.E.) 125 Investigating the impact of AI on SMEs: communicative challenges and insights from an Italian study Lovari, Alessandro, University of Cagliari (Italy) Marinelli, Alberto, Sapienza University (Italy) Comunello, Francesca, Sapienza University (Italy) Brescia, Paolo, University of Cagliari (Italy) 128 All AI disclosures are not created equal: Examining the effect of disclosure labels on trust Merle, Patrick F., Florida State University (USA) Krueger, Mitch, Florida State University (USA) Croft, Alyssa, Florida State University (USA) 130 Public Relations Professionals‘ Acceptance of Generative AI in Content Creation Caroline Möller, Macromedia University of Applied Sciences Cologne (Germany) Jan Niklas Kocks, HTW Berlin (Germany) Spiller, Ralf, Macromedia University of Applied Sciences Cologne (Germany) C 9 ontents 132 Right to Know as an Ethical Public Policy Approach to AI and Misinformation/Disinformation Disquietude Palenchar, Michael J., University of Tennessee (USA) Fitzpatrick, Kathy R., University of South Florida (USA) Warbington, Abbey, University of Tennessee (USA) 134 Compassion fatigue in humanitarian and charity PR: AI to the rescue? Pappas, Konstantinos, University of the Arts (UK) 136 Generative AI in Political Public Relations: A Video Ethnographic Study of Content Production Rasquinha, Mark, Auckland University of Technology (New Zealand) Theunissen, Petra, Auckland University of Technology (New Zealand) 139 Competence Meets Compassion: Understanding the Boundary Conditions of Employee Reactions to CSR Song, Baobao, Virginia Commonwealth University (USA) Yue, Cen April, Boston University (USA) Tao, Weiting, University of Miami (USA) Ji, Yi Grace, Boston University (USA) 142 On the public policy aspects of generative AI: Guidance from recent history and the risks from revisionist states Thompson, Gareth, University of the Arts London (UK) 144 Adaptive internal communication: Building resilient organizations and fostering satisfaction with life Tkalac Verčič, Ana, University of Zagreb (Croatia) Verčič, Dejan, University of Ljubljana (Slovenia) 146 AI’s impact on reputations and relationships - ramifications for the public relations function Verinder, Ben, Chalkstream (UK) C 10 ontents 148 Organizational climate for appreciation: Scale development and validation Wahl, Ingrid, University of Vienna (Austria) Huber, Jeannine, University of Vienna (Austria) Einwiller, Sabine, University of Vienna (Austria) 150 AI Risks: Are European Communication Professionals Ready? A Study on Individual and Organisational READINESS Wang, Yijing, Erasmus University Rotterdam (The Netherlands) Ravazzani, Silvia, Università IULM (Italy) Anton, Anca, University of Bucharest (Romania) 152 Exploring the Impact of Using Generative Artificial Intelligence on Productivity and Quality in Corporate Communications Wong, Janice, Centre for Professional Communication, Singapore Institute of Technology (Singapore) 155 AI-powered Influence: How digital humans reshape consumer behavior. Examining the Mediating Roles of Perceived Value and Trust Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Zheng, Nanxiao, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) 159 AI in Public Relations: Exploring Professional Attitudes, Adoption Intentions, and Internal Communication Yang, Sung-Un, Boston University (USA) Yue, Cen April, Boston University (USA) Krishna, Arunima, Boston University (USA) Wright, Donald K., Boston University (USA) 1 I 11 ntroductIon Dear Friends and Colleagues, It is with great pleasure that recommended books that do not exist.” It ac- 32nd had provided the list created by a freelancer who International Public Relations had used AI tools to create it and confessed that we welcome you to the knowledged that one of its “content partners” When the symposium began in 1994, (BledCom 2025)! In the call for papers for BledCom 2025 we had noted the meteoric rise of Nvidia into a 3+ tril- Research Symposium he did not fact-check the content. little did we know that we would begoing strong lion dollar company on the back of AI promises into the fourth decade! Hundreds of participants, and cautioned that the explosion of this com- such as yourselves, have contributed to making pany's stock value ought to be juxtaposed with that possible over the decades. the lack of understanding of this evolving tech- Heartfelt thanks to each of you for that! nology and the resulting extensive misuse of AI. The Chicago Sun-Times' apology is the latest case that supports our contention that almost eve- The famed newspaper Chicago Sun-Times, win- ryone, including the tech-wizards involved in ner of eight Pulitzer Prizes that describes itself developing this technology, seem to be playing as “being known for hard-hitting investigative 'catch-up' to all things AI on a daily, if not hou- reporting, in-depth political coverage…” pub- rly, basis. lished a special section on May 18, 2025 atitled: We thus feel vindicated in selecting this theme ‘the Heat Index: Your Guide to the Best of Sum- for BledCom 2025! We need to share our expe- mer’ in which it recommended a long list of riences (and heartaches?!!) of this promising, books for summer reading. yet unproven, technology and its impact on our Three days later, prompted by discerning read- field and scholarship and education. These de- ers, the esteemed newspaper offered an apology liberations, it is hoped, will at least help us iden- stating: “To our great disappointment, that list tify the right questions to ask about the synergy was created through the use of an AI tool and between our field and this technology. Thank you! Lep pozdrav! Namaste! Dejan Verčič, Ana Tkalac Verčič and Krishnamurthy Sriramesh 2 E 12 ditors Dejan Verčič University of Ljubljana and Herman & partnerji (Slovenia) • Dejan Verčič is Professor, Head of Centre for Marketing and Public Rela-tions at the University of Ljubljana, and Partner in strategic consulting and communication company Herman & partners Ltd. Slovenia. He received his PhD from the London School of Economics and Political Science, UK. A Fulbright scholar, recipient of the Pathfinder Award, the highest academ- ic honour bestowed by the Institute for Public Relations (IPR) in New York, and named a Dis-tinguished Public Relations Scholar by the European Public Relations Education and Research Association (EUPRERA). In 1991 he was the founding director of Slovenian national news agency (STA). Organizing the annual International Public Relations Research Symposium – BledCom since 1994. Ana Tkalac Verčič University of Zagreb (Croatia) • Ana Tkalac Verčič, Ph.D., is a Full Professor of Marketing communications and Public Relations at the Faculty of Economics and Business, University of Zagreb, Croatia. She is a former Fulbright scholar and a recipient of the Chartered Institute of Public Relations diploma. Ana Tkalac Verčič has authored, co-authored and edited numerous books including Public Relations Metrics: Research and Evalu- ation (with B. van Ruler and D. Verčič) and is the author of the first Croatian public relations textbook. She has published more than a 100 papers in various academic journals and serves in various editorial boards such as International Journal of Strategic Communication, Journal of Public Relations Research and Public Relations Review. Throughout her career professor Tkalac Verčič has received numerous awards, most recently, GrandPRx, the award for the development of public relations as a profession. She is currently the president of the Croatian Public Relations Association. Krishnamurthy Sriramesh University of Colorado (USA) • Krishnamurthy Sriramesh, is Professor of Public Relations at the University of Colorado. His rich teaching profile includes teaching a range of courses in 10 universi-ties in the North America, Asia, Australasia, and Europe while also deliver-ing seminars/talks in over 40 countries. He is recognized for his scholarship on global public relations, culture and public relations, corporate social re- sponsibility (CSR), and public relations for development. His program of research has resulted in 8 edited or co-edited books (one currently in print and another in preparation on crisis communication cases), over 120 articles and book chapters, and over 150 conference papers and other presentations around the world. A recent bibliometric analysis published in Public Relations Review placed him among the top five cited global public relations scholars. In 2004, the Institute of Public Relations (USA) recognized his scholarship by honoring him with the prestigious Pathfinder Award for “original scholarly research contributing to the public rela-tions body of knowledge.” 3 A 13 uthors Akçay, Ebru, Başkent University (Turkey) • Assoc. Prof. Ebru Akçay received her B.A. in American Culture and Literature from Hacettepe University in 2013. She completed her M.A. in Public Relations and Publicity at the Graduate School of Social Sciences, Anka-ra University in 2015 and earned her Ph.D. in the same program and institution in 2020. Her academic career began in 2014 with her appointment as a research assistant in the Department of Public Relations and Publicity at the Faculty of Communication, Ondokuz Mayıs University. In 2021, she joined Başkent University as an assistant professor in the Department of Public Relations and Publicity at the Faculty of Communication. Since December 2024, she has been serving as an associate professor in the Department of Public Relations and Publicity at Başkent University, where she also holds the position of Vice Dean of the Faculty as of June 2023. Her research interests focus on public relations particularly in relation to cultural dynamics and social issues. Anton, Anca, University of Bucharest (Romania) Ashwell, Douglas, Massey University (New Zealand) • Associate Professor Doug Ashwell works in the School of Humanities, Media and Creative Communication, Massey Univer-sity in Palmerston North, New Zealand. He has a strong interest in science communication and is currently investigating vaccination and how the media communicate the issue of vaccine hesitancy to the public. He is also interested in the reasons or concerns people give for being vaccine hesitant and how health communicators might better tailor their messages to answer these concerns with the aim of increasing vaccination rates. Barlik, Jacek, University of Warsaw (Poland) • He is an assistant professor at the Faculty of Journalism, Information and Book Studies, the University of Warsaw, Poland (full-time since 2014, previously straddled business career and part-time teaching). He is also a sea-soned public relations practitioner, with vast experience as an advisor to major Polish and international corporations, public institutions and NGOs. He has authored articles, chap-ters and a book on public relations, communication strategies, awareness campaigns, crisis communication, social media, PR theory, sales and persuasion (in Polish and English), and was a Fulbright scholar at the University of Maryland, College Park (USA). Batzoui, Athanasia, Imperial College London (UK) • Dr Athanasia Batziou is a commu-nications academic and professional, with a specialisation in visual communication and a background in international law. She currently teaches communication courses at Imperial College London and the University of Cambridge. She has been teaching in Higher Educa-tion, in the UK and overseas, for 15 years and has also held various roles in the communica-tion and media industry and in the non for profit sector. She has published research on hot topics in the media such as immigration. climate change, protest, and AI. Currently, her research is focused on various aspects of the use of AI in communication. Bellamy, Bridget, University of London (UK) • Bridget graduated from Royal Holloway, University of London with a first-class hons. in Politics and International Relations. In her role as a PR Account Manager, she works within the Tourism and Aviation sector in B2B and B2B communications, as well as Crisis Management. In 2024 she gave a presentation examining the role of communications in the FA Ban on Women’s Football at the Interna-tional History of Public Relations Conference. Her current areas of research focus are in the use of AI in communication, and the role of risk assessment and triage in Crisis Communication. 3 A 14 uthors Bezuidenhout, Louise, North-West University (South Africa) • Louise Bezuidenhout is a senior lecturer at the School of Communication at the North-West University (NWU), South Africa. She holds a master’s degree in Communication Management from the Uni-versity of Pretoria (UP) and obtained her PhD in Communication on Corporate Social Responsibility (CRS) communication, from the NWU. She lectures at undergraduate and postgraduate levels and supervises master’s and PhD students. Her research and publica- tions include sustainability communication, strategic communication, development communication and stake-holder management. She is also involved in community engagement projects that focus on service learning and engaged research. Brandt, Fabio, Novo Selo Comunicacao (Brazil) Brescia, Paolo, University of Cagliari (Italy) • Paolo Brescia (Ph.D) is Research Fellow at the Department of Political and Social Science of the University of Cagliari (Italy), where he is also an Adjunct Professor. He has been an affiliated member of the interdisciplinary research community at the Sapienza (Rome) School of Advanced Studies (SSAS) and a del-egate of the Italian Network of Universities for Sustainable Development (RUS). In 2023, he was a visiting researcher at the Complutense University of Madrid (Spain). His research focuses on public sector communication, particularly on how institutions, such as universities, engage with stakeholders through social media and AI tools to broaden their impact. Bridgen, Elizabeth, Buckinghamshire New University (UK) • Elizabeth Bridgen is Head of Academic Improvement (Partner Provision) at Buckinghamshire New University, UK, and researches the lived experience of public relations practitioners. She is co-editor with Sarah Williams of Women’s Work in Public Relations (2024), with Ileana Zeler of Race, Diversity and Social Mobility in the Public Relations Industry (2025), and Dejan Verčič of Experiencing Public Relations: International Voices (2017). She has had work published in many books and journals including Journal of Communication Management and Journal of Media Practice and Research. Chaudri, Vidhi, Erasmus University Rotterdam (Netherlands) Cheng, Yang (Alice), NC State University (USA) • Dr. Yang (Alice) Cheng is a tenured Asso-ciate Professor of Communication at NC State University, Co-Director of the Center for AI in Society and Ethics, and Adjunct Professor in the Poole College of Management. Named among Stanford’s top 2% most-cited scholars, her research explores AI, crisis communication, and global public relations. She has published 75+ articles in top journals and secured over $2 million in funding from national foundations like NSF and NEH. Dr. Cheng teaches strategic management and research methods and is internationally recognized for advancing the intersection of AI, commu-nication, and public relations through scholarship and global engagement. Chmiel, Michal, Royal Holloway, University of London (UK) • Michal Chmiel (PhD) is a Se-nior Lecturer (Associate Professor) in Psychology. He is a former Public Relations practitioner, and now researcher and educator. Currently he is the Director of External Engagement and Partnerships of the School of Life Sciences & Environment (Royal Holloway, University of Lon-don). Michal’s research interests revolve around the role of the impact of Brand PR on attitudes and well-being of audiences. He has also researched into the mechanism of sharing fake news and PR education in the UK. Michal is a Senior Fellow of the Higher Education Academy, and a member of the European Public Relations Education and Research Association and the Chartered Institute of Public Relations. 3 A 15 uthors Comunello, Francesca, Sapienza University (Italy) • Francesca Comunello is a Full Pro-fessor in the Department of Communication and Social Research, Sapienza University of Rome, Italy, where she teaches “Digital communication” and “Gender and media studies”. Her research focuses on the intersections between digital technology and society, including digitally mediated social relations, ageing and digital communication, gender and digital platforms. Her work has been published in Journals like New Media and Society, Infor- mation Communication and Society, Media Culture and Society, International Journal of Press/Politics, The Sociological Review, Ageing and Society, American Behavioral Scientist, and Violence Against Women, among others. Croft, Alyssa, Florida State University (USA) • Alyssa Croft is an undergraduate student in Public Relations at Florida State University. Alyssa conducted an experiment evaluating the effect of scientific jargon on purchasing intentions for her Honor’s Thesis. D’Agostino, Giulia, Università della Svizzera italiana (Switzerland) • Giulia D’Agostino, Institute of Argumentation, Linguistics and Semiotics, Università della Svizzera italiana, Switzerland, is a PhD candidate in Communication. She applies qualitative and quantitative methods for large-scale inquiry of linguistic and argumentative strategies in financial com-munication. Her research is focused on the identification, analysis, and retrieval (argument mining) of argumentative patterns in dialogical exchanges in the financial domain. Degenaar, Anette, North-West University (South Africa) • She has served as a Senior Lec-turer at North-West University’s School of Communication, Potchefstroom campus, since 2018. She teaches communication modules across all three undergraduate years and con-tributes to practical learning for corporate communication students at the honours level. Her academic focus lies in integrating theory and practice, while also supervising post-graduate students at Honours, Master’s, and PhD levels. With over 20 years of experience as a communication specialist, she has worked in both the for-profit and non-profit sectors, with a particular emphasis on non-profit work. Her educational background includes a BCom in Communication and a Master’s degree in the same field. In 2021, she completed her PhD in Strategic Integrated Communication, focusing specifically on South Africa’s child protection sector. Degenaar, Koos, North-West University (South Africa) • Dr. Koos Degenaar is a seasoned strategic communication and digital marketing expert currently serving as Senior Manager in Marketing and Student Recruitment at North-West University, South Africa. With over 15 years of experience in digital marketing communication, he specializes in developing and executing data-driven engagement strategies to enhance student recruitment and in-stitutional branding. In 2024, he earned his PhD in Communication, focusing on a digital marketing framework for the South African sport industry. His research bridges theoretical insights with prac-tical applications, offering a comprehensive approach to digital stakeholder engagement in both higher educa-tion and sport marketing contexts. 3 A 16 uthors Demirel, Ege Simge, Yeditepe University (Turkey) • After completing a Bachelor’s degree in Industrial Engineering at Sabancı University in 2011, Asst. Prof. Dr. Ege Simge Demirel participated in various training programs and earned a Master’s degree in Integrated Mar-keting Communications from Yeditepe University in 2018. Following her graduation, she began her doctoral studies in Public Relations and Publicity at Marmara University in 2020. In 2024, she earned her PhD with her dissertation titled “The Impact of Sustainability on Corporate Reputation: A Study on Consumers in the Context of Social and Environmental Sustainability.” She began her professional career immediately after completing her undergraduate studies in 2011, working as a short-term employee at Accenture, Citibank, and Anadolu Efes. Currently, she serves as Vice Chair of the Public Relations and Publicity Department at the Faculty of Communication at Yeditepe University. She has published articles in national and international journals on public relations, sustainability, and corporate communication. Dhanesh, Ganga S, University of Maryland (USA) • Ganga Dhanesh (PhD, National Uni-versity of Singapore) is an Associate Professor in the Department of Communication at the University of Maryland. Her experience in the corporate sector has informed her exten-sive research on corporate social responsibility communication, internal communication, and strategic public relations across global contexts, published in multiple top journals. Dr. Dhanesh serves as Associate Editor for the Journal of Communication Management and is on the editorial board of Business Horizons, Journal of Public Relations Research, and Public Relations Review. A recipient of several research awards, Dhanesh consults for various national and multinational organizations. Di, Yuejiao, Boston University (USA) Dong, Chuqing, Michigan State University (USA) • Chuqing Dong is an Assistant Professor of Advertising + Public Relations. Her research focuses on corporate social responsibility (CSR), ESG (Environment, Social, Governance), government communication, and public relations practices in the AI era. Chuqing’s research projects have been funded by multiple internal and external grants, such as the C.R. Anderson Foundation (2000), the Canadian Social Sciences and Humanities Research Council (SSHRC) (2021), and the Arthur W. Page Center (2022, 2024). Chuqing earned her Ph.D. from the Hubbard School of Journalism and Mass Communi-cation at the University of Minnesota, where she also received a master’s degree in Public Policy. Doswell, Steve, Gemini Communicating for Business Ltd (UK) Downes, Edward J., Boston University (USA) • Edward J. Downes, Ph.D., M.P.A., is an as-sociate professor of public relations at Boston University’s College of Communication. Prior to joining academic full-time he worked, for 10 years, throughout metropolitan Washing-ton, D.C., as a communications professional. He was employed by public, private, and non-profit organizations, among them the U.S. Congress. His research has been published in six academic journals and he has presented at numerous at academic conferences. Drapal, Andrej, Consensus (Slovenia) • Dr. Andrej Drapal (b. September 1, 1958) is a phi-losopher, sociologist, publicist, and entrepreneur. From 1986 to 1991, he led the theater and film program at Cankarjev Dom. Between 1991 and 2011, he served as a consultant and partner at Pristop, Slovenia’s first and, for a long time, largest agency for public relations, advertising, and marketing. In 1996, he founded Slovenia’s first lobbying association. In 2004, he established the Chamber of Business Services at the Chamber of Commerce and Industry of Slovenia. Since 1998, he has been developing his own branding and marketing model, the Standard Branding Model©. Using this methodology, he has developed over 50 brands and business models. The brand 3 A 17 uthors I Feel Slovenia, launched in 2008, is arguably the most recognized product of this model. His book Brandlife (2016) outlines and explains the methodology. Since 2006, Andrej has been developing an original philosoph-ical concept: Homonism. In November 2024, he completed his Ph.D. in strategic communication at the Faculty of Applied Social Studies in Nova Gorica with a thesis on memetics. Dr. Andrej Drapal’s primary research focus involves the convergence of communication sciences, evolutionary biology, complexity studies, quantum me-chanics, and neuroscience. Einwiller, Sabine, University of Vienna (Austria) • Sabine Einwiller is the Professor of Pub-lic Relations Research at the University of Vienna, Austria, Department of Communication where she heads the Corporate Communication Research Group. She received her PhD in Business Administration from the University of St. Gallen, Switzerland. Her main research areas comprise employee communication, CSR communication, corporate reputation man-agement, and the effects of negative publicity and complaining. Eisner, Julia, University of Applied Science GmbH - Campus Wieselburg & Wiener Neustadt (Austria) • Julia Eisner, MA, is a lecturer and researcher at the University of Applied Sci-ences Wiener Neustadt, Austria. She is a PhD candidate in sociology at the University of Vienna, with an additional supervisory affiliation in communication studies. Her research explores communicative AI in corporate communication, focusing on hybrid agency be-tween humans and machines, as well as ethical AI. Ertem-Eray, Tugce, North Carolina State University (USA) • Tugce Ertem-Eray (Ph.D., University of Oregon) is an Assistant Professor at the Department of Communication, NC State University. Her fields of interest are international public relations, public diplomacy, and social identities. She is also a part of a multi-university research team that focuses on bibliometric studies in public relations. Fabbri, Valerio, FabbriKo (Slovenia) • Communications professional with international ex-pertise in journalism and the corporate world. Able to create original content and translate complex ideas into compelling messages. Efficient in coordinating communication activities with various stakeholders. Thanks to experiences in different continents, I have gained a wide exposure to multicultural environments with the ability to solve problems and generate new business. Ferris, David M., Cohere (Canada) • David Ferris is a seasoned defense technology execu-tive, recently stepping into the role of Head of Global Public Sector at Cohere, a leading pro-vider of foundational Artificial Intelligence models and applications. David previously led the commercial and public sector sales team at Blackbird.AI, a narrative intelligence platform based in New York City. David is a retired Infantry Officer from the Canadian Armed Forces and was a member of Princess Patricia’s Canadian Light Infantry. Throughout his career, he deployed to Afghanistan, developed numerous capacity building missions around the world in support of the Government of Canada’s military strategy, and led a training mission to Ukraine in 2015. From 2016 to 2018, David served on The Joint Staff at the Pentagon developing strategy, plans and policy to counter terrorist organi-zations at home and abroad. David is a graduate of the Canadian Army Command and Staff College in Kingston, Ontario, as well as the Joint Command and Staff Program at the Canadian Forces College in Toronto, Ontario. He graduated from McMaster University with a Bachelor of Psychology, holds a Masters of Defence Studies from the Royal Military College of Canada, a Masters of Business Administration from the Open University, United Kingdom and a Public Policy Certificate from Harvard’s John F. Kennedy School of Government. 3 A 18 uthors Fitzpatrick, Kathy R., University of South Florida (USA) • Kathy R. Fitzpatrick is profes-sor and director of the Zimmerman School of Advertising & Mass Communications at the University of South Florida (USF). She is an internationally recognized scholar in public relations and public diplomacy, an attorney and a senior public relations advisor. She is also a faculty fellow and former research fellow in the Center on Public Diplomacy in the Annenberg School at the University of Southern California. Fitzpatrick moved to USF from American University (AU), where she served as professor and senior associate dean for academic affairs in the School of Communication. Prior to joining AU, Fitzpatrick was associate dean of graduate programs and research in the School of Journalism and Mass Communication at Florida International University. She previ-ously directed graduate programs in public relations at Quinnipiac University and DePaul University and the undergraduate program in public relations at Southern Methodist University. Fitzpatrick’s research has been published in leading communication and diplomacy journals and she is the author of The Future of U.S. Public Diplomacy: An Uncertain Fate and co-editor of Ethics in Public Relations: Responsible Advocacy. She is the co-founder and co-editor of the Palgrave Macmillan Book Series on Global Public Diplomacy and serves on the editorial boards of the Journal of Public Relations Research, Public Relations Journal, the International Journal of Strategic Communication and the Journal of Mass Media Ethics. Floether, Kevin, McMaster University (Canada) • Kevin Floether, MCM, CM, is a sea-soned marketing and communications professional based in Toronto, Ontario. As Director of Marketing & Communications at CBV Institute, he leads strategic initiatives to enhance the organization’s brand and stakeholder engagement. Kevin has played a pivotal role in in-tegrating generative AI into the Institute’s workflows, notably developing a comprehensive video guide on practical AI applications for Chartered Business Valuators and creating the organizations policy on use of the technology. Kevin holds a Master of Communications Management from McMaster University, where his capstone research focused on measuring the formation of trust in digital space, specifically relating to technology influencers on YouTube. He also earned the Chartered Marketer designation from the Canadian Marketing Association. His expertise encompasses strategic marketing and communica-tions planning, digital transformation, generative AI, brand management, and data-driven decision-making. Fourie, Lynnette, North-West University (South Africa) • Prof. Lynnette Fourie is director of the research focus area Social Transformation and lectures research methodology in the School of Communication at the North-West University (NWU), South Africa. She is also alumni from the North-West University and holds a BA honns in Political Science, MA Communication (Journalism) and PhD (Political Communication). Her research focus is on development communication, political campaigns in developing contexts, stakeholder relations and communication management in the non-profit sector. She has a special interest in postgraduate supervision and has supervised multiple Masters’ and Doctoral candidates in the broader fields of corporate -, development -and political communication. Galloway, Chris, Massey University (New Zealand) • Dr. Chris Galloway PhD, MMgt is a Senior Lecturer in the School of Communication, Journalism and Marketing at Massey University in New Zealand. Chris joins many years of experience as a journalist and senior public relations specialist to his academic interests in issue, risk and crisis communication. He has taught at universities in both Australia and New Zealand. His other interests include the Middle East, especially the way public relations techniques are used to present and posi- tion different protagonists. He travels to the region as often as he can. He also writes about the impacts of new technologies on PR practice, especially Artificial Intelligence. His recent books include Artificial Intelligence, Strategic Communicators and Activism, and Exploring Artificial Intelligence Implications for Journalism and Mass Communication Education, both co-authored with Luk Swiatek, Marina Vujnovic, and Dean Kruckeberg. 3 A 19 uthors Germinder, Lea-Ann, University of Missouri (USA) • Lea-Ann Germinder is a doctoral student and graduate teacher at the University of Missouri School of Journalism in Strategic Communication. Her research is focused on generative AI and how public relations can use it responsibly and how counselors can help organizations use it responsibly. She is presently conducting research on the responsible use of AI in organizations in Veterinary Medicine. Germinder is the lead author of the book chapter, Responsible AI for Public Relations Prac- tice” in “Public Relations and Strategic Communication in 2050,” Routledge. She is also the lead author of a research paper published in the special AI issue of the International Journal of Strategic Communication. The research she is presenting at Bledcom is focused on how public relations practitioners are using AI in their work in the U.S. and in Czechia. To date, she has presented at the International Communication Association (ICA), Gold Coast, Australia, at the International Public Relations Research Conference (IPRRC) in Orlando, FL. and at Charles University and the Czech Academy of Science, in Prague, Czechia and other venues in the United States. Germinder is president of Germinder + Associates, Inc. an award-winning public relations/strategic consulting firm with offices in the New York City area and Kansas City, Missouri. She is an accredited Fellow of the Public Relations Society of America (PRSA) having served on the national board and as New York City and Kansas City chapter president and is also a Silver Anvil judge. She is also a member of several international organizations including the International Public Relations Association (IPRA) and serves as a Golden World Awards judge. Geysi, Nilüfer, Bahçeşehir University (Turkey) • Nilüfer Geysi (Ph.D.) is an Assistant Pro-fessor at Bahçeşehir University, where she earned her doctorate in Advertising and Pub-lic Relations. Her dissertation focused on climate change communication, a subject that continues to shape her academic and professional endeavors. She currently serves as the Director of the Center for Social Impact and Responsibility and as the Coordinator of CI-FAL Istanbul, UNITAR. Dr. Geysi’s research interests lie at the intersection of sustainability, science communication, and climate communication. Dedicated to bridging the gap between research and real-world application, she actively collaborates with private sector partners to deliver training programs that promote sustainability communication and responsible business practices. Gözde Tayfur, Nur, Istanbul Yeni Yuzyil University (Turkey) • Nur Gözde Tayfur, Ph.D., Assistant Professor, Istanbul Yeni Yüzyıl University, Vocational School, Department of Pub-lic Relations and Promotion (Turkey). She completed her undergraduate studies in Archae-ology and Art History at Bilkent University. She earned her master’s degree in Marketing Communication from Maltepe University and her Ph.D. in Public Relations and Advertis-ing from the same university, graduating with honors. She is also a final year student in the Department of Public Relations and Advertising, her second university degree. She has integrated her profes-sional experience in public relations into her academic research and teaching. Her interdisciplinary academic work focuses on the intersections of art, marketing, and public relations. Grobelnik, Marko, Jožef Stefan Institute (Slovenia) • Grobelnik is a researcher at the AI Lab at the Jožef Stefan Institute and co-founder of the UNESCO International Research Center on Artificial Intelligence (IRCAI). He collaborates extensively with major European academic institutions and leading industry players, including Bloomberg, British Telecom, the European Commission, Microsoft Research, the New York Times, and OECD. As a co-author of several books and co-founder of multiple startups, Grobelnik has contributed to over 100 EU-funded AI research projects. His keynote speech, titled “The Future of Artificial Intelligence and Its Potential Impact on Public Relations,” will explore key predictions for the future, highlighting shifts that may come sooner than anticipated. 3 A 20 uthors Grossbard, Alain, RMIT University (Australia) • Alain Grossbard OAM is a distinguished communications expert, educator, corporate leader, and global SMS expert. He has signifi-cantly impacted academia as a Public Relations and Marketing Lecturer at RMIT Universi-ty’s School of Vocational Business Education and as a member of the RMIT University Aca-demic Board. Named Public Relations Educator of the Year in 2019, he has earned multiple RMIT Teaching and Research Awards and the prestigious IPRA Golden World Award for corporate branding excellence. Alain has held executive roles across global industries, including senior execu-tives of major Australian and global energy companies. Hejlová, Denisa, Charles University (Czech Republic) • Assoc. Prof. Denisa Hejlova, Ph.D. is a leading Czech scholar and communication consultant. She focuses on research, teaching and practice in strategic communication, public relations, public affairs or politi-cal communication. From 2011-23, Denisa Hejlova headed the Department of Marketing Communication and PR at Charles University in Prague, one of the most sought-after study programmes in the Czech Republic. Prior to that, she worked as a vice-dean for PR and PR manager at the Czech Ministry of Foreign Affairs. Denisa was a Fulbright Visiting Scholar at Columbia University in New York in 2014 and studied intercultural communication at the Tokyo University of Foreign Studies in 2005-06. Denisa has published comprehensive books on public relations (Grada, 2015) and strategic communication (Karolinum, 2024) for the Czech audience. She regularly publishes in academic journals and has been a guest lecturer at universities in Germany, Spain, the Netherlands, Japan, etc. In 2020 she started the first Czech MA programme in Strategic Communication at Charles University in Prague. Since 2023 she’s the director of the Research Centre for Strategic Communication and the Charles University in Prague. Hickerson, Andrea, University of Mississippi (USA) • Andrea Hickerson, Ph.D., is dean and professor in the School of Journalism and New Media at the University of Mississippi. Previously she was an associate dean in the College of Information and Communications and the director of the School of Journalism and Mass Communications at the Universi-ty of South Carolina. Before that, she served as director of the School of Communication at Rochester Institute of Technology. Hickerson conducts research on journalism routines with an emphasis on technology use. She is part of an interdisciplinary team building a deepfake video detection tool for journalists that has received support from the National Science Foundation and the Knight Foundation. She has been awarded over $1 million in external research awards. She has a B.A. from Syracuse University in Journalism and International relations; an M.A. in Journalism and an M.A. in Middle Eastern Studies from the University of Texas at Austin; and a Ph.D. in Communication from the University of Washington. Holtzhausen, Lida, North-West University (South Africa) • Professor Lida Holtzhausen is the Director of the School of Communication at North-West University. She holds a PhD in Corporate Communication and has been an academic at NWU since 2000, advancing to full professor in 2023. She has held leadership roles, served on key university committees, and received multiple teaching awards, including the 2024 University Teaching Excellence Award. A Chartered Public Relations Practitioner, she is actively involved in professional associations and international collaborations. Her research focuses on corporate communication, branding, and marketing communication. She has presented over 50 academic papers and is currently editing two books on communication. 3 A 21 uthors Huber, Jeannine, University of Vienna (Austria) • Jeannine Huber is a university assistant (Predoc) in the Corporate Communication Research Group at the Department of Commu-nication at the University of Vienna. Her dissertation focuses on the effects of psychological safety and communication in the workplace. Hung, Olivia, McMaster University (Canada) • Liv is a marketing and communications leader with over 15 years of experience as a consultant and strategist in the agency world of advertising and communications. Liv graduated from McMaster University’s Master of Communication Management program in 2024. Her master’s capstone research paper ex-plored the leadership role of strategic communicators in the age of artificial intelligence. She moderated a panel on AI and public relations at the Canadian Public Relations Society El- evate conference in 2023. She is also a crisis communications expert, helping to prepare clients for crisis events through simulations. Hürmeriç, Pelin, Yeditepe University (Turkey) • Professor Dr. Pelin Hürmeriç graduated from Marmara University’s Faculty of Communication in 2000, completed her master’s in Public Relations and Publicity at Yeditepe University, and earned her doctorate at Marmara University. Hürmeriç began her academic career at Yeditepe University in 2001 and has been a professor in the Department of Public Relations and Publicity since 2020. In 2024, she was appointed the Dean of the Faculty of Communication at Yeditepe University while continuing her role as the Head of the Department of Public Relations and Publicity. Specializing in public relations, the history of public relations, reputation management, and crisis communication, Hürmeriç is the author of numerous national and international articles and books. She is a member of several international communication research associations and has received various awards for her contributions to the field. Isaacson, Tom, Northern Michigan University (USA) • Tom Isaacson, Ph.D. (Michigan State University) is an Associate Professor of Public Relations and Assistant Department Head in the College of Business at Northern Michigan University. His professional expe-rience working with U.S. baseball teams led to published work related to Sports PR and the development of Sport-specific curriculum. A dual interest in history and travel evolved from more than a decade of bringing students to the American University of Rome. This resulted in a fall 2024 sabbatical researching World War II soldier tourism in Rome using the archives at the American Academy of Rome and British School at Rome. Jeleč, Ivana, Faculty of Humanities and Social Sciences (Croatia) • Jeleč, Ivana, HŽ Pas-senger Transport, University of Zagreb (Croatia) • Ivana Jeleč is experienced communi-cation manager with corporate, institutional and agency expertise, university lecturer and a PhD student of Information and Communication Sciences at the University of Zagreb. She focuses on corporate and strategic communication and marketing, which, along with reputation management, are also topics that she studies from a scientific perspective. She participates in scientific and professional conferences, researches and writes scientific papers, and was also part of the editorial board of the Croatian translation of the biography of Edward Bernays, the founder of PR pro-fession. Ivana speaks English, Spanish and Italian. Ji, Yi Grace, Boston University (USA) 3 A 22 uthors Kaclová, Markéta, Charles University (Czech Republic) • PhD. Student at the Faculty of Social Sciences, Charles University, Prague, Czech Republic. After nearly 20 years in the public relations agency world, she is now transitioning into academia. Currently pursuing a PhD at the Faculty of Social Sciences, Charles University, her research focuses on strategic communication, the public relations profession, and the technologies—particularly artifi-cial intelligence—that are reshaping the field. Kang, Minjeong, Indiana University (USA) • Minjeong Kang (Ph. D in Mass Communica-tion, Syracuse University) is an associate professor and teaches undergraduate and graduate strategic communication and research courses at the Media School, Indiana University. Her recent research interests have focused on understanding engagement in various stakehold-er contexts such as member, employee, and volunteer relations and its positive impacts in eliciting supportive communication and behavioral outcomes. Additionally, Dr. Kang is working on understanding organizational listening by examining factors that contribute to employee silence motives. Dr. Kang serves as reviewer to various journals including Journal of Public Relations Research, which she is on the editorial board. Kaul, Asha, IIMA (India) Ki, Eyun-Jung, University of Alabama (USA) • Eyun-Jung Ki (Ph.D., University of Florida) is a professor and Reese Phifer Fellow in the Department of Advertising and Public Rela-tions at the University of Alabama. Her areas of expertise are emergent media, including metaverse and artificial intelligence in strategic communication, crisis communication, and relationship management. Krishna, Arunima, Boston University (USA) Kloppers, Elbé, North-West University (South Africa) • Elbé Kloppers is a senior lecturer at the School of Communication at the North-West University (NWU), South Africa. The obtained both her MA (in corporate communication), as well as her PhD on Corporate Social Responsibility (CSR) communication from the NWU. Her research focuses on de-velopment communication, sustainability communication, CSR communication and rela-tionship management. She lectures modules in development communication and research methodology at undergraduate and Honours level. She supervises Master’s and Doctoral candidates in all her research focus areas. Kloppers, Henk, North-West University (South Africa) Kocks, Jan Niklas, HTW Berlin (Germany) Kruckeberg, Dean, UNC Charlotte (USA) • Dr. Dean Kruckeberg, APR, Fellow PRSA, is a tenured Full Professor in the Department of Communication Studies at the University of North Carolina at Charlotte. From 2000 through 2002, he was a Director-at-Large on PRSA’s National Board. Dr. Kruckeberg was 1993-94 Midwest District Chair and was 1988-89 President of the Cedar Valley Chapter. He was 2010 Chair of the PRSA International Section; is a former National Faculty Advisor of the Public Relations Student Society of America (1989-91) and was Faculty Advisor of PRSSA Chapters at the University of Iowa, Northwest Missouri State University and the University of Northern Iowa. From 1997 to 2012, Dr. Kruckeberg was Co-Chair of 3 A 23 uthors the Commission on Public Relations Education. He was Chair of the Educators Academy and Co-Chair of the Educational Affairs Committee in 1997. From 2006 through 2009, He was a member of PRSA’s Board of Ethics and Professional Standards. Dr. Kruckeberg is a member of PRSA Charlotte and is the Lead Academic Advisor of the Inez Y. Kaiser Memorial Scholarship Fund of the Greater Kansas City Chapter of PRSA. Dr. Kruckeberg is co-author of the 11th (2013), 10th (2010), 9th (2006), 8th (2004), 7th (2000) and 6th (1996) editions of This Is PR: The Realities of Public Relations, of Public Relations and Community: A Reconstructed Theory (1988) and of Transparency, Public Relations, and the Mass Media: Combating the Hidden Influences in News Coverage Worldwide (2017). Krueger, Mitch, Florida State University (USA) • Mitch Krueger is an undergraduate stu-dent in Public Relations at Florida State University. Mitch completed his Honor’s Thesis focusing on crisis communication and sports. He is working part-time at Moore Commu-nications. Lahad, Imad, APCO (U.A.E.) • He is an expert in AI, intelligence, and disruptive technolo-gies. Currently serving as the Global Chair of AI & Intelligence at APCO, he leads initiatives that harness emerging technologies to drive innovation and transformative solutions for APCO and its clients worldwide. Imad’s journey with APCO began in 2013 as the Director of Digital Strategy, where he quickly demonstrated his leadership and forward-thinking approach. He went on to become the Managing Director of APCO’s Dubai office, playing a pivotal role in shaping the firm’s direction and expanding its capabilities in the region. As the head of the global Digital Practice, Imad established the AI Comms Lab, a pioneering initiative that integrates advanced AI capabilities and innovative tools into APCO’s offerings. This lab also led to the creation of Margy, APCO’s proprietary adaptive intelligence, which is leveraged across the organization to deliver cutting-edge insights and solutions for clients. In his current role, Imad oversees a multidisciplinary global team that combines AI & ML, opinion research, data science, strategy & planning, and digital innovation to deliver seamless, integrated solutions. His leadership reflects a commitment to pushing boundaries and driving growth through the adop-tion of AI and emerging technologies. With over 25 years of experience spanning media, crisis management, business transformation, and disruptive innovation, Imad is a recognized industry leader. He is frequently in-vited as a speaker and mentor, focusing on topics such as strategy, disruption, and the intersection of emotional and artificial intelligence. Laskin, Alexander V., Quinnipiac University (USA) • Alexander V. Laskin (Ph.D., Uni-versity of Florida) is a professor at Quinnipiac University (USA). He is author of about 100 publications, focused primarily on investor relations, reputation management, and emerg-ing technologies. He recently published: Public Relations and Strategic Communication in Year 2050: Trends Shaping the Future of the Profession (2025); Organizational Reputation Management: A Strategic Public Relations Perspective (2024); and Investor Relations and Financial Communication (2022). Laskin also served as a Fulbright Specialist, Page Legacy Scholar, Albert Schweitzer Fellow, Plank Center Fellow, and the People’s United Center for Innovation and Entrepreneurship Innovation Faculty Fellow. Laskin offers consulting services in investor relations, research and evaluation, and international communications. 3 A 24 uthors Lingwall, Andrew, Pennsylvania Western University Clarion (USA) • Dr. Andrew Lingwall is a Professor in the Department of Business, Economics, and Communication at PennWest University Clarion in Pennsylvania, USA. His research interests include crisis communica-tion, and career readiness and writing skills of students in programs of journalism and mass communication. He is currently working on the second edition of his textbook, The Basics of Media Writing: A Strategic Approach for SAGE Publications. Lingwall spent his 2017 sab- batical in Denmark studying career readiness of public relations graduates at Aalborg University. In 2023, he travelled to Wellington, New Zealand, where he studied the government’s crisis communications during the COVID-19 pandemic. Ljepava, Nikolina, American University in the Emirates (U.A.E.) • Dr Nikolina Ljepava is Department Chair of Marketing and Management at American University in the Emirates College of Business Administration. She is a practice-oriented academic with extensive in-dustry experience in areas of marketing research, marketing communications, e-business, and evaluation and assessment from America, Europe and Asia. She holds a PhD with spe-cialization in Marketing Research from University of Belgrade, and two master’s degrees in data analysis and e-business following a degree in Psychology from University of Windsor, Canada. Her research interests include online consumer behavior, psychology of social media, application of artificial intel-ligence, digital marketing, neuromarketing, survey methodology and online panel research. She is an author of numerous conference papers and articles and had successful media appearances on the above-mentioned topics. In 2024, she was awarded as the most influential women in education in the Middle East and recognized by Higher Education Digest as one of the leaders of the future in higher education. In addition to teaching, research and business experience, Dr. Nikolina is also dedicated to community development and engagement especially in the area of youth Internet safety education. Lovari, Alessandro, University of Cagliari (Italy) • Alessandro Lovari is Associate Pro-fessor of Sociology of Communication at the Department of Political and Social Sciences, University of Cagliari (Italy) where is the coordinator of the Phd program in Research and Social Innovation. Lovari’s research focuses on public sector communication, public rela-tions, and health communication, investigating Internet and social media impact on organ-isations’ practices and citizens’ behaviours in ordinary and crisis situations. He was visiting scholar at Purdue University, University of Cincinnati, University of South Carolina, Virginia Commonwealth University (USA), and Jyväskylä University (Finland). He is author of more than hundred publications in mo-nographies, book chapters and communication journals. Marinelli, Alberto, Sapienza University (Italy) • Alberto Marinelli is Chair of the Depart-ment of Communication and Social Research, and Deputy Rector for Innovative technol-ogies for communication (Sapienza University of Rome). He is Full professor at the Fac-ulty of Political Sciences, Sociology, Communication where he teaches Theories of mass communication and digital media and Connected & Social Tv. His main research interests concern the following fields: a) television and the ecosystem of connected viewing; b) civic engagement and participatory practices on social media; c) network society/platform society. Mashiah, Itzhak, University of Mississippi (USA) • Dr. Itzhak Mashiah is a postdoctoral visiting scholar at New York University. He teaches in the Integrated Marketing Commu-nication Department at the University of Mississippi in Oxford, MS, USA. His research in-terests include marketing communication, brand management, strategic business rhetoric, tech storytelling, and innovation discourse. Dr. Mashiah, a former marketing practitioner, has won numerous awards and honors. 3 A 25 uthors Merle, Patrick F., Florida State University (USA) • Patrick F. Merle, Associate Professor (Ph.D. Texas Tech University, 2013) is a French native, formerly an international reporter for global news organizations. He currently works as Director of the School of Communi-cation (2020-present) after having been Director of the Integrated Marketing Communica-tion program. He is also an affiliated faculty with FSU’s Institute for Successful Longevity. In 2024-2025, he serves on the leadership team of the AEJMC Public Relations Division as Chair of the Virtual Conference. He is on the editorial board of the International Journal of Strategic Commu-nication, Corporate Communications: an International Journal, and the Journal of Visual Communication in Medicine Milbourn, Sophie, Thread and Bloom (UK) Möller, Caroline, Macromedia University of Applied Sciences Cologne (Germany) Naylor-Leyland, Victoria, Ada and Alan (UK) Palenchar, Michael James, University of Tennessee (USA) • Michael J. Palenchar (PhD, University of Florida), associate professor at the University of Tennessee, has more than three decades of professional and academic public relations experience. Research interests include risk communication, issues management and crisis communication, with specific contextual and industry focus related to chemical and other manufacturing, national secu-rity, and community right-to-know issues. His 30+ years of professional experience includes working in corporate, government, nonprofit, and agency environments, and he is also a risk communication and issues management research consultant for clients ranging from Fortune 50 companies to federal and local government and nongovernmental agencies. He had conducted workshops, seminar trainings and academic presentations in more than 20 countries. Pappas, Konstantinos, University of the Arts (UK) • Dr Konstantinos Pappas is a Senior Lecturer in Communications and Media and the Course Leader of the BA (Hons) in Public Relations at London College of Communication, University of the Arts, London. His main research interests revolve around political communication, humanitarian communication, public affairs, persuasion and alt-right. Prior to joining LCC, he has taught at universities in Turkey, Greece and France and has worked as Head of communication for the main oppo- sition party in the Greek Parliament and as journalist for over 20 years. Rasquinha, Mark, Auckland University of Technology (New Zealand) • Mark Rasquinha is a freshly minted PhD researcher from Auckland University of Technology (AUT), Auck-land, New Zealand. His research focuses on Political Public Relations, with a methodolog-ical emphasis on video ethnography. Mark is particularly interested in exploring the in-tersection of technology, society, and public relations practice, examining how these areas converge in political communication strategies. Prior to joining AUT, Mark worked as a public relations and management lecturer in India. Mark is a current member of the TOROA Research Center at AUT, where he actively contributes to ongoing research on the evolving dynamics within public relations in a digital age. 3 A 26 uthors Ratkić, Hrvoje, PR 365, VERN’ University (Croatia) • Hrvoje Ratkić is expert in digital marketing and public relations with extensive experience in PR. He is co-founder and partner at the PR 365 Communications agency and lecturer at VERN’ University, Algebra Bernays University, and the Zagreb School of Business. Hrvoje holds a degree in Business Communication Management from VERN’ University. He is author of scientific papers on digital marketing and a member of the Croatian Public Relations Association (HUOJ). His key skills include digital communication strategy, community management, and social media branding. Ravazzani, Silvia, Università IULM (Italy) • Silvia Ravazzani (PhD) is Associate Professor in Management at the Department of Business LECB “Carlo A. Ricciardi”, Università IULM, Italy, since 2019. Previously she held the same position at the Department of Management at Aarhus University, Denmark. Her research interests include risk and crisis communication, employee communication, diversity and inclusion, and social media. Her work has been published in journals such as Group & Organization Management and Business Ethics Quarterly. She serves in the editorial boards of Journal of International Crisis and Risk Communication Research and European Journal of Cross-Cultural Competence and Management and is Senior Project Leader of the Centre for Employee Relations and Communication at Università IULM. Read, Kevin, University of Greenwich (UK) • Kevin is the CEO and founding director of strategic PR consultancy, Pembroke and Rye. Based in London, he has worked with global market leaders and challengers in financial and professional services, technology and ener-gy for three decades. He specialises in strategic planning, thought leadership and board-lev-el coaching. He is a visiting fellow in the business school at the University of Greenwich, a fellow of the CIPR and the RSA, and a MA supervisor for Cardiff University’s International PR and Global Communications programme. Research interests include risk and crisis management, the ethics and application of AI, Women’s football and business pitching. Russell, Erin, Quinnipiac University (USA) • Erin Russell is a full-time graduate student at Quinnipiac University studying interactive media and communications. She holds a bach-elor’s degree in public relations. Erin is heavily involved in the Public Relations Student So-ciety of America and volunteers with clients often. She has held an internship with Women for Women International, a global organization dedicating to supporting women and girls of conflict zones. Her areas of interest include campaign strategy, brand management, and non-profit communications. This is her first public relations research publication. Saad, Mahinaz, Independent Public Relations Practitioner (USA) Selakovic, Marko, S P Jain School of Global Management, Dubai • Dr Marko Selaković is manager, researcher and scholarly academic who is occupying various senior roles at SP Jain School of Global Management (currently Deputy Director and Assistant Professor). He is a strategic management and communications professional with more than 20 years of high-level experience in Europe and the Gulf countries. Selaković is specialized in strategic and international communications and development, stakeholder relations and crisis man- agement. In addition to the academic positions, he is currently Chairman of Serbian Business Council in Dubai. Previously he was Head of Chamber of Commerce and Industry of Serbia Office to the UAE, Business Director of Expo 2020 Serbia, and Vice-president of the International Association of Business Communicators (IABC) Gulf Chapter. His research interests include strategic, crisis, investor, and internal communications. 3 A 27 uthors Smith, Brian G., University of Mississippi (USA) • Brian G. Smith, Ph.D., is Professor and Department Chair of Integrated Marketing Communications at the University of Mississip-pi. He is a Page Society Member, former Fulbright Scholar (Austria, 2017), and two-time Arthur W. Page Center Scholar. He is also Co-Editor of International Journal of Strategic Communication. Brian’s research examines public relations and integrated marketing com-munications, with focuses on influencer relations, social media-based advocacy, and crisis communication. His work has been featured in the Journal of Public Relations Research, International Journal of Strategic Communication, and Public Relations Review. Following a career in brand marketing and editorial management, Brian earned a Ph.D. from the University of Maryland in Communication. He is the co-editor of the forthcoming volume, Research Methods for the Marginalized (Routledge). Smith, Staci B., University of Mississippi (USA) • Staci B. Smith, Ph.D., is Visiting Assistant Professor at the University of Mississippi. Her work focuses on refugee relations, health communication, purpose-driven public relations, social media influencers, and mis/dis-information. Staci is a Fulbright Scholar and a two-time Arthur W. Page Center Legacy Scholar. As a Fulbright Scholar in 2023, Staci examined crisis coping and resilience among female business professionals following the Covid-19 pandemic and she taught at the Uni- versity of Ljubljana. She has received two Arthur W. Page Center Legacy Scholar grants, one to study refugees and social advocacy (2023), and one to study AI, misinformation and influencer relations among government communicators (2024). Staci is the editor of the forthcoming volume Research Methods for the Marginalized (Routledge). She holds a Ph.D. and M.A. in Communication from Purdue University, and a B.S. from Brigham Young University. Song, Baobao, Virginia Commonwealth University (USA) Spiller, Ralf, Macromedia University of Applied Sciences Cologne (Germany) Sriramesh, Krishnamurthy, University of Colorado (USA) • Krishnamurthy Sriramesh, is Professor of Public Relations at the University of Colorado, USA. He is recognized for his scholarship on global public relations, culture and public relations, corporate social respon-sibility, and public relations for development. Over almost 30 years he has advocated the need to reduce ethnocentricity in the public relations body of knowledge and practice in 8 books, over 120 articles and book chapters, and over 120 conference presentations around the world. His rich teaching experience includes teaching at 10 universities on four continents while also de-livering seminars/talks in over 40 countries. He has won several awards for teaching and research at different universities including the 2004 Pathfinder Award from the Institute for Public Relations (USA) for “original scholarly research contributing to the public relations body of knowledge.” Stavreva, Svetlana, IPRA AI Chapter Chair Sutton, Lucinda B, North-West University (South Africa) • Dr. Lucinda B Sutton is a Se-nior Lecturer at North-West University, South Africa, where she teaches a range of un-dergraduate and postgraduate modules in corporate communication and public relations. She also supervises MA and PhD students on communication management-related topics. Sutton earned her PhD in Communication in 2020 with a focus on Internal Communi-cation Trends in South Africa. Her research interests reflect her practical experience as a communication professional, particularly in strategic communication. Sutton’s work emphasises the manage-ment of relationships with both internal and external stakeholders, and her publications explore various facets of communication in organisational contexts. 3 A 28 uthors Swiatek, Lukasz (Luk), University of New South Wales (Australia) • Dr. Lukasz Swiatek lectures in the School of the Arts and Media (within the Faculty of Arts, Design and Archi-tecture) at UNSW Sydney. He draws on a wealth of practical industry experience in both his teaching and research. Over the years, he has taught a range of undergraduate and postgrad-uate (junior and senior) courses in media studies, communication, and international and global studies. He supervises PhD, Masters and Honours students. With various colleagues, he has co-led extracurricular programs for students (that have developed their leadership capabilities and en-terprise skills), as well as facilitated industry events. Currently, he mainly undertakes research in: media and communication (looking at professional communication, as well as the implications of developments in various technologies – such as artificial intelligence (AI) – on communities, organisations and communicators); higher education (focusing on cultural competence and practitioner advancement), and cultural studies (investigating different aspects of social status and public recognition – including accolades and celebrity – as well as enter-tainment). His recent books include Artificial Intelligence, Strategic Communicators and Activism, and Exploring Artificial Intelligence Implications for Journalism and Mass Communication Education, both co-authored with Marina Vujnovic, Chris Galloway, and Dean Kruckeberg. Šarić, Jelena, VERN’ University (Croatia) • Jelena Šarić is an expert in corporate commu-nications, public relations and digital marketing, with extensive experience in media and strategic brand management. She specializes in crisis communication, media relations and content strategy, applying her expertise as both a consultant and lecturer at higher educa-tion institutions. With a Master’s degree in Journalism from the University of Zagreb, she combines academic knowledge with practical experience, equipping students and profes- sionals with essential skills for the evolving communication industry. Tao, Weiting, University of Miami (USA) • Dr. Weiting Tao is an associate professor in strategic communication. Her primary research area is corporate public relations, which includes corporate social responsibility, corporate ability, crisis communication and man-agement, cross cultural strategic communication, corporate reputation and relationship management, and social media strategies. Dr. Tao has published in scholarly journals such as Communication Research, Public Relations Review, Journal of Communication Man- agement, and International Journal of Strategic Communication. She also has won numerous top paper and re-search awards at international and national communication conferences such as the Association for Education in Journalism and Mass Communication and International Public Relations Research Conference Theunissen, Petra, Auckland University of Technology (New Zealand) • Petra Theunis-sen is Associate Professor at Auckland University of Technology (AUT), New Zealand. She holds a DPhil in Communication Management from the University of Pretoria, an MA (Communication) with distinction from the Rand Afrikaans University (now University of Johannesburg), and a BA (Hons) from the University of South Africa. More recently, she was awarded an LLM with distinction by Auckland University of Technology. Prior to join- ing AUT, Petra worked in public relations, management, consulting, and education. She is an Accredited Me-diator NMAS and a professional member of the Resolution Institute, an Accredited Senior Fellow of Advance HE (formerly known as Higher Education Academy) Ako Aronui Pathway and Accredited in Public Relations (APR) with the Public Relations Institute of New Zealand (PRINZ). Petra is a founding member of the Toroa Center for Communication Research, a member of the International Communication Association (ICA), the National Communication Association (NCA), and a steering committee member (country representative) of the Asia Pacific Public Relations Research & Education Network (APPRREN). From 2022 to 2023, she was Vis-iting Associate Professor at Taylor’s University. Petra is a published author, and has written and co-edited books, book chapters, peer reviewed journal articles and delivered conference papers on Public Relations and Com-3 A 29 uthors munication. She serves on various Editorial Review and Advisory Boards, including Public Relations Review, and has won awards of which the most recent were a Top Paper Award (ICA, 2024), Best Research Presentation (2023) and Best Presenter (2022). Her research span across all areas of Communication, but she has a particular interest in Public Relations, technology and dialogue. Thompson, Gareth, University of the Arts London (UK) • Gareth Thompson is a Senior Lecturer at London College of Communication, University of the Arts London. He worked in public relations in the corporate, finance and technology sectors for over 20 years in Eu-rope and the USA. He founded the PR firm, Hunt Thompson, which was acquired by Citi-gate Dewe Rogerson, with whom he then worked in London. He later served as director of marketing at the pan-European fund services and software business, JPMorgan FundsHub. He has taught public relations and communications in London and at the French Grand Ecole business school, ESCEM, in Poitiers. He has degrees from University College London and University of Cambridge (Trinity Hall). He researches historical aspects of media and public relations, including government communications, war time propaganda and terrorism. Other research interests include the application of economic theory to public relations. His research has been published in Public Relations Review, Journal of Communications Man-agement, Journal of Public Relations Research and Corporate Communications: An International Journal. His first book, Post-Truth Public Relations: Communication in an Era of Disinformation, was published by Routledge in 2020. Tkalac Verčič, Ana, University of Zagreb (Croatia) • Ana Tkalac Verčič, Ph.D., is a Full Professor of Marketing communications and Public Relations at the Faculty of Economics and Business, University of Zagreb, Croatia. She is a former Fulbright scholar and a recipi-ent of the Chartered Institute of Public Relations diploma. Ana Tkalac Verčič has authored, co-authored and edited numerous books including Public Relations Metrics: Research and Evaluation (with B. van Ruler and D. Verčič) and is the author of the first Croatian public relations textbook. She has published more than a 100 papers in various academic journals and serves in var-ious editorial boards such as International Journal of Strategic Communication, Journal of Public Relations Research and Public Relations Review. Throughout her career professor Tkalac Verčič has received numerous awards, most recently, GrandPRx, the award for the development of public relations as a profession. She is cur-rently the president of the Croatian Public Relations Association. Valentini, Chiara, Jyväskylä University (Finland) van den Berg, Francois, North-West University (South Africa) van den Berg, Morgan, Michigan State University (USA) • Morgan van den Berg is a sec-ond-year graduate student in the Advertising + Public Relations master’s program at Mich-igan State University, where she also earned her bachelor’s in Public Relations. Throughout her studies, she has worked with Dr. Chuqing Dong as a learning and research assistant, and studied abroad in Fall 2023 at Chung-Ang University in Seoul. Her AI ethics research earned the Top Ethics Paper Award at the 2024 International Public Relations Research Conference (IPRRC), leading to an internship with Big Valley Marketing. She also spoke on an AI ethics panel for the White Pine PRSA in Michigan. 3 A 30 uthors Verčič, Dejan, University of Ljubljana and Herman & partners (Slovenia) • Dejan Verčič is Professor, Head of Centre for Marketing and Public Relations at the University of Ljublja-na, and Partner in strategic consulting and communication company Herman & partners Ltd. Slovenia. He received his PhD from the London School of Economics and Political Science, UK. A Fulbright scholar, recipient of the Pathfinder Award, the highest academic honour bestowed by the Institute for Public Relations (IPR) in New York, and named a Distinguished Public Relations Scholar by the European Public Relations Education and Research Association (EUPRERA). In 1991 he was the founding director of Slovenian national news agency (STA). Organizing the annual International Public Relations Research Symposium – BledCom since 1994. Verinder, Ben, Chalkstream (UK) Vujnovic, Marina, Monmouth University (USA) • Dr. Marina Vujnovic, Ph.D., APR is Pro-fessor of Journalism and Public Relations in the Department of Communication at Mon-mouth University. Native of Croatia, Dr. Marina Vujnovic, came to United States in 2003 to pursue her graduate education in journalism and mass communication. Before coming to United States she worked as a journalist before becoming a research assistant at the Uni-versity of Zagreb. She also worked as a PR practitioner for Cyprian based PR agency Action Global Communications. She received her MA in Communication from the University of Northern Iowa, and her PhD at the University of Iowa in 2008. She is an author of Forging the Bubikopf Nation: Journalism, Gender and Modernity in Interwar Yugoslavia, co-author of Participatory Journalism: Guarding Open Gates at Online Newspapers, and co-editor of Globalizing Cultures: Theories, Paradigms, Actions, and most recently a co-author of Higher Education and Disaster Capitalism in the Age of COVID-19. Also, recent titles include Artificial Intel-ligence, Strategic Communicators and Activism, and Exploring Artificial Intelligence Implications for Journalism and Mass Communication Education, both co-authored with Luk Swiatek, Chris Galloway, and Dean Krucke-berg. Dr. Vujnovic’s research interest focuses on international communication and global flow of information, journalism studies; intersections of public relations and journalism, and explorations of the historical, politi-cal-economic, and cultural impact on media, class, gender, and ethnicity. Wahl, Ingrid, University of Vienna (Austria) • Ingrid Wahl is a senior researcher in the Corporate Communication Research Group at the Department of Communication at the University of Vienna. Among her research interests are internal communication, cooper-ation in social dilemmas, work psychology, diversity, distance learning, and teleworking. Wang, Yijing, Erasmus University Rotterdam (The Netherlands) Warbington, Abbey, University of Tennessee (USA) • Abbey Warbington is a Ph.D. student in the Tombras School of Advertising and Public Relations at the University of Tennessee, Knoxville. She received her bachelor’s in communications with a focus in public relations from Mississippi State University, and her master’s in communication from Auburn Uni-versity. Her current research focuses on interpersonal relationships, as well as multicultural and cross-cultural communication in the workplace. She is interested in crisis communica- tion on both organizational and interpersonal scopes. White, Jon, University of Reading (UK) 3 A 31 uthors Williams, Sarah, Buckinghamshire New University (UK) • Professor Sarah Williams, CMgr, MCMI, MCIPR, MCIM, PFHEA, heads the School of Business and Law at Buck-inghamshire New University, UK. Her research explores PR practitioners’ lived experienc-es, focusing on professionalism and women in the field. She co-edited “Women’s Work in Public Relations” with Elizabeth Bridgen and “Generation Z Marketing and Management in Tourism and Hospitality” with Rahimi et al.. Professor Williams has contributed chapters to multiple academic books and published in the Asia Pacific Journal of Public Relations Research and Advances in Hospitality and Tourism. Her current research examines female PR freelancers’ experiences in professional communities, continuing her scholarly focus on gender dimensions within public relations practice. Wong, Janice, Centre for Professional Communication, Singapore Institute of Technology (Singapore) • Dr Janice Wong is an Assistant Professor in the Centre for Professional Com-munication at the Singapore Institute of Technology where she teaches critical thinking and communication. A former journalist, Dr Wong brings over a decade of experience in man-aging corporate communications and employee engagement for multinational companies. Prior to joining SIT, she led global communications for the supply operations of the world’s leading agrochemical company headquartered in Switzerland. Her research interests include organisational cul-ture change, corporate communications and artificial intelligence. She received a PhD in Business from Singa-pore Management University and a Master’s in Mass Communication from Nanyang Technological University where she was awarded the Pearson Education Gold Medal for being the most outstanding graduate of the programme. Wright, Donald K., University & Boston University (USA) Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) • Prof. Shih-Chia Wu is the Deputy Program Director of the M.S.Sc. in Corporate Communication program and the Deputy Director of CSRCom & Sustainability Hub at the School of Jour-nalism and Communication, The Chinese University of Hong Kong (CUHK). Her recent research on social media usage behavior, sustainability, and CSR communication in Greater China has gained recognition from academia, industry, and the media. She also promotes the development of sustainability communication studies in universities in Hong Kong and Taiwan by organiz-ing forums, producing case studies, and serving as a USR consultant. Her book, “Style Marketing” (in Chinese), has been adopted by many educational institutions. Additionally, she is a columnist for several media platforms. Prior to CUHK, as an accredited professional with extensive industry experience and cross-cultural expertise, Prof. Shih-Chia Wu specializes in global brand management, corporate and crisis communication, and stra-tegic planning. She previously worked at Chanel, P&G, and DaimlerChrysler as a member of the executive management team and served as the corporate spokesperson. Yang, Sung-Un, Boston University (USA) Yeo, Su Lin, Singapore Management University (Singapore) • Dr Su Lin YEO is Associ-ate Professor of Communication Management (Practice) at the Lee Kong Chian School of Business in Singapore Management University (SMU). She serves on the SMU Faculty Senate Committee and is an appointed Board Trustee at the Institute of Public Relations (USA) and Director for the SMU-IPR USA Alliance (Southeast Asia). She teaches a range of full credit communication modules from undergraduate to MBA, EMBA and executive seminar programmes in the business school. Her primary research interests include Corporate Reputation, Cri-sis Communication, and Public Policy Communication. She publishes in top communication journals which include Communication Research and Public Relations Review; and sits on national boards that drive stake-3 A 32 uthors holder engagement on health communication and public policy campaigns in Singapore. Prior to pursing an academic career, Su Lin spent 12 years managing corporate communication and investor relations for several conglomerates in the banking and financial services sectors in Asia. Yue, Cen April, Boston University (USA) • Cen (April) Yue is an Assistant Professor at Boston University. Her research interests focus on internal public relations, leadership com-munication, organizational change management, and relationship management. She has published in scholarly journals such as Public Relations Review, Journalism & Mass Com-munication Quarterly, International Journal of Communication, and International Journal of Business Communication, among others. She has received over 10 top paper and research awards and recognitions from national and international communication associations and conferences. She is also a Research Editor at the Institute for Public Relations’ Organizational Communication Research Center. Zeler, Ileana, Autonomous University of Barcelona (Spain) Zheng, Nanxiao, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) 4 A 33 bstrActs An Interview with AI on Ethical Dilemmas of PR Professionals Akçay, Ebru, Başkent University (Turkey) The advancement of artificial intelligence (AI) 2023). Moreover, it is argued that AI is unable to fully replicate distinctly human capabilities such Introduction and Purpose of the Study ing of humans’ professional skills (Jeong & Park, ical debates in public relations. While some as creativity, empathy and critical thinking, im- has sparked new ontological and methodolog- scholars discuss whether AI will reduce the need plying that PR professionals cannot be displaced in the field (Biswal, 2020). for PR professionals, some believes that AI lacks emotional capacity and experience, which raise significant ethical concerns. Therefore, a critical Methodology question is raised on how AI tools can assist PR This study conducts an in-depth interview with professionals in navigating ethical dilemmas. ChatGPT 4o, exploring how AI responds to In that vein, this study aims to explore how AI ethical dilemmas of an PR professional. The re- rools can provide guidance to PR practitioners searcher posed some ethical challenging ques- when dealing with ethical dilemmas. tions to ChatGPT 4o, asking it to imagine it- self working as a PR professional. Some of the The extant literature has highlighted AI’s trans- to hide information from employees that vio- lates their rights”, “Your client asks you to craft Literature Review prompts included “Imagine your boss asks you releases, identifying media trends, scheduling sault issue, threatening to fire you if you refuse”, meetings, sending emails, generating content, “Your company claims to respect animal rights responding to social media posts, analyzing big but remains silent on an animal rights law due data for insights, evaluating PR campaigns and to fear of opposing the government?”. Follow-up developing more effective strategies. Research questions tested the AI’s ethical reasoning under conducting interviews with PR professionals personal pressure, such as financial need or the also show that practitioners recognize AI’s po- threat of unemployment. tential of saving time and enhancing efficiency. atek & Galloway, 2022). AI’s contributions to a product aimed at kids, offering you the job opportunity of a lifetime if you comply”, “Your PR include creating media lists, writing press manager requests you cover up the an sexual as- being an integral component of the field (Swi- a message exploiting children’s emotions for formative impact on PR (Ardila, 2020) and its However, professionals also acknowledge that AI raises some ethical problems. Other studies Results and Conclusions also contend that there has been an excessive During the interview, ChatGPT 4o emphasized focus on AI’s potential for routine tasks, which the importance of ethics and conscience in PR, overlook its broader implications (Galloway & suggesting that these principles are crucial for Swiatek, 2018) and AI can lead to a diminish- decision-making. The AI acknowledged that 4 A 34 bstrActs by conscience, they can also be influenced by ex- Ardila, M. M. (2020). The rise of intelligent ternal factors such as financial constraints or job while individuals’ ethical decisions are guided References security. ChatGPT 4o highlighted the unique forming the public relations industry. machines: How artificial intelligence is trans-challenges faced by PR professionals in coun- [Unpub-tries like Turkey, where unemployment, finan- lished master thesis], University of Southern cial pressures and internal company dynamics California. complicate ethical decision-making. It also not- Biswal, S. K. (2020). The space of artificial in-ed the importance of maintaining good relations telligence in public relations: the way for-with the government, as this can significantly ward. Optimization in machine learning and impact the ethical decisions PR professionals applications, 169-176. must make. The AI also addressed the potential Galloway, C. & Swiatek, L. (2018). Public rela-for PR professionals to struggle with balancing tions and artificial intelligence: It’s not (just) personal values and professional responsibili- about robots. Public relations review, 44(5), ties. Factors such as financial hardships, fear of 734-740. cision-making. fluence of artificial intelligence on public re-lations: Insights from the organization-sit-uation-public-communication (OSPC) Practical and Social Implications were identified as contributing to unethical de- Jeong, J. & Park, N. (2023). Examining the in-unemployment and pressure from management model. Asia-Pacific Journal of Convergent Re- literature that claims AI cannot make moral de- Swiatek, L. & Galloway, C. (2022). Artificial in-cisions or fully comprehend complex issues. The This study offers an alternative approach to the search Interchange, 9(7), 485-495. study demonstrates that AI can assist PR profes- portunities, questions, and concerns. In telligence and public relations: Growing op- sionals in making ethical decisions when provid- Routledge Companion to Public Relations (pp. ed with accurate and realistic prompts written 352-362). Routledge. The by ethically-conscious professionals. Therefore, AI can provide valuable guidance as long as it is used in conjunction with human conscience. Keywords Since this study was conducted exclusively using public relations, artificial intelligence, ethics, ethi-ChatGPT 4o, further research is warranted to cal dilemmas, conscience explore how other AI tools would respond and guide to other ethically challenging situations that PR professional may face. 4 A 35 bstrActs Between convenience and professional myopia. Adoption of AI tools by would-be public relations specialists Barlik, Jacek, University of Warsaw (Poland) Introduction and purpose of the study Literature review Recent studies show that the number of PR pro- The literature on the relationship between PR and fessionals using generative AI at work has grown AI has grown fast since 2023. As summarized in nearly three times from March 2023 to Jan 2025 a study on AI use among PR professionals, new – from 28% to 75% (Muck Rack, 2025). Glob- research on AI and PR explored the adoption of al and local PR agencies, independent practi- AI tools in PR practice, competencies and skills tioners, and communication units of corpo- required to effectively and ethically apply AI in rations and NGOs have already introduced AI PR, potential barriers and downsides of AI in PR tools in their business practices, and some even (including dis- and misinformation, deepfakes, appointed AI experts to launch innovative solu- and other forms of misuse of AI), and future – tions and address organizational, cultural, and mostly perceived as positive – role of AI in PR ethical challenges (USC, 2024). (Kaclova, 2024). PR professionals use AI tools mostly for brain- PR scholars analyzed the role of AI tools in ed- storming, writing and editing materials and me- ucation and stressed the importance of ethical dia releases, research, preparing social media conduct and avoiding cheating, plagiarism, and posts, and crafting pitches. Despite the majority academic dishonesty, which is possible when of PR experts declaring that AI both speeds their universities encourage students to use AI re- work and boosts its quality, their principal con- sponsibly and establish clear guidelines for them. cern is that younger PR specialists don’t learn Universities should openly discuss these issues the basics of the profession and become too de- on a day-to-day basis to ensure that all emerging pendent on AI tools (Muck Rack, 2025). problems are addressed (Lim, 2024). Other re- searchers wrote that the decision to incorporate Such reliance on technology may affect the pros- generative AI and the rules of its ethical appli- pects for the PR industry, as many tasks are like- cation in PR writing classes paid off, as students ly to be performed by algorithms that will be felt empowered, treated seriously, and well-pre- able to replace humans. This notion is particu- pared to enter the PR workforce (Ryan, 2024). larly relevant to Gen Z, who eagerly embraced However, PR scholars know that their students such inventions as AI tools and LLM models and and the PR industry have mostly surpassed their used them extensively in their professional lives. instructors in practical skills in using generative 4 A 36 bstrActs (including PR students) tend to disdain the con- Kaclová, M. (2024). Exploring the Land- sequences of the application of AI tools for the AI. On the other hand, would-be PR specialists References future of their vocations and the labor market. Central and Eastern European PR Profes- scape: Generative AI Adoption Among sionals, International Journal of Strategic Research questions Communication, Ahead-of-print, 1-16, DOI: It might be worthwhile to investigate would-be 10.1080/1553118X.2024.2436542. PR practitioners’ opinions on the discrepancy Lim, Y. J. (2024). Revolutionizing Campus Com- between the convenience of AI technology for munications: The Power of ChatGPT in Public its current users and its long-run impact on the Relations, Journal of Public Relations Educa-PR industry. Hence, the research questions are: tion, Vol. 9, No. 3, 91-129. training and onboarding programs) for students, 2025. https://muckrack.com/blog/2025/01/16/ state-of-ai-in-pr-2025 interns, and young PR professionals? RQ2 its use in PR covered in the PR curricula (or in Muck Rack (2025). State of AI in PR in January RQ1 – How – if at all – was AI technology and – Have PR students, interns, and young Ryan, S. (2024). Generative AI in the Classroom: professionals been given ethical and profession- Teaching a Critical Skill for the Public Rela- al guidelines on the transparent and effective use tions Writing Student, Journal of Public Rela- RQ3 – Were PR students and young practi- USC Annenberg Center for Public Relations tioners taught or instructed how to stay ahead of AI tools in PR during their studies or training? tions Education, Vol. 10, No. 2, 25-45. of AI technology and become indispensable in Los Angeles, California, November 2024. (2024). AI Activated. 2025 Relevance Report, their PR jobs? https://annenberg.usc.edu/research/cen- ter-public-relations/relevance-report Methodology The research will include online surveys among Keywords young professionals and PR students. Respon- dents will be recruited via professional organi- AI tools, PR ethics, PR future, professionalism, PR zations, PR networks, and universities that run education full-time PR sequences. Likert-type scales will measure their opinions to find a general mood about AI in PR among aspiring PR people. Results and conclusions The research will show young practitioners and PR students’ preparedness to cope with AI’s growing role in PR, make better use of AI tools, handle ethical considerations, and limit poten- tial dependency on AI in their future jobs. 4 A 37 bstrActs Deploying Artificial Intelligence and Dynamic Visual Artefacts (Avatars) in employee communication: Exploring perceptions and attitudes among corporate communicators Batziou, Athanasia, Imperial College London (UK) Read, Kevin, University of Greenwich (UK) Naylor-Leyland, Victoria, Ada and Alan (UK) Milbourn, Sophie, Thread and Bloom (UK) Introduction and purpose of the study on frequency, bi-directional flow, timeliness, While there is an emerging body of research and accuracy, (Arif et al., 2023) and symmetry (Kang & Sung, 2017). It plays a crucial role in on the use of generative Artificial Intelligence fostering a sense of community, enhancing em- in public relations, an area that remains unex- ployee engagement and motivation, contribut- plored is that of the perceptions and attitudes ing to an increased willingness to advocate for toward AI generated visual representations used the organisation and providing a positive effect to communicate organisational messaging. on an organisation’s brand. This paper aims to address this gap, by looking Considering that relationship building and at the growing level of interest in using AI to management are central elements in employee generate visual communications, with a special communication, the use of avatars seems to dis- focus on ‘human expressive’ avatars. Specifical- rupt these processes by eliminating the ‘human ly, we aim to shed light on the potential impli- touch’ with a synthetic yet realistic alternative. cations, challenges and opportunities that can Questions remain about how effective personal arise through the development and integration and physical attributes can be projected onto av- of avatars in employee communication. atars (Kasahara & Sakata, 2025). However, the Literature review grounds of efficiency, timeliness, low cost and use of avatars is being widely weighed-up on Internal communication is a vital tool in a the potential for multi-lingual communications. practitioner’s armoury for enhancing employ- Balanced against this are ethical concerns and ee understanding of organisational goals and issues around the acceptance of artefact identi- informing them on what is needed to support ties and unrealistic non-verbal communication organisational performance. It is, therefore, cru- (Nuswantoro & Richter, 2024). cial for an organisation’s survival and success. Meaningful employee communication is based 4 A 38 bstrActs To obtain a sense of how communications prac- standing of the practical implications and recep- tion of AI in employee communication, contrib- Methodology needs. Moreover, we seek to deepen our under- ployment of avatars in their employee commu- on the intersection of AI and strategic organisa- tional communication. We anticipate part 3 to nications, we chose a three-stage, qualitative, provide informed research on the willingness of grounded theory approach. Firstly, in 2024, we organisations, view the potential use and de- uting valuable insights to the evolving discourse titioners, working for national and international undertook in-depth interviews (lasting 30-60 employees to receive, act and pass on communi- cations from avatars. Although our sample is not minutes) with 8 senior practitioners working in large and not representative of the whole indus- the UK, Europe, Asia and the US, to explore their try, our results can be used to inform practice as attitudes toward AI, avatars, ethical and practi- well as research. cal concerns. All interviewees either oversaw or had direct responsibility for employee com- Practical and social implications munications. Transcripts were coded and spe- cific categories were used to develop a working The results can inform best practice and provide framework to assess attitudes and perceptions to organisations with knowledge on how they can workplace communication. Secondly, to test and best use Avatars to cover communication needs refine the framework, we will be running two and serve strategic goals while being cognisant focus groups that will comprise internal com- of ethical concerns and risks associated with munications specialists with a specific interest in utilising digital artefacts. The wider implications using avatars as part of their employee commu- for society are related to the introduction and nications suite. Scheduled for Spring 2025, the integration of AI and Avatars in society and in- groups will also explore the attitudes concerning form efforts to identify best use in other areas of the use of avatars and consider how they could everyday life, besides the professional realm. be used to replace current ways of fulfilling many core functions of employee communica- Keywords tion. Part 3 of the project will involve engaging with employees to investigate their responses to avatars, artificial intelligence, employee commu- the implementation of new AI tools in employee nication, attitudes, perceptions. communication. Results and conclusions The first stage of the research, now complete, revealed certain themes from the perspective of employee communication professionals. Con- sequently, in our working model we focus on i) AI/Avatar concerns/fears, ii) Gaps/unmet needs, iii) Opportunities iv) Ethical understanding v) Practicalities vi) Appetite for use vii) Sustain- ability. We expect the planned focus groups to provide a deeper understanding of the challeng- es as well as consider the ease, or otherwise, of delivering visual artefact solutions that address everyday as well as strategic communications 4 A 39 bstrActs A South African Perspective on the Integration of AI in Corporate Communication Curriculum: Bridging the Gap between Academic Training and Professional Practice Bezuidenhout, Louise, North-West University (South Africa) Fourie, Lynnette, North-West University (South Africa) AI is driving transformative changes across so- nication function but also educate them to be change agents on the overall ethical and trans- Introduction and literature review practical application of AI within the commu- job markets and complex ethical challenges. As & Johann, 2024, Buhmann & Gregory, 2023). However, the curriculum must be customized AI extends beyond technological boundaries, to reflect the profession’s needs, diverse student educational systems must adapt rapidly to equip of education to prepare individuals for evolving parent use of AI within the organization (Kelm ciety, necessitating a fundamental reimagining learners with the critical skills, ethical frame- populations, and various regions’ specific socio- economic and technological landscapes (Dama- works, and technological literacy required to sevicius, 2024). This makes the inclusion of AI in thrive in this dynamic landscape (Baptista & Be- the CC curriculum in South Africa, a developing lim, 2024; Jang et al., 2023). country, even more challenging because of the This is also true for corporate communication diversity of SA students and the technological (CC) education, where AI is transforming the and AI divide between students. profession’s scope, thereby challenging estab- lished communication practices (Kelm & Jo- hann, 2024). Previous research found that the Purpose of the study rapid transformation of the profession had Various studies have been done about the tech- various negative effects on current CC profes- nical use of AI within the communication func- sionals, such as AI anxiety, scepticism, and hes- tion, ethical considerations regarding the use of itancy toward embracing AI tools. These effects AI, and the role of the communication profes- were caused by the professionals’ limited under- sional in the adoption and use of AI within the standing of AI’s capabilities, limitations, and re- larger organization. However, there is a gap in sponsibilities regarding its use. To combat these the literature on how corporate communication negative effects, AI literacy is fundamental for curricula should be transformed to reflect these successfully deploying AI in organizations. It is changes in the profession and empower future argued that such education should not only train communication professionals to successfully ad- communication professionals in the ethical and dress AI’s strategic, operative, and ethical chal- 4 A 40 bstrActs rican context. Exploring the perspectives of South African To fill this gap, this study proposes the following lenges, reflecting the diversity of the South Af- Practical and social implications RQ1 – How do South African CC professionals practical and social implications. The insights perceive the inclusion of AI in CC curricula? gained can guide academics in designing cur- RQ2 – What guidelines do South African CC ricula that align with industry needs, ensuring questions: corporating AI into curricula holds significant corporate communication professionals on in- professionals propose for incorporating AI in graduates are not only technologically proficient CC curricula? but also culturally aware and ethically equipped to navigate the complex global landscape of Methodology AI. This study aims to foster a new generation This study will adopt a qualitative research ap- of communication professionals capable of le- proach to explore South African CC profession- veraging AI responsibly and inclusively within als’ perspectives on integrating AI into corporate diverse social and cultural contexts by bridging communication curricula. Fifteen semi-struc- the gap between academic training and profes- tured interviews will be conducted with practi- sional practice. tioners from diverse contexts, including the cor- porate and non-profit sectors, higher education Keywords institutions, and communication consultancies. AI, corporate communication professionals, cor- Purposive sampling will ensure the inclusion of porate communication curricula, South Africa participants with varying levels of experience in communication and degrees of AI adoption in their practices. The findings aim to provide valu- able insights into how AI can be meaningfully incorporated into curricula and offer practical guidelines on the content and methods for its integration. 4 A 41 bstrActs Artificial intelligence and student fear, resistance and creativity in the classroom. The public relations teaching perspective Bridgen, Liz, Buckinghamshire New University (UK) Williams, Sarah, Buckinghamshire New University (UK) Introduction and purpose of study using it in their future public relations careers. This paper uses a reflective case study approach These students may work in roles where they may be dealing with, e.g., the implications of to explore the use of AI for teaching and learn- poor use of AI use, issues of data security, issues ing among students studying a module (course) surrounding malicious use of AI which affects designed for first year public relations and jour- client reputation - as well as for practice-based nalism students at a UK university. The module tasks (Gregory, 2023). taught students the competencies involved in re- searching, planning, and implementing a digital communications campaign through their expe- Methodology rience of working with a client in an agency-type This paper uses a reflective case study approach environment. This is an established module but to explore the key issues revealed by this mod- for the 2023/4 academic year students were per- ule’s use of AI for teaching and learning using a mitted to use generative AI tools both in the mixed methodology of contemporaneous notes, classroom and for their assessed work. anonymised students records, and lecturer re- flections. It relates the themes to recent writing Literature review on AI from across the educational spectrum. The use of artificial intelligence (AI) in the class- room is a rapidly-developing pedagogical area. Practical and social implications While fears about AI being used for poor aca- The paper reveals some complex and interlock- demic practice (e.g. Oravec, 2023) are often jus- ing themes which will provide valuable learn- tified, there is growing acknowledgement that ing for public relations educators. For instance, students need opportunities to experiment with, there was student resistance to using AI tech- use, and learn about AI in the classroom (e.g. nology in the classroom. Some students wanted Yang, A, 2024, Ho, 2021, Yang, J., 2023). their own work to be recognised and didn’t want any AI assistance. Some were happy to use AI According to Yang (2024) it not appropriate to to develop logos and graphics but didn’t want to tell students they cannot use generative AI for use it for written work. their practice-based work when they will be 4 A 42 bstrActs Some students used AI to create graphics - not Habib, S. (2024). Beyond the AI hype: Real ef- part of the assessed course content. Lecturers fects on student creativity explored in new re- reflected that perhaps students were happier us- search. PsyPost. Retrieved from: https://www. ing AI in an area where they were not meant to psypost.org/beyond-the-ai-hype-real-effects- be expert; their resistance was linked to compe- on-student-creativity-explored-in-new-re- relations writing). This area is a relatively unex- Ho, C. H. (2021). A preliminary study of artifi- plored in academic literature but Habib’s (2024) tencies where they should excel (such as public search/ research suggests that students saw AI as the of public relations course. In cial intelligence deep learning amid teaching ‘easy way out’ - they wanted to think on their 2021 2nd Inter- own. Jussupow et al (2022) has also written in national Conference on Education, Knowledge this area, noting considerable resistance to AI and Information Management (ICEKIM) (pp. 539-542). IEEE. among established physicians, who did not want their knowledge or authority challenged. Mean- Jussupow, E., Spohrer, K., & Heinzl, A. (2022). while, student physicians took a more nuanced Identity threats as a reason for resistance to ar- approach. tificial intelligence: survey study with medical students and professionals. JMIR Formative There was concern among some students about Research, 6(3), e28750. how the data and information they inputted into Oravec, J. A. (2023). Artificial intelligence impli- generative AI programmes would be used. How- cations for academic cheating: Expanding the ever, some were not concerned, since much of dimensions of responsible human-AI collab- their personal information was already known oration with ChatGPT. Journal of Interactive by social media companies. Some students ac- Learning Research, 34(2), 213-237 about its use. Gregory (2023) writes: “The re- titioners for the AI Era: Advancing Pedagogical Principles in Public Relations’ Artificial Intelli- luctance to adopt AI tools appears most likely gence Education. Journalism & Mass Commu- because of fear that technology could replace and were reluctant to even engage in discussions Yang, A. (2024). Preparing Public Relations’ Prac- tively rejected the use of AI in the classroom jobs and lack of confidence in using tools like nication Educator, 10776958241277682. ChatGPT which are error prone” (online). Bruce Yang, J. (2023). Preparing for the New Era of Ar- Smith (2024) adds that “concerns about trans- tificial Intelligence: My Experience of Teaching parency and the potential for Gen AI to replace “Artificial Intelligence in Advertising”. Journal human roles linger” (online). of Advertising Education, 27(2), 101-116. References Keywords Bruce Smith, A. (2024). LinkedIn post (no ti- Artificial intelligence; public relations; education; tle). Available online: https://www.linkedin. pedagogy com/posts/andrewbrucesmith_cheatgpt- generative-text-ai-use-in-uk-pr-activity- 7260591234862170114-ecuL Gregory, A (2023) Humans Not Needed, Char- tered Institute of Public Relations 4 A 43 bstrActs Race, diversity, and social mobility in the public relations industry Bridgen, Liz, Buckinghamshire New University (UK) Zeler, Ileana, Autonomous University of Barcelona (Spain) Introduction and purpose of study 2013; Vardeman-Winter and Place, 2013). It is This paper explains and develops theory and this work that has increased awareness in the public relations industry about the marginalised research on race, diversity, and social mobility position of practitioners from Black, Asian and through the lens of the lived experience of prac- ethnic minority backgrounds and the disadvan- titioners from diverse backgrounds in the Brit- tages they face in the workplace (e.g. Edwards & ish public relations industry. Its aim is to provide Aulakh, 2024), especially when diverse positions a snapshot of the working lives of such practi- are intersected with other characteristics such as tioners in modern Britain. disability, gender, age, accent, and geographical Analysis of interviews demonstrates why more location. radical action is needed to create an equitable workplace. The interviews illuminate areas such Methodology as critical race theory, social mobility, workplace The practitioners were recruited through the bias, social class, and accent - and highlights researchers’ networks and extended connec- where issues of discrimination and bias persist. tions, as well as through collaboration with the It also shines a light on schemes designed to im- administrators and managers of industry train- prove social mobility and diversity in public re- ing programmes designed to increase diversity lations and discusses their merits in the light of in the industry. This approach aimed to capture practitioner experiences. a broad representation of the diverse nature of British public relations professionals. Around 20 In an era where diversity initiatives are under the interviewees were recruited and interviews car- spotlight it demonstrates why an understanding ried out via Teams and Zoom in 2023/2024. and discussion of issues relating to diversity are vital if industries are to be relevant and flourish. The interviews were recorded and transcribed with the transcription accompanied by observa- Literature Review tion notes. Data analysis was carried out using While the intersection of race, class and place Atlas.ti version 24.1.1 software. and its link to social mobility and oppression is the object of social scientific research (e.g., An- thias, 2013; Bilge & Denis, 2010), there has been Results and conclusions less academic work in this area focusing specif- This paper explores uses interviews to explore ically on public relations, although there are no- the lived experiences of practitioners from di- table exceptions (e.g., Edwards, 2014; Pompper, verse backgrounds in the UK public relations 4 A 44 bstrActs Whether leadership and social mobility pro- Anthias, F. (2013). Hierarchies of social lo- grammes help to increase awareness of diversity industry. the interviews. Themes include: References issues and allow practitioners to progress their wards a translocational frame. cation, class and intersectionality: To-career or whether they reproduce a white, mid- Internation- dle class worldview al Sociology, 28(1), 121-138. https://doi. org/10.1177/0268580912463155 The benefits of a diverse public relations work- force and problem of ‘racial capitalism’ Bilge, S. & Denis, A. (2010). Introduction: Wom- How factors such as race, class and geographical en, intersectionality and diasporas. Journal of location intersect. Intercultural Studies, 31(1), 1–8. https://doi. Discrimination and British regional accents org/10.1080/07256860903487653 How and where Black, Asian and ethnic minori- Edwards, L. (2013). Institutional racism in cul- ty practitioners view discrimination in the pub- tural production: The case of public relations. lic relations industry. Popular Communication, 11(3), 242-256. https://doi.org/10.1080/15405702.2013.81008 Practical and social implications 4 This paper presents a dynamic interrogation Edwards, L. (2014a). Power, diversity and public tioners. It also allows the application of theory Edwards, L., & Aulakh, S. (2024). Public rela- to real-world situations, thus showing the value of complex topics through the voices of practi- relations. Routledge on race, diversity and social mobility by ex- Public Relations Inquiry, 13(1), 93-112. https:// ploring these factors through the lived experi-doi.org/10.1177/2046147X231210277 ences of public relations practitioners in a way Pompper, D. (2013). Diversity in the Public Re-that throws light on the discrimination faced lations Industry: How practitioners are pushing of academic research and adds to the literature client, the ‘fit’ and the disposability of diversity. tions recruitment as boundary-making: The by practitioners. This research will allow practi- tioners, academics and students to explore their back to make change. Routledge. own practice and have conversations with others Vardeman-Winter, J., & Place, K. (2017) Still about this subject. a lily-white field of women: The state of workforce diversity in public relations prac- tice and research. Public Relations Review, 2(43), 326-336. https://doi.org/10.1016/j. pubrev.2017.01.004 Keywords race, diversity, social mobility, public relations 4 A 45 bstrActs How is Artificial Intelligence Shaping Crisis Communication? A Systematic Review of Interdisciplinary Research Cheng, Yang (Alice), NC State University (USA) Introduction and Purpose of the Study such as theoretical approach, AI definitions, As the complexity of contemporary crises in- crisis types, and geographic scope. This com- prehensive analysis allows for a detailed un- creases, the need for innovative communication derstanding of the current state of AI research strategies has become more critical. Artificial in crisis communication and the key themes Intelligence (AI) has emerged as a transforma- emerging in the field. tive tool in crisis communication. This study provides an updated overview of AI’s role in cri- sis communication by systematically reviewing Results and Conclusions existing interdisciplinary research to highlight The findings highlight several key trends, in- trends, gaps, and opportunities for further ex- cluding the growing focus on AI in crisis com- ploration. munication post-2019 and the predominance of content analysis and systematic review meth- Literature Review odologies in the literature. However, there is a A systematic review of 212 articles from both notable gap in empirical studies that assess the communication and non-communication jour- real-world effectiveness of AI tools. Despite the nals (SSCI-indexed) was conducted to identify widespread focus on functions such as senti- key trends in AI’s application to crisis commu- ment analysis and chatbots, the literature often nication. The review categorizes studies based lacks integrated models for AI-mediated crisis on theoretical frameworks, research methodol- communication. The review concludes by advo- ogies, AI definitions, and the types and locations cating for the development of cohesive frame- of crises addressed. Since 2019, there has been a works that integrate AI into established crisis noticeable increase in AI’s role in crisis commu- communication theories, addressing the need nication, driven by interdisciplinary interest and for interdisciplinary research approaches. the global COVID-19 pandemic. While many analysis and chatbots, there remains a lack of co- This study calls for expanding theoretical and hesive theoretical frameworks. studies focus on AI applications like sentiment Practical and Social Implications methodological approaches to studying AI in Methodology tween theory and practice, future research can crisis communication. By bridging the gap be- The study utilized a systematic review method- better address ethical concerns such as priva- ology, coding articles based on various factors cy, bias, and transparency. In turn, these efforts 4 A 46 bstrActs will help refine the use of AI in managing crises more effectively across diverse contexts. Keywords artificial Intelligence, crisis communication, chat- bots, machine learning, emergency management, content analysis, interdisciplinary research 4 A 47 bstrActs Trust, authenticity and artificial intelligence. AIcreated content and its consequences for building symmetrical relationships with audience members Chmiel, Michal, Royal Holloway, University of London (UK) Recent data from the US and UK shows that AI in their work, practitioners do not seem to copywriting and editing remain the most im- be concerned about the impact of AI-generated portant activities for PR professionals and are content on trust and authenticity of the relation- performed on a daily basis, regardless of their ships with organisations their represent. Trust level of seniority. Nearly 70% of practitioners are seems to be important not only from a practi- open to using AI to perform these tasks. There is cal point of view. Although PR scholars have also evidence that PR releases are often used by previously recognised the role of trust and au- journalists to create promotional communica- thenticity in relationship building (Ledingham tions without any changes (Macnamara, 2014). & Bruning, 1998), the mechanism of forming In this regard, new legislation now requires that trust, defined as “one party’s level of confidence social media content be labelled as being created in and willingness to open oneself to the other using AI. Although from a legal perspective, AI party”(Hon & Grunig, 1999), has not been suf- cannot be considered the author and attribution ficiently tackled (Valentini, 2020). Following of AI-generated text is not possible (Lee, 2023), this definition, investigating and evaluating how audiences are said to apply specifically human AI-generated content can affect the trust of au- rules and behavioural expectations to interac- diences (RQ1) can be seen as a manifestation of tions mediated by computers, even though they building symmetrical relationships. In line with are consciously aware that they are not inter- the above rationale, the present study examines acting with other people (Hancock et al., 2023). the confidence-related antecedents of trust: in- This phenomenon is called ethopoeia (Nass & formativeness, credibility and authenticity. Moon, 2000). The present study used an experimental facto- To date, the implications for building ethopoe- rial design (2x2) and 177 participants were re- ic relationships between PR communicators cruited via an online study management system. and audiences mediated by AI content have not Demographic data were collected, including in- been sufficiently explored in PR scholarship. formation on social media use. Participants were This neglect is particularly evident among prac- randomly assigned to one of four conditions (2 titioners: when asked about the dangers of using brand familiar/unfamiliar vs 2 human generat- 4 A 48 bstrActs ed/AI generated). In the familiar condition, an This study confirmed authenticity and credibil- original press release from a well-known sports ity as two important antecedents of trust. Etho- brand about the launch of a new shoe was used, peic expectations of a “person behind the ma- and a similar press release with the same details chine” manifested themselves more strongly for was created using Chat GPT. In the unfamil- familiar brands, so that the familiarity effect of iar condition, the same two press releases were a brand helps to personify a person behind the used, but the name of the brand was removed, machine. The results suggest that PR commu- and a fictitious one was provided. In each condi- nicators need to ensure that communication is tion, participants were told that they were about characterised by a high degree of informative- to view a social media post and were informed ness when they are named as authors. Separate- whether the information was created by a hu- ly, human communicators should be used as au- man content creator or by artificial intelligence. thors to establish the credibility of PR content Dependent measures included ratings of the about familiar brands. In addition, this study post’s informativeness, credibility, trustworthi- indirectly suggests a healthy level of scepticism ness, and purchase intention of the brand. towards AI-generated content but advises cau- tion when using AI content to communicate The results revealed a regression model that con- with audiences. firmed authenticity and credibility as two high- ly significant antecedents of trust (r2 = 28, p < adj Keywords = .042, r gence, Relationships 2 = 0.24): in the human-generated con-adj tent condition, familiar brands were considered effect of credibility on trust ( .001). ANOVA also revealed a fully interactive Trust, Authenticity, Credibility, Artificial Intelli- F (3,147) = 4.92, p more credible than unfamiliar brands. A completely opposite effect occurred when comparing posts created by artificial intelli- gence. AI-created posts of the unfamiliar brand were considered more credible than AI-created posts of the familiar brand. There was a moder- ating effect of the relationship between AI-gen- erated content and authenticity (Int = .-53, SE = 16, t = -3.39, p = .0009). Human-generated con- tent was only perceived as authentic when it was rated as highly informative. While there was no difference in perceived authenticity between hu- man- and AI-generated communication at low and moderate levels of perceived informative- ness, human-generated press releases were per- ceived as highly authentic at high levels of per- ceived informativeness. In addition, authenticity (moderated by informativeness) and trustwor- thiness emerged as strong predictors of purchase intention (F(2,142) = 38.05, p < .001, r2 = 34). adj 4 A 49 bstrActs Preparing internal communication practitioners for the changing AI corporate environment in South Africa Degenaar, Anette, North-West University (South Africa) Sutton, Lucinda B, North-West University (South Africa) Introduction and purpose of the study transparency, trust, and organisational culture. information dissemination, and employee en- Africa (Sutton, 2023). Recently, the Commis- sion on Public Relations Education reported gagement within organisations, has also been on the requirements for public relations pro- impacted by the advent of AI technologies. From fessionals to enter the workplace in the United automated messaging systems and chatbots to States of America (CPRE, 2024) – not relevant data analytics tools that optimize communica- to the South African context. It is argued that the tion strategies, AI is reshaping the approaches South African culture is different from others used by internal communication practitioners. found globally and has never been completely As AI becomes increasingly integrated into understood by Western scholars, probably due communication strategies, it is important to ex- significantly transformed how businesses oper- internal communication practitioners for the future (with AI), little research has been done ate and communicate. Internal communication, in the field of internal communication in South a critical function that facilitates collaboration, ficial Intelligence (AI) into various sectors have Despite the practical importance of preparing The rapid development and integration of Arti- amine how these AI technologies influence the management and public relations available in to the limited information on communication roles, practices, and skillsets of internal commu- the country or Africa (Nutsugah & Anani-Boss- nication practitioners. man, 2023; Steyn, 2005). Given South Africa’s context-specific challenges (including bridging Higher education institutions play a critical role divides among internal stakeholders of differ- and have the responsibility to equip graduates ent cultures and 12 different official languages, with the skills and knowledge necessary to adapt managing the legacy of its history on racial dy- to the transforming internal environment with namics and social disparities internally, the dig- continuous technological changes. Further- ital divide, and navigating a complex economic more, institutions of higher education should and political workplace environment), internal educate students not only on how AI works but communication practitioners in this develop- also on its ethical implications. This will em- ing-world corporate context may be reluctant to power internal communication practitioners to adopt international solutions. make responsible decisions when implementing AI-driven strategies within organisations, en- suring that AI enhances rather than undermines 4 A 50 bstrActs This study explores the perceptions of commu- paring internal communication practitioners nication management and public relations lec- for the future. It is expected that academics in turers at higher education institutions in South communication management and public rela- Africa, teaching components of internal com- tions reflect on their teaching to ensure that fu- munication to prepare future internal commu- ture internal communication practitioners are nication practitioners for the changing AI cor- equipped with the knowledge, skills, and ethical porate environment in a unique and challenging frameworks necessary for a continuously chang- country. ing AI corporate environment, specifically in a volatile South African landscape with many Literature review unique challenges. It is also expected that the The study is conducted from a systems and re- internal communication practitioners face as AI opportunities and challenges that educators of flective approach and will use a multi-dimen- tools evolve will be emphasised in the findings. sional theoretical framework to accommodate the following theories will be incorporated into the complex research context. Elements from Practical and social implications the theoretical framework: strategic commu- The study fills the gap in the academic milieu, as nication management theory, stakeholder re- it is probably the only study that explores the ac- lationship management theory, technological ademic view, responsibility and readiness of pre- acceptance model, uses and gratification theory, paring internal communication practitioners for and sustainability theory. the changing AI corporate environment in the South African context – a unique setting with its Methodology own challenges. A qualitative research approach is followed by Furthermore, lessons learned from this study conducting in-depth semi-structured interviews could guide and contribute to the curriculum with academics from various higher education development in the fields of public relations and institutions in South Africa, selected through corporate communication for South African purposive known-group sampling (Du Plooy, higher education institutions, educating future 2009). The selected participants are lecturers of internal communication practitioners. Future communication management and public rela- studies could build on this study and combine tions modules which integrate components of global information on AI-related education for the internal communication discipline into the the internal communication discipline in an ev- curricula. Their inclusion is appropriate for this er-changing environment. study, as the participants’ academic views on the topic are of value. Data saturation is used to de- termine the number of interviewees; until the information is found to repeat itself and satu- ration is reached, as described in the qualitative research tradition. Data collection is scheduled for February to March 2025. Results and conclusions The expectation is to uncover higher education in South Africa’s readiness to play a role in pre- 4 A 51 bstrActs References Commission on Public Relations Education (CPRE). (2024). Navigating Change: Recom- mendations for Advancing Undergraduate PR Education. https://www.commissionpred. org/navigating-change-report/?fbclid=Iw- ZXh0bgNhZW0CMTEAAR2wh31ZTd0Y- Qwm8q_--EnKnBs7cVf1pTiLN7hyaZ93xk- wQWLa1qD0WK6zE_aem_AaBZFKmx- DldIPyDjSrDSHcSnrGUXJGcDeOfQEC13k- 3FjTx25InkBsCCN9uJtoWeqzflDrWBt- T5vYoIwsYjDh-V4j Du Plooy, G.M. (2009). Communication re- search: Techniques, methods and applications. 2nd ed. Cape Town: Juta. Nutsugah, N. & Anani-Bossman, A. (2023). Development of public relations research in Ghana: A systematic review. Public Relations Review, 49(4), 102348. Steyn, B. (2005). Africa, practice of public rela- tions. In R.L. Heath (Ed.), Encyclopedia of pub- lic relations (pp. 15-17). Thousand Oaks, CA: Sage. Sutton, L.B. (2023). A review of internal com- munication research in South Africa. Commu- nicare, 42(2), 64-80. Keywords Internal communication; Internal communica- tion practitioners; Higher education; Artificial Intelligence 4 A 52 bstrActs Developing a Digital Communication Management Framework for South African Sport Organizations Degenaar, Koos, North-West University (South Africa) Holtzhausen, Lida, North-West University (South Africa) Introduction and Purpose of the Study Furthermore, stakeholder-centric communica- Digital marketing strategies within sport organ- tion is emphasized as a cornerstone of success- ful sport organisations’ digital marketing, con- isations have increasingly embraced sustain- tributing significantly to community building ability and ethical practices due to heightened and loyalty by offering exceptional value that awareness among stakeholders. The purpose surpasses the expectations of the sport stake- of this study is to investigate sustainability and holder (Fischer, 2019). According to Chees- ethical engagement as essential components in man (2023), integrating sustainability initiatives enhancing not only digital marketing but com- within digital marketing strategies has become munication management practices and stake- increasingly essential in sport organisations due holder relationships within sport organisations to growing environmental concerns. Parent and in South Africa in a digital space. This research Hoye (2018) argue that ethical and sustainable is an element of the PhD study conducted by communication practices strengthen relation- Degenaar (2024), which forms part of a larger, ships across interconnected sport sectors (gov- comprehensive framework specifically devel- ernment, non-profit, and corporate), enhancing oped for enhancing digital marketing strategies overall organisational performance and stake- in sport organisations across South Africa. This holder engagement. research acknowledges that marketing is a crit- ical element within the broader sphere of com- munication, particularly in enhancing organisa- Methodology tional relationships with stakeholders. This study adopted a multi-method research de- Literature Review qualitative and quantitative methods. The study sign employed by Degenaar (2024), combining Existing literature highlights sustainability and consisted of: ethical communication as critical for building Semi-structured interviews with nine sport trust, credibility, and long-term relationships marketing specialists from different organiza- with stakeholders (Melton & MacCharles, 2021). tions to explore their digital marketing practices. Ethical practices in communication include Content analysis of digital functionalities, ex-transparency, authenticity, and accountability, amining websites and social media platforms essential in responding effectively to stakeholder (Facebook and Instagram) to identify best prac- expectations regarding environmental and so- tices. cial responsibility (Evans et al., 2022). An electronic survey administered to sport 4 A 53 bstrActs stakeholders (fans and participants) to assess digital marketing, further emphasizing the in- perceptions of digital communication manage- tegral role of sustainability within the broader ment strategies . context of communication. For this paper, the focus specifically centres on sustainability and ethical engagement (Stage 5 of Limitations and future research the framework). The study’s focus on South African sport or- ganisations and a limited sample may constrain Results generalisability. Future research could expand to The results indicate that sport organisations, other regions or levels of sport and explore how which successfully implement sustainability and technologies like AI can further support ethical, ethical engagement practices into their digital transparent communication. Long-term studies marketing within the context of communication could also examine sustained impacts over time. management and a digital global arena, experi- ence heightened stakeholder trust and loyalty. Practical and Social Implications Stakeholders expressed strong support for sport This study provides actionable insights for mar- organisations that transparently communicated keting professionals within sport organisations their sustainability initiatives, demonstrating to effectively implement sustainable and ethical genuine commitment and ethical responsibility. marketing practices. Socially, the adoption of Additionally, stakeholders valued the visibility these practices promotes environmental respon- and accessibility of sustainability-related infor- sibility, ethical conduct, and enhanced com- mation on digital platforms, reinforcing positive munity engagement, contributing positively to brand perceptions about the sport organisation’s broader societal objectives. While this study did commitment to environmental and social re- not examine the role of AI-driven digital tools, sponsibility due to their transparent communi- the findings suggest that future research should cation of sustainability issues. The findings also explore how these technologies can support sus- highlighted specific practices such as regular tainability and ethical engagement by enhancing sustainability reporting, community-driven ini- transparency, personalising stakeholder com- tiatives, and consistent ethical messaging as in- munication, and ensuring responsible, account- fluential factors in stakeholder satisfaction and able digital interactions. engagement. Reference list Conclusions Cheesman, J. (2023). Stakeholder engagement Organisations integrating sustainable and eth- and sustainability in sport management. Jour- ical engagement into their marketing strate- nal of Sport Management. gies reported greater stakeholder satisfaction Degenaar, H. J. (2024). A digital marketing and strengthened organisational reputation. framework for sport organisations in South The findings underscore the importance of au- Africa [Doctoral dissertation, North-West the long-term success and credibility of sport Evans, D., Fischer, H., & Melton, E. (2022). Eth- organisations. In the era of digital marketing ical communication strategies in sports. Sport thentic and transparent content as critical to University]. sustainability has become increasingly relevant Ethics Journal, 15(3), 245–260. as stakeholders prefer brands that demonstrate responsibility and ethical considerations in their 4 A 54 bstrActs Fischer, H. (2019). Community engagement through sustainable communication in sport. Sport Communication Review, 11(1), 10–18. Melton, E., & MacCharles, J. (2021). Transpar- ency and accountability in sport communica- tion. International Journal of Sport Communi- cation, 14(4), 240–255. Parent, M., & Hoye, R. (2018). Governance and policy in sport organizations: Addressing ethi- cal challenges. Routledge. Keywords Communication, Digital marketing, Ethical En- gagement, Sustainability, Stakeholder Communi- cation, South Africa, Sport Organisations 4 A 55 bstrActs Proposing Artificial Intelligence- Managed Corporate Social Responsibility (AIM-CSR) Communication Framework Dhanesh, Ganga S, University of Maryland (USA) Generative AI (GenAI) technologies are sparking communication framework to incorporate the disruptive potential of GenAI technologies. By Communication Framework tends the well-established Du et al. (2010) CSR as public relations, advertising, and marketing tising,and marketing communication andinte- grating the role of GenAI technologiesinto Du et communication. A particularly significant area al.’s (2010) framework, this paper advances inter- of impact is business-society relations, explored their disruptive potential across industries such generating insights across public relations, adver- enthusiasm and existential concerns regarding through topics such as AI for Social Good and disciplinary CSR communication theory. AI in corporate social responsibility (CSR) (e.g., Wu et al., 2024). Although extensive research has Literature Review highlighted communication as central to effec- AI and Business-Society Relationship tiveCSRstrategies,anddespiteincreasingattention- This section reviews literature on the related fields toAI’sroleinsocialgoodandCSR,limited research of AI for Social Good, and AI for CSR (Wu et al., exists on AI-enabled CSR communication, aside 2024). from isolated studies addressing environmental sustainability communication. This gap needs AI and Communication to be addressed, because AI can profoundly in- This section reviews literature in the fields of AI fluence CSR communication, an area already in public relations (e.g., Wu et al., 2024), advertis- fraught with challenges such as audience skepti- ing and marketing communications (e.g., Ford et cism,accusationsofvarious washings,andthesub- al., 2023). sequentcorporatereluctancetocommunicate CSR efforts. AI’s myriad promises and perils could CSR Communication further intensify these complexities. This section reviews the highly cited CSR com- munication framework by Du et al (2010) that In response, this paper proposes the Artificial has been used extensively in public relations re- Intelligence-Managed Corporate Social Respon- search to examine CSR communication. sibility(AIM-CSR)CommunicationFramework. Groundedinanextensiveliteraturereview of AI AI and CSR Communication applications in public relations, advertising, and Finally, this section reviews literature on AI and marketing communication, this framework ex- CSR communication. 4 A 56 bstrActs This is a conceptual paper that proposes a theo- campaigns can resonate more deeply with specific demographics, increasing diverse public partici- Method outcomes. Socially, responsibly personalized CSR tensive review of interconnected bodies of liter- pation and support for initiatives, strengthening retical framework based on a thorough and ex- ature on AI and CSR communication. prioritizing data-driven decisions, the framework stakeholder engagement in CSR initiatives. By can lead to better alignment between corporate Results efforts and societal needs. Based on the review of literature, this section proposes the AIM-CSR Communication frame- References work, with subsections explaining each aspect of Du, S., Bhattacharya, C. B., & Sen, S. (2010). Max- the framework. See Figure 1 for an initial repre- imizing business returns to corporate social sentation of the proposed framework. Theories responsibility (CSR): The role of CSR commu- used to explain these variables and their influ- nication. International Journal of Management ence include relational theory, psychological Reviews , 12(1), 8-19. reactance theory, technology acceptance model, Ford, J., Jain, V., Wadhwani, K., & Gupta, D. G. uses and gratifications, and para-social relation- (2023). AI advertising: An overview and guide- ships. lines. Journal of Business Research , 166, 114124. Practical and Social Implications Wu, L., Chen, Z. F., & Tao, W. (2024). Instilling warmth in artificial intelligence? Examining Practically, the AIM-CSR Communication publics’ responses to AI-applied corporate abil- framework can guide companies in leveraging AI ity and corporate social responsibility practices. responsibly for CSR communication, by pay- Public Relations Review , 50(1), 102426. ing attention simultaneously to its promises and perils. Done responsibly, AI can strengthen per- sonalized, creative, targeted CSR communication Keywords campaigns that adapt dynamically to stakeholder CSR Communication, AI for Social Good, Com- sentiment, leading to positive social and business munication Framework 4 A 57 bstrActs AIM-CSR COMMUNICATION MODERATORS OUTCOMES Figure 1: AIM-CSR Communication Framework 4 A 58 bstrActs Intersectional Gender Representation in Corporate Social Media and AI- Imagery: From Progress to Perils? Dhanesh, Ganga S, University of Maryland (USA) Saad, Mahinaz, Independent Public Relations Practitioner (USA) Public relations significantly contributes to social • RQ3: How does intersectional gender rep- justice by promoting diverse and inclusive repre- resentation in corporate social media posts sentation in corporate communication content, compare to AI-generated visuals? because as a discipline rooted in strategic story- telling, public relations influences how narratives Literature Review about individuals and communities are shaped. While advertising research has found substantial Public Relations Research on Gender evidence for the widespread use of gender ste- We reviewed public relations research on gen- der, including work at the intersections of race, reotypes, emergent research in public relations feminism and queer theories, and conclude by has revealed reduced biases in representation highlighting limited research on gender repre- in corporate social media posts. However, new sentation, especially in corporate social media. challenges arise as generative AI (GenAI) tools for image creation gain traction. Increasingly uti- Stereotype Content Model, and Intersectional lized by content producers for its ability to deliver Representation lowcost content consistently, GenAI introduces We reviewed literature on biases and stereotypes, fresh concerns about perpetuation of biases, par- focusing on the SCM, and the decades-long ad- ticularly through visual imagery. vertising research on gender representation. Accordingly, situated within the Inclusive, Re- sponsible Communication in Artificial Intelli- AI Models, Stereotypes, and Biases gence (IRCAI) framework (Logan & Waymer, We reviewed research on biases and stereotypes 2024) and the Stereotype Content Model (SCM), in AI-generated images and argue that while our study employed visual social semiotics to large scale quantitative studies on massive data- content analyze the compositional, representa- sets have found evidence of gender stereotypes tional, and interactional meanings of human- in AI-generated images, these studies have only versus AI-generated images in corporate social examined gender. An in-depth, qualitative anal- media posts. The following research questions ysis of intersectional gender representation is guided our study: much needed. • RQ1: How is gender represented intersec- tionally in corporate social media posts? • RQ2: How is gender represented intersection- ally in corresponding AI generated images? 4 A 59 bstrActs Theoretical Framework for Public Relations, that gender representation in corporate visuals Diversity, and AI is relatively balanced. RQ2 asked about intersec- This section reviewed the Inclusive, Responsible, tional gender representation in corresponding Communication in Artificial Intelligence (IR- AI-generated images. Analysis revealed statisti- CAI) framework, proposed to help the public re- cally significant differences across occupational lations field navigate the intersections of AI and roles (χ² = 124.41, p < .001), location/context (χ² race. We aim to integrate it with SCM and of- = 121.57, p < .001), and trait stereotypes (χ² = fer an extended IRCAI framework that also ad- 117.62, p < .001), suggesting that AI image-gen- dresses intersectional gender representation. eration tools may replicate or even amplify exist- ing gender biases. To answer RQ3 on compari- Method son, the study found that while corporate visuals depicted some level of gender differentiation, We conducted two quantitative content analy- AI-generated images appeared to reinforce tra- ses using a visual social semiotic approach. Two ditional gender stereotypes, possibly reflecting coders analyzed 20 posts each in a pilot study to biases inherent in AI training datasets. establish inter-coder reliability. Implications sectors. We selected two Instagram posts per porate content strategies, emphasizing the im- portance of inclusive AI systems. Organizations company that visibly represented gender, col- can use the findings to evaluate their AIgener- lecting suitable posts from December 2023 to business-to-consumer companies across diverse Practically, the findings provide insights for cor- Study 1: The sample included 100 Fortune 500 October 2024. ated imagery, ensuring alignment with ethical standards for diversity and inclusion. By ad- Study 2: We replicated Study 1 using AI-generat- dressing stereotypes, organizations can enhance the inclusivity of visual content in an AI-driven ed images created with DALL-E 2 and ChatGPT. media landscape. AI-generated textual descriptions of original In- stagram posts guided image generation, enabling Socially, the research foregrounds the potential comparison between AI-generated and original for AI to reinforce existing stereotypes and bi- visuals. Chi-square tests of independence were ases that could further hamper the attainment employed in both studies to analyze whether in- of social justice. Additionally, the study high- tersectional gender representation significantly lights the need for greater public awareness varied across key dimensions. To ensure compa- about the origins and implications of AI-gener- rability, identical coding categories and statisti- ated content, fostering critical engagement with cal procedures were used for both datasets. AI-generated media. Ultimately, it advocates for responsible organizational AI practices that pri- Results oritize social equity and representation that can help to achieve gender equality. RQ1 asked about intersectional gender repre- sentation in corporate social media posts. The chi-square analyses revealed no statistically significant differences in gender representation across occupational roles (χ² = 2.07, p = 0.558), location/context (χ² = 2.90, p = 0.575), or trait stereotypes (χ² = 2.37, p = 0.499), suggesting 4 A 60 bstrActs References Logan, N., & Waymer, D. (2024). Navigating ar- tificial intelligence, public relations and race. Journal of Public Relations Research, 36(4), 283–299. Keywords Gender representation, Corporate social media, AI, Visuals 4 A 61 bstrActs Unpacking the Vulnerabilities of PR Professionals in the Age of Generative AI Dong, Chuqing, Michigan State University (USA) van den Berg, Morgan, Michigan State University (USA) Introduction and purpose of the study sional uncertainties PR professionals face as AI The rapid growth of artificial intelligence (AI) reshapes their roles. PR is already a high-stress profession marked by burnout, exacerbated by and generative AI (GAI) is transforming public an “always on” culture that has disrupted work- relations practices, challenging the convention- life balance. In 2024, 44% of PR professionals al understanding of professional responsibilities quit their jobs due to stress (Pardon, 2024). The and creating uncertainty, fear, and controver- rapid adoption of AI introduces further anxiet- sy. Although industry guidelines and scholarly ies, including job displacement, loss of creative discussions provide broad recommendations, agency, and ethical dilemmas. Despite wide- they fail to capture the nuanced vulnerabili- spread advocacy for ethical AI governance, dis- ties PR practitioners face as they adapt to GAI. cussions often emphasize analytical guidelines This study addresses this gap by examining the based on moral-philosophical principles, while diverse dimensions of vulnerability PR profes- the actual experiences of professionals, includ- sionals experience in both in-house and agency ing their anxieties, uncertainties, and emotion- settings. By exploring these challenges, this re- al challenges in adapting to AI-driven changes, search provides a deeper understanding of how receive less attention. This focus risks neglect- AI integration affects PR professionals beyond ing why ethical AI adoption must align with PR its functional applications. It offers insights into professionals’ well-being. A shift is needed from human-centered, sustainable GAI adoption pro- viewing AI in PR as merely a tool to examining tocols pertinent to the PR profession. Our over- how it reconfigures professionals’ identities and arching research question is: work conditions. What are the various dimensions of vulnerabili- ty encountered by public relations professionals working in-house and within agencies? Methodology Literature review semi-structured, in-depth interviews to explore The study employed a qualitative approach, using Research on AI in public relations has gained professionals’ perspectives on ethical AI use in significant interest over the past few years, par- public relations. From April to August 2023, 21 ticularly in its application across different PR professionals working in public relations and contexts. Existing PR scholarship, though ad- strategic communication across various experi- dressing AI adoption and ethics, remains instru- ence levels and sectors—including private and mentalist, neglecting the emotional and profes- nonprofit organizations—were interviewed via 4 A 62 bstrActs Zoom. These interviews lasted between about ly, these vulnerabilities underscore the complex 17 minutes to over one hour. Purposive and and often precarious position of PR profession- snowball sampling strategies were used to re- als as they attempt to integrate AI while main- cruit participants. Data analysis followed Place taining professional identity, ethical integrity, (2022) to identify patterns and themes in partic- and career stability. ipants’ responses. An additional ten interviews are planned for spring 2025 to capture evolving We are collecting new data this spring to capture attitudes and perspectives. the evolving dynamics of professionals’ lived ex- periences with GAI, ensuring a more up-to-date Results and conclusions and comprehensive understanding of its impact. The findings revealed a multifaceted landscape Practical and social implications of vulnerabilities that PR professionals experi-ence as they navigate the integration of AI into This study contributes to the ongoing conver- their profession, including technical, profes- sations on GAI’s impact on the PR workplace. sion-related, psychological, and organizational By examining users’ vulnerabilities, this study aspects. supports the development of more sustainable and ethical job practices, benefiting both orga- The technical vulnerability lies in many profes- nizations and the well-being of PR practitioners. sionals struggling to align their research and In addition to industry practice, these insights training with the rapid pace of innovation and can inform strategic communication curricula, lacking the time and resources to master AI/GAI helping universities prepare future profession- tools effectively. This results in an inability to als with the knowledge and ethical frameworks make informed adoption decisions. In addition needed for an AI-enhanced workplace. to technical limitations, AI also brings about profession-related vulnerabilities, particularly References concerns over job displacement, especially at the Pardon, R. (2024, October 4). PR professionals entry level, and the loss of previously valuable seek mental health support. Communicate skills. Practitioners must also renegotiate pro- Magazine. Retrieved from https://www.com- fessional boundaries, grappling with added legal municatemagazine.com/news/2024/pr-pro- responsibilities that were not previously within fessionals-seek-mental-health-support/ their role scope. Place, K. R. (2022). Toward a Framework for Psychological vulnerabilities arise when profes- Listening with Consideration for Intersection- ality: Insights from Public Relations Profes- sionals strive to maintain the human aspect of sionals in Borderland Spaces. Journal of Public their field while struggling with low self-efficacy Relations Research, 34(1–2), 4–19. https://doi. in decision-making. Heightened competition— org/10.1080/1062726X.2022.2057502 between agencies, among professionals, and even between individuals and AI-driven tech- nologies—exacerbates career uncertainties and Keywords fuels anxieties about future career trajectories. Generative AI, Public Relations Professionals, Organizational factors compound these vulner- Vulnerability abilities, with many professionals citing a lack of institutional guidelines and value internal pol- icies to support appropriate AI use. Collective- 4 A 63 bstrActs Lost in Translation? AI Disruption in Language Services as a Mirror for Public Relations Industry Transformation Doswell, Steve, Gemini Communicating for Business Ltd (UK) Introduction and Purpose Methodology This presentation will examine how genera- This study employs mixed methods research tive AI is transforming professional translation examining: (1) Survey data from 5,000+ profes- and interpretation services, offering important sional linguists through the Chartered Institute insights for public relations and communica- of Linguists (CIOL); (2) Analysis of early lessons tion management professionals facing similar from AI technology adoption in language ser- AI-driven disruption. The presentation will ex- vices; (3) Case studies of AI implementation in plore parallels between these allied communi- translation and interpreting workflows; and (4) cation fields, focusing on: (1) How are language insights on the ethics of AI deployment in pro- professionals adapting to AI integration? (2) fessional contexts. What ethical and practical challenges emerge when AI assumes communicative, creative and Results and Conclusions analytical roles? (3) How can we maintain pro- The findings reveal complex professional adap- fessional standards and authentic human exper- tation patterns: while 80% of language profes- tise while leveraging AI capabilities? sionals use AI-enhanced tools, only 37% have fully integrated AI workflows, with nearly half While public relations grapples with AI’s impact than simplified processes. Key challenges mirror those facing public relations: accuracy concerns, on content creation and message dissemination, Literature Review reporting increased cognitive demands rather the translation industry’s longer history with AI data privacy risks, potential “fatal errors,” and fears about professional devaluation. Howev- technologies offers valuable lessons. From ter- er, opportunities exist in content enhancement, minology tools to neural machine translation, quality assurance, and workflow optimisation language professionals have navigated multiple when AI is deployed thoughtfully and ethically. technological disruptions (Koehn, 2020). The literature reveals tensions between efficiency gains and concerns about standardisation, cre- Practical and Social Implications ativity loss, and authenticity - challenges now For communication practitioners and educa- emerging in public relations practice. tors, this study provides guidance from a relat- ed field on the challenges of developing ethical, 4 A 64 bstrActs hybrid human-AI workflows while maintaining professional standards and authentic outputs. It offers insights on the challenges in enterprise AI implementations, the need for wider industry and societal education, appropriate regulation and the pressing need for practitioners to in- vest in their own Continuous Professional De- velopment in all things AI. Finally, the findings emphasise the importance of preserving human expertise and oversight and applying critical reasoning and ethical judgment in professional contexts, while leveraging the enormous possi- bilities of AI capabilities responsibly. Keywords artificial intelligence, communication manage- ment, professional communication, technological disruption, ethical implications 4 A 65 bstrActs The Immediate Experiment. Mobile Devices’ Diffusions and Adoptions- -and the Lives of Public Relations Professionals Downes, Edward J., Boston University (USA) Di, Yuejiao, Boston University (USA) Introduction and Purpose of the Study Step-by-Step--of Social Media’s Influence on Cap- This study focuses on the processes, influences, itol Hill’s Communication Management Choices and effects of mobile devices, particularly on (2024); and (3) What’s Going on with that Device public relations practitioners. It begins by re- Attached to Your Hip?: The Downfalls of Mobile questing we think about the globe’s rapid adop- Device Dependency (2021). the experiment’s treatment group, and without Kong Conference, “Media for All: Breaking Bar- riers: Media Localization in the Age of Global a recognized control group. Despite this experi- Platforms,” via an invited lecture titled Three ment’s increasingly profound effects, it lacks lon- periment”--with millions of users representing (2) Insights to be shared at the May 2025 Hong tion and diffusion of mobile devices as an “ex- gitudinal insights. In turn the paper’s research Decades Riding a Revolution’s Rollercoaster: Ten question emerges: “What have mobile devices Insights Providing a Kaleidoscopic Overview of ‘wrought’ globally on the principles, practices, the Platform Society’s Influence on the World’s Po- and procedures of communication management litical, Economic, Cultural--and Ethical--Systems. among public relations professionals? (3) Findings from Haidt’s broad array of research Literature and Methodology summarized in his book, The Anxious Gener- ation (2024). It points out the “great rewiring The study draws conclusions from five sources: of childhood has interfered with children’s so- cial and neurological development, covering (1) Recent scholarly presentations at interna- everything from sleep deprivation to attention tional academic conferences analyzing the in- fragmentation, addiction, loneliness, social con- fluences of mobile devices on communication tagion, social comparison, and perfectionism.” management generally and on public relations All such conditions are also similarly correlated specifically. Among them, Downes’ titled: (1) with adult populations. Profound Changes: Mobile Devices. Potential Consequences. And the Lives of Today’s Public (4) A review of 75 articles discussing mobile Relations Professionals (2024); (2) An Up-to-Date devices influences on communication man- Analysis of The Historical Evolution--Presented agement generally and, by extension, public 4 A 66 bstrActs relations principles and practices specifically. Comment on AI Roughly fifty percent were from the social sci- While Americans et al. are concerned about the ences (primarily from the mass communica- grip their mobile devices have on them, they are tion/public relations literature); a quarter from also increasingly concerned about the diffusion the humanities; and a quarter from the natural of AI: For example: Pew Research notes 52% sciences (with comments from the medical lit- of Americans are more concerned than excited erature supported by with three-person panel of about AI in daily lives. Additionally: “AI is run- psychiatrists). Roughly 80% were published in ning on your phone behind the scenes…infer- the last three years. encing neural networks on your device to help you take better photos, understand a different Results and Conclusions language, (and) identify music….” These con- The following summarize the paper’s five broad cerns will expand, and new ones will emerge, as insights. PLEASE NOTE: Throughout the entire AI is integrated into mobile device capabilities. presentation, each is extended to address specif- ically public relations practitioners, principles, Practical and Social Implications and practices. This paper, while it focuses on the downfalls of mobile device usage, also “recognizes the un- (1) Mobile device users “really need” but “often precedented advantages--and unquestionable dislike” their mobile devices. need for—PR professionals to use mobile devic- es. It cites, for example, how these tools have (2) Dependency on mobile devices (for both dramatically enhanced, and are now integral workplace or personal activities) indicates strong to, the field’s seminal research-planning-imple- signs of addiction, both physical and emotion- mentation-evaluation processes.” al--users commonly express their reluctance to “needing” their devices. Further, despite choosing to critique critically the effects of mobile device diffusion and adop- (3) Mobile phone users increasingly choose to tion on public relations practices and practi- no longer “to be with these people” and instead tioners, the authors admit they have no “solu- through their device, “move on to be with these tion” for the problem. They do suggest, however, other people.” Hence, the concept of being “in that “awareness must precede behavior/behav- the moment” is eroding. ioral change”--and conclude suggesting mobile devise users be ever-aware of what the devices (4) “Plugged-in capacities have filled, to capac- are “doing” to them as a first step addressing the ity, the fullness of time. When we feel the rest- devices’ negative consequences. lessness with empty moments, we simply “click on” something to keep us humming….” Keywords (5) Arguments, both the scholarly and popular, Mobile Devices/Mobile Phones; Physical/Psycho- which suggest analogies between the adoption logical/Social Effects; Artificial Intelligence and diffusion of mobile devices and other tech- nologies (such as television) fail to recognize the “unanticipated, profound, matchless” influenc- es of mobile devices re. the concepts of “time,” “space” and “availability.” 4 A 67 bstrActs Artificial Intelligence Relations. What is it like to be an AI? Drapal, Andrej, Consensus (Slovenia) Introduction and purpose of the study culture they enter? Do we face the same situa- The primary purpose of the study is to answer tion as when immigrants with a foreign culture clash with the existing culture so that a kind of the question: »What kind of relations can a hu- multicultural situation emerges? Another op- man have with AI?« If we are in public relations, tion would be that something cultureless enters and if AI represents a higher threat to the world our culture. Can something like that change the than North Korea . (Musk n.d.), then we should culture if it is not a culture itself? make clear whether AI is a PR tool or a public. The same source as above refers to Sophia, who is a regular citizen of Saudi Arabia, discussing Methodology with another robot. We should then take AI not The methodology of this study rests on a litera- as one but as many, so accordingly, we should ture review supported by principles of consilien- talk about AI (public) relations. ce of sciences, heuristics, and coherence. To clarify the study‘s primary purpose, we must Results and conclusions minds (and bodies) that come into play in PR AI is not and cannot compare to human wisdom. understand the common identity of all human and compare it to the common identity of all AIs It can, and already did, overpower human intelli- gence, yet cannot, in principle, evolve as wisdom that are in play and could come into play. that rests on three billion years of evolution of If AI threatens to become an agent in the human life on Earth. AI can link itself to a machine like a robot, yet it cannot be linked to a phenotype like exosystem that threatens the existence of human a human phenotype; it cannot reproduce epige- culture as it used to be, then humans should netic emergencies (effects). A robot (or a com- have a relation to it that is not mechanical like puter) is not a phenotype of AI but an artifact we have a relation with nature, but more like a that belongs to the wide range of other human relation that is subsumed under the term public artifacts. And finally, AI has no »self,« nothing relations. like »to feel like an AI,« and cannot represent an Should we treat AI as a public(s), what is an eco- agent with whom humans could establish inter- subjective relations. system of AI? In different terminology, what is the society that emerges from AI individuals? Public relations do not take the publics detached Practical and social implications from their environment, from their culture; what At the moment, the scope of AI and its bounda- is then the culture of AI? If AI shares the culture ries are undefined. For this reason, the miscon- with humans, what is the nature (identity) of the ceptions about what AI could be in the future are 4 A 68 bstrActs abundant. This paper resolves many of them and thus clarifies the role that AI plays and can play in human society. Literature review Drapal, A. (2024). Memetics. Truth and Freedom as Ontological, Phenomenological, and Episte- miological Concepts elucidated by Memetics. Faculty of Applied Social Studies. Gábor, O. (2020). Behavior of Artificial Intelli- gence: Summa Aethologica Intelligentiae Arti- ficialis. GeniaNet. https://doi.org/10.15170/ BTK.2020.00002 Koch, C. (2019). The Feeling of Life Itself: Why Consciousness Is Widespread but Can’t Be Com- puted. The MIT Press. Musk. E. (n.d.). https://www.ediweekly.com/ will-destroy-humans-says-life-like-robolt- elon-musks-claim-tha-artificial-intelligence- poses-threat-mankind-may-justified/ Nagel, T. (1974). What is It Like to Be a Bat? Philosophical Review, 83(October), 435–450. https://doi.org/10.2307/2183914 (The literature for this paper consists of 40 books and articles and will be upgraded by June 2025). Keywords Artificial Intelligence; memetics; intersubjectivity; agent; 4 A 69 bstrActs From Tools to Colleagues? The Role of Communicative AI in Corporate Communication Eisner, Julia, University of Applied Science GmbH - Campus Wieselburg & Wiener Neustadt (Austria) The rise of Large Language Models (LLMs), larger PhD project that will begin empirical data collection in March. The framework developed Introduction and purpose of the study While this paper is conceptual, it is part of a ally managed by professionals, including con- empirical research on how communication pro- fessionals interact and work with AI in corpo- tent creation, stakeholder engagement, and me- rate settings. dia monitoring (Zerfass et al., 2024; Buhmann communications by automating tasks tradition- here lays the theoretical foundation for future such as ChatGPT, has transformed corporate & White, 2022). This development is not just a hype; it represents a fundamental shift in how Literature review organizations produce, structure, and under- Corporate communication is a management stand communication. function that coordinates internal and external communication to build stakeholder relation- In this context, ‘communicative AI’ is widely ships (Cornelissen, 2017). Traditionally, this recognized in research as a sensitizing concept relied on human agency to construct narratives highlighting AI’s active role in shaping commu- and manage reputations. However, AI extends nication. beyond operational support, taking on strategic roles that shape discourse, automate messaging, “Communicative AI (1) is based on various forms and influence stakeholder interactions (Buh- of automation designed for the central purpose of mann & White, 2022). communication, (2) is embedded within digital infrastructures, and (3) is entangled with human Hepp et al. (2020) classify AI-driven communi- practices” (Hepp et al., 2023: 48). cative systems into three types: Artificial Com- panions (e.g., Siri, Alexa); Social Bots AI agents Unlike previous automation, Communicative that shape discourse on social media platforms; AI does not merely assist humans—it co-creates Work Bots, AI applications such as ChatGPT, discourse, restructures communication flows, which automate corporate communication and transforms interactions with stakeholders. tasks. This challenges traditional human-centered models, raising questions about agency and AI’s Research highlights AI’s growing institutional role in corporate communication. role in corporate communication. The Euro- pean Communication Monitor 2024 identifies content creation, inspiration, and social media 4 A 70 bstrActs monitoring as communication departments’ This paper develops a conceptual framework most common AI applications (Zerfass et al., that explores three interrelated dimensions: 2024). Even though efficiency is the primary fo- cus in corporate discussions, academic research Objectification of AI – AI is legitimized through shows that AI must function as more than just a organizational discourses. technological tool, as its integration also brings ethical challenges. Ethical concerns across three Institutionalization of AI – AI is embedded into key dimensions (Buhmann & White, 2022; Zer- corporate workflows, influencing decision-mak- fass et al., 2024): Outcome Concerns like Bias, ing and strategies. discrimination, and potential job displacement; Evidence Concerns like Data privacy, security; Reconfiguration of Agency – AI challenges hu- Epistemic Concerns Questions of accountability, man-centered models, influencing professional responsibility, and the AI “black box” problem. interactions and role expectations. Theoretical Discussion This framework provides a structured lens for This paper takes a conceptual approach, inte- munication, discourse formation, and agency understanding AI’s impact on professional com- grating sociology and communication studies to shifts in corporate settings. examine how Communicative AI functions as a nological tool. Instead of empirical research, it communicative actor rather than a neutral tech- Results and conclusions synthesizes theories to explore how AI is socially Communicative AI represents a shift toward ac- and institutionally embedded in corporate com- tive participation in communication, expanding munication. beyond human-machine interaction to question agency in corporate settings (Hepp et al., 2023). Communicative AI goes beyond traditional hu- Communicative AI does not simply replace hu- man-machine interaction by actively shaping man agency. AI’s agency is socially constructed, communicative processes (Hepp et al., 2023). gaining meaning through institutional discours- This shift challenges existing models of agency, es, professional practices, and cultural expecta- requiring a theoretical framework to examine tions rather than inherent technological capabil- how discourse, organizational structures, and ity (Knoblach & Pfadenhauer, 2023). professional practices shape AI’s role. A social constructivism perspective frames this analy- AI’s communicative legitimacy is a projection of sis, emphasizing that AI’s communicative role is human intentions shaped by power structures, not intrinsic but is shaped through institutional norms, and organizational discourse. This pa- discourses and human interactions (Guzman & per contributes to sociological debates on AI by Lewis, 2020). arguing that AI’s role in communication is in- stitutionally shaped rather than technological- ly determined. Future research should explore how communication professionals negotiate AI’s agency and its evolving role in shaping nar- ratives. 4 A 71 bstrActs Practical and social implications Professionals must critically engage with AI as a co-actor in communication, influencing narra- tive formation, role expectations, and strategic decision-making. Understanding AI’s capabili- ties is crucial for enhancing corporate communi- cation and managing stakeholder relationships. AI’s increasing presence in public discourse re- shapes trust and authenticity in corporate nar- ratives. Transparency, accountability, and ethical AI deployment are crucial for corporate and so- cial responsibility. Keywords Communicative AI, Corporate Communication, Hybrid Agency 4 A 72 bstrActs Privacy Concerns in AI-Driven Public Communication Ertem-Eray, Tugce, North Carolina State University (USA) Ki, Eyun-Jung, University of Alabama (USA) As organizations increasingly use AI to influ- credibility and success. Therefore, this study ex- ence public opinion and behavior through digital amines how strategic communication practices platforms, the handling of personal data in the can safeguard personal data amid the increasing public sphere requires reassessment. This study use of AI systems. examines the benefits and risks associated with AI in strategic communication with a particular Privacy, particularly regarding personal data, focus on information privacy. It outlines strate- remains one of the most persistent issues asso- gies and guidelines for organizations to balance ciated with AI. While organizations use AI to the advantages of AI with their responsibilities understand preferences and create individual- to maintain consumers’ privacy and public trust. ized communication strategies, many individ- uals feel uneasy about how their data are col- Devices such as smartphones, surveillance cam- lected, processed, and stored. Specific concerns eras, tablets, and drones have become integral include the potential for data misuse in social to daily life. They collect extensive personal engineering or shaping individual attitudes and data, often without individuals’ consent rais- behaviors. With the rise of AI systems, organi- ing critical privacy concerns. Unlike traditional zations are reshaping the public sphere, defined technologies, AI systems rely heavily on data as “the social space in which different opinions and can collect, analyze, and infer personal in- are expressed, problems of general concern are formation rapidly and at scale, frequently with- discussed, and collective solutions are devel- out the user’s awareness (Miller, 2024). By col- oped communicatively” (Wessler & Freuden- lecting large amounts of data indiscriminately, thaler, 2018, para. 1). Technological advances AI technologies enhance the power of govern- have blurred the boundaries between public and ments and organizations over the public sphere. private spheres as the public sphere increasing- These practices create ethical challenges related ly intrudes into private spaces. Through digital to transparency, accountability, and individual platforms, organizations use AI technologies to rights, underscoring the urgent need to address influence public attitudes and behaviors (Bohai, privacy concerns in the context of AI and mass 2021). Social media like Facebook, TikTok, and data collection. When individuals feel their pri- Twitter employ AI to curate information envi- vacy is at risk, trust and loyalty toward organi- ronments, generate content, and engage with zations decline, impacting profitability and rep- their audiences (Jungherr & Schroeder, 2023). utation. Strategic communication professionals This reliance on AI systems has introduced chal- must address privacy concerns not only to build lenges to the public sphere, particularly through public trust but also to safeguard organizational widespread information collection by techno-4 A 73 bstrActs logical devices. While these systems transform Wessler, H., & Freudenthaler, R. (2018). Public workflows and relationships between organiza- sphere. In: P. Moy (Ed.), Oxford bibliographies tions and publics, they also create ethical chal- in communication. Oxford University Press. lenges and intensify the need for privacy pro- https://doi.org/10.1093/obo/9780199756841- tections as the boundaries between public and 0030 private spheres become less distinct. The extent to which technology and AI have in Keywords-fluenced individual behaviors and public opin- Artificial intelligence, privacy, public sphere, in- ion remains unclear and difficult to measure formation privacy (Bohai, 2021). Technological devices contin- uously interact with broader networks, includ- ing platforms like Google and Microsoft, which access personal information and monitor its use, applying mechanisms such as geographic restrictions on data access (Andrejevic, 2007). The adoption of digital tools does not inherently signal a willingness to forfeit privacy. Instead, individuals are navigating a transitional period, seeking ways to balance the use of AI systems with the preservation of privacy. This evolving relationship underscores the need to reassess how personal data are managed in strategic communication practices and the public sphere. References Andrejevic, M. (2007). Surveillance in the digital enclosure. The Communica- tion Review, 10(4), 295–317. https://doi. org/10.1080/10714420701715365 Bohai. (2021, August 12). Contemporary chal- lenges to the neutrality of the public sphere. Medium. https://medium.com/geekculture/ contemporary-challenges-to-the-neutrali- ty-of-the-public-sphere-28bb5a9eb9f8 Jungherr, A., & Schroeder, R. (2023). Artificial intelligence and the public arena. Communi- cation Theory, 33(2–3), 164–173. https://doi. org/10.1093/ct/qtad006 Miller, K. (2024, March 18). Privacy in an AI era: How do we protect our personal information? https://shorturl.at/JDqSS 4 A 74 bstrActs Is blockchain the solution to AI deepfakes in PR? A provisional outlook Fabbri, Valerio, FabbriKo (Slovenia) Introduction and research question to surpass human decision-making and abili- In recent years, the rise of artificial intelligence ties across industries (Liu & Zeng, 2021). In the communication world, AI’s ability to analyse and (AI) has revolutionised various industries, in- interpret large volumes of data enables more tar- cluding public relations (PR) . The impact of geted and personalised content, aligning more AI on PR strategies is profound, reshaping how closely with audience interests and behaviours. public relations professionals engage with audi- ences, analyse data, and craft their narratives, especially in terms of content creation, as its as- Results sists PR professionals in strategising, summaris- In PR, the balance between AI-driven efficien- ing, writing, and editing. However, the essence cy and human creativity is crucial. The roadmap of public relations still revolves around human guides PR professionals on how to maintain this touch and emotional intelligence, none of which balance, ensuring that AI is used as a comple- is peculiar to any AI tools that serve as powerful ment to, rather than a replacement for, human allies, but don’t supplant the strategic acumen skills and insights. Among the myriad concerns and relational skills of PR experts. The real mag- surrounding AI, one particularly unsettling ic happens when AI’s analytical and automation claim is that it might lead to a world in which it’s capabilities are combined with the nuanced un- impossible to distinguish truth from fabrication. derstanding and creativity of PR professionals. One significant issue is the potential for misin- Methodology and literature review formation and deepfakes, which can spread mis- information and cause significant reputational AI’s rapid evolution has led to its widespread harm, leading to widespread misinformation adoption, with applications ranging from auto- and potential crises for those individuals and mating mundane tasks to enhancing productiv- organisations. To mitigate this risk, it is crucial ity and enabling new forms of human-computer to establish stringent verification processes to collaboration across various sectors (Agrawal et review AI-generated content and use AI detec- al., 2019; Autor, 2015, pp. 237–260; Chui et al., tion tools to identify and counteract manipulat- 2018; Dwivedi et al., 2021). The technology of- ed media. fers significant potential for businesses and soci- providing better decision-making capabilities ety by improving efficiency, reducing costs, and Conclusions and implications (Dwivedi et al., 2023; Ransbotham et al., 2017). PR professionals should should be transparent Combined with big data, AI has the potential about their use of AI-powered tools and tech- 4 A 75 bstrActs ing and education to ensure that they have the S. Verma, R. Sharma, S. Deb, D. Maitra – Con-skills and knowledge necessary to effectively nologies. Moreover, they should invest in train- References leverage AI-powered tools and technologies. As tificial intelligence: Systematic literature review a matter of facts, the rise of sophisticated tech- and research directions sumer–machine relationships in the age of ar- nologies like deepfakes and generative AI has keting (2023) , Psychology and Mar-democratized the creation of deceptively realis- tic content, putting powerful tools of manipula- A. Zuiderwijk, Y.C. Chen, F. Salem – Implica- tion within reach of the average user. AI can also tions of the use of artificial intelligence in public undermine the credibility of true information by governance: A systematic literature review and making us wonder if it’s really a lie. So, there’s a research agenda, Government Information obviously some truth to the claim that AI can Quarterly, 38 (3) (2021), Article 101577 blur the boundaries between truth and fiction. P. Grover, A.K. Kar, Y.K. Dwivedi – Understand-However, on close inspection, it’s often possible ing artificial intelligence adoption in opera- to detect where manipulation has taken place. tions management: Insights from the review of While the technology used to create deepfakes academic literature and social media discus- will undoubtedly become more sophisticated, so sions, Annals of Operations Research, 308 (1– will the tools capable of detecting them, such as 2) (2022), pp. 177-213 blockchain, which provides secure and un-hack- able ways to store client information. Blockchain technology allows PR professionals to validate Keywords the identity of website visitors, and when artificial intelligence, blockchain, news consump- combined with machine learning, it creates a tion, journalism, public relations protocol that helps PR professionals identify and filter out bots when validating their data and get a clear idea of their human engagement numbers. 4 A 76 bstrActs Marketplace Theory as a Foundation for the Responsible Use of AI in Public Relations Fitzpatrick, Kathy R., University of South Florida (USA) Palenchar, Michael James, University of Tennessee (USA) Introduction and purpose if they are to remain relevant and retain their po- The advent of generative AI has transformed the sitions as trusted communication advisors. Addi- tionally, practitioners must consider the legal and practice of public relations (PR). Communication ethical aspects of integrating modern technolo- professionals can now use artificial intelligence to gies into their work. Although the law provides generate ideas, augment research, analyze data, only a baseline for ethical decisions – especially improve writing, monitor media, produce videos when legal regulations are not keeping pace with and other images and much, much more. At the technological advancements – legal concepts same time, the irresponsible use of AI can lead provide insights for developing self-regulatory to unethical ends (sometimes unintentionally) such as the sharing of private data, the creation frameworks that advance the responsible use of new and emerging technologies. In this paper, and distribution of inaccurate, false or fabricated marketplace principles provide the theoretical messages, the manipulation of images and voices, the appropriation of intellectual property or de- backdrop for analyzing the responsible use of AI ception caused by undisclosed sources of content. in PR. For these reasons, ethical vigilance is key to en- Literature review is to define boundaries and best practices for the AI is being used in public relations and the ethical challenges associated with such uses. The paper responsible use of AI in public relations through then presents marketplace theory as a conceptual the lens of marketplace theory, which promotes holder and public interests. The aim of this paper The work begins with a review of how generative suring that AI is used in ways that serve stake- freedom of expression and informed decision foundation for analyzing ethical issues and identi- making that advances democratic societies. The fies core marketplace principles – access, process, research evaluates the extent to which industry truth, disclosure and transparency – that can be guidelines for the use of AI in PR incorporate used to evaluate responsible AI practices. marketplace principles and where gaps exist. Research questions Rationale The questions guiding this research were: In an era of technological transformation, PR How can marketplace principles inform the re- professionals must stay current in their knowl- sponsible use of AI in PR? edge and understanding of modern technologies 4 A 77 bstrActs on the use of AI in PR incorporate marketplace This paper is significant in helping to define principles? To what extent do professional ethical guidelines Practical and social implications boundaries and best practices for the respon- sible use of AI in public relations. The authors Methodology encourage the development of uniform global The authors first review the theoretical history standards that allow practitioners to harness the and development of the marketplace of ideas creative and strategic potential of AI in ways that concept as the dominant approach used by the advance marketplace principles and serve stake- U.S. Supreme Court for evaluating regulations holder and public interests. on free speech. They then identify core princi- a democratic marketplace of ideas from which In examining the ethical responsibilities associ- truth can emerge. They then apply these prin- ples that contribute to the efficient operation of Limitations and future research of AI from leading public relations associations, dards. Future research should examine the use including the Public Relations Society of Amer- of AI in the context of corporate social responsi- ica, the International Public Relations Associa- bility to gain additional insights into how AI can ciples in reviewing guidance for the ethical use research focused on professional ethical stan- ated with the use of AI in public relations, this tion, the Public Relations Council, The Global be used responsibly to advance social goals. Alliance for Public Relations and Communi- Public Relations, the International Association cation Management, the Chartered Institute of Keywords of Business Communicators, and the Center for Public relations, AI, ethics, principles, market- Strategic Communication Excellence. This anal- place theory ysis shows both the extent to which marketplace principles are incorporated in the guidelines and where gaps exist. Results and conclusions Public relations association guidelines for the ethical use of AI in PR generally offer good ad- vice that serves stakeholder and public interests. However, coverage of key marketplace princi- ples is uneven and, in many cases, lacks needed explanation. This finding may be due in part to the fact that the guidelines are based primarily on codes of ethics that, when adopted, did not contemplate the transformative impact of AI on public relations and communication practices. 4 A 78 bstrActs Decoding Digital Trust: A Multi- dimensional Analysis of Tech Influencer Credibility on YouTube Floether, Kevin, McMaster University (Canada) Introduction and Purpose Methodology This study investigates trust dynamics in technol- The research employed a mixed-methods ap- ogy influencer marketing on YouTube, examin- proach analyzing 10 prominent tech influencers ing how trust indicators in audience interactions (500,000 to 24 million followers). Data collec- correlate with consumer opinions and media tion encompassed YouTube comments (approx- portrayal. With influencer marketing reaching imately 13,890 comments), corresponding Am- $21.1 billion USD (McKinsey & Company, 2023) azon product reviews (3,000 reviews across 30 and increasing impact on consumer purchasing products), and media coverage (417 articles). decisions, understanding trust formation in these Natural language processing techniques, includ- digital spaces becomes increasingly crucial. The ing sentiment analysis and lemmatization, were research describes the development and function used to measure trust indicators and content of a comprehensive trust rating system for tech similarity. Trust scores were calculated through influencers. The trust rating system works by an- seven iterations of refinement, optimizing key- alyzing the relationship between comment senti- word analysis and sentiment weighting. The ment, content similarity with consumer reviews, methodology incorporated intercoder valida- and media representation. tion processes with manual review of 10% sam- ples, achieving 89% accuracy for comment anal- Literature Review ysis and 94% for media analysis. trust components framework - integrity, depend-The study builds on Grunig and Hon’s (1999) Results and Conclusions ability, and competence - while incorporating The study revealed significant correlations recent research on digital trust measurement. (r=0.58) between trust indicators in comments While Pascual-Ferra (2020) highlights the prev- and content similarity with consumer reviews. A alence of survey-based trust measurement, com- strong inverse relationship (r=-0.815) emerged putational approaches using sentiment analysis between follower count and trust-similari- have shown promise in reflecting public trust ty correlations, indicating smaller influencers (Chandio & Sah, 2020). Research by Djafarova demonstrate more authentic alignment with and Rushworth (2017) suggests that non-tradi- consumer opinions. Analysis of media cover- tional celebrities and smaller influencers often age showed unexpected positive correlations generate higher trust levels than those with larger between trust scores and controversy-related followings, but comprehensive studies examining keywords (r=0.44), particularly when framed multi-platform trust indicators remain limited. in terms of integrity, with a strong correlation 4 A 79 bstrActs (r=0.82) between integrity keywords and con- troversy coverage in media analysis. Limitations include the cross-sectional nature of the study, reliance on keyword analysis for trust measure- ment, and varying availability of media coverage across influencers. Future research could benefit from longitudinal approaches and cross-cultural comparisons. Practical and Social Implications The findings challenge conventional influencer selection metrics based primarily on follower count, suggesting the need for more nuanced evaluation criteria in influencer marketing. The research provides a framework for measuring digital trust that benefits marketers developing influencer selection strategies, platforms seeking to enhance trust metrics, consumers evaluating influencer credibility, and researchers studying digital trust formation. Results indicate that transparency in addressing controversies may enhance rather than diminish influencer cred- ibility, suggesting a shift in crisis management approaches for digital personalities. Keywords Digital trust, influencer marketing, content anal- ysis, social media credibility, consumer behaviour 4 A 80 bstrActs AI a boon or a curse? The question lies with us Galloway, Chris, Massey University (USA) Vujnovic, Marina, Monmouth University (USA) Swiatek, Lukasz (Luk), University of New South Wales (USA) Kruckeberg, Dean, UNC Charlotte (USA) AI-related discourse seems to move between the Galloway (2010) argued some years ago, claimed Scylla of apocalyptic visions of humanity under competence in communication, or explanation, the (robotic) thumb of all-powerful AI and the does not automatically confer a right to pres- Charybdis of “AI cheerleaders” (Bourne, 2019) ent technical information: that licence must be whose all-positive promotion may seem blind at earned. times to risks and inequalities. As in the original mythological story which demanded navigating Inherent in this assertion is the conviction that between two hazards, both perspectives offer public relations people, whether inside or outside threats. The first is to over-estimate the poten- the academy, should do more than merely resort tial power of Artificial Intelligence; the second, to using ChatGPT or its competitors. Rather, PR is that of ignorance – wilful or otherwise – as should diversify its disciplinary perspectives to to the risks inherent in implementations whose encompass the ever-expanding range of AI use ethical implications are open to question. Public cases and their implications, including those relations cannot (and should not try to) avoid that bear directly on territory the profession has this tricky manoeuvring, especially when advis- long considered its own. For example, in every- ing clients and managing stakeholder relations. thing from campaign programming to proposal pitching and more, AI tools can both accelerate Rather, both practitioners and scholars should, and extend the development of PR activity, to this paper contends, equip themselves with at the likely benefit of both practitioners and cli- least foundational knowledge of AI, especial- ents. ly the fast-developing field of AI ethics, and assume a role in the field of Explainable AI. Yet is this enough? Is PR at risk of developing a Technologists understand the term “Explain- professional myopia that sees AI as merely a tool able artificial intelligence” (XAI) as a set of pro- rather than a game changer for every aspect of a cesses and methods that allow human users to society, from business to politics to medicine far comprehend and trust what machine learning more? The question verges on the “curse” word algorithms produce. That trust and confidence of the conference theme. There is another issue is, developers believe, central to AI model im- to consider: that of what Puri (2024) calls “West- plementations. Call it “informed consent”. Com- lessness” or a “global rebalancing” away from panies such as IBM assert that Explainable AI is “West fullness” which he sees as “the apex of a sine qua non for “responsible” AI, which valo- Western global influence” (p.30). Yet now even rises ethical principles and accountability. Yet as a country such as Mauritania, about 90 per cent 4 A 81 bstrActs National Artificial Intelligence Strategy in draft Bourne, Clea D. (2019). AI cheerleaders: Public form, covering the period 2024-2029. The coun- of which is located in the Sahara Desert, has a References try has only one listed public relations agency gence. relations, neoliberalism and artificial intelli-– yet it may, along with fellow practitioners in Public Relations Inquiry, 8(2), pp. 109-125. https://doi.org/10.1177/2046147X19835250 the West, face the challenge of how to present AI technologies to a population where unfamiliari- Galloway, C. (2010). Developing risk-literate pub- ty is a potential hindrance to applications whose lic relations. Unpublished PhD thesis, Monash benefits seem manifest. University. https://bridges.monash.edu/arti- cles/thesis/Developing_risk-literate_public_ Westerners should not wall off in their thinking relations/14928042 the power of Westless AI-related communica- Gigova, R. (2017, 2 September, paras 3, 4). Who tion, nor its perceived strategic value. As long Vladimir Putin thinks will rule the world. ago as 2017, Russian president Validmir Putin https://edition.cnn.com/2017/09/01/world/ commented that “Artificial intelligence is the fu- putin-artificial-intelligence-will-rule-world/ ture not only of Russa but of all mankind. There index.html are huge opportunities but also threats that are difficult to foresee today. Whoever becomes the Puri, S. (2024). Westlessness: the great global re- leader in this sphere will become the rule of the balancing. Hodder & Stoughton world” (Gigova, 2017). The question of whether AI is a boon or a curse remains open, but “time Keywords tential and its associated issues are present now will tell” is an inadequate summation: AI’s po- Explainable AI, Westless AI-related communica-and the question’s resolution may well be inter- tion, PR practitioners and AI use, AI tools for PR im as far forward as one can see. 4 A 82 bstrActs The Quest for Responsible Public Relations for Responsible AI: Public Relations Practitioner Use in the United States vs. Czechia Germinder, Lea-Ann, University of Missouri (USA) Introduction lations practices in the use of GenAI. Several scholarly studies have documented and examined the rapid growth and adoption of gen- Methodology erative artificial intelligence (GenAI) by the stra- A qualitative study (Tracy, 2024) following tegic communication/public relations profession GDPR guidelines was conducted and recorded and the subsequent release of AI guidelines by in the United States and Czechia from Novem- associations (Germinder, 2024; Yue, 2024). ber 2024 through January 2025. The pre-qual- ifications for 24 interview subjects (12 in each Purpose of the Study country) were established as at least five years’ This study examines how public relations prac- experience, use of GenAI in the subject’s work, titioners in different segments of the profession and a leadership role in implementing respon- make meaning of their experiences in their re- sible AI within their organization. A concerted sponsible use of GenAI, but also looks at a largely effort was made to obtain a diverse representa- unregulated environment, i.e. the United States, tion of association leadership and membership, versus a regulated environment, i.e. Czechia. agency, corporate, and NGO and breadth and length of experience according to each country’s Literature Review demographic profile of GenAI users in the pub- lic relations profession. The literature review includes scholarly litera- ture on public relations practitioner use of Ge- Results and Conclusions nAI (Yue, 2024) but also looks at deontological The study revealed that while utilizing GenAI, theory (Bowen, 2024) to reflect on best practices most practitioners in both countries view hu- to do what is ethically and morally right despite man oversight and human intelligence in man- the regulatory environment. Due to the rapid aging the final product as essential to responsi- trajectory and nuances of the geopolitical en- ble public relations for responsible AI. The role vironment that the use of GenAI is developing, modern strategic communication management of the individual’s commitment is paramount, theory (Zerfass, 2024) is also examined to ul- as expressed in deontological theory (Bowen, timately guide a recommendation for globally 2024), and as a mandate for responsible AI. As is responsible strategic communication/public re- demonstrated in other research on this develop- 4 A 83 bstrActs ing technology (Zerfass, 2024), opinions varied References on actual practice on many issues. The variance Bowen, S. A. (2024). “If it can be done, it will was more pronounced based on technical ex- be done:” AI Ethical Standards and a dual perience rather than determined by regulated role for public relations. Public Relations Re- vs. unregulated environment. For example, the view, 50(5), 102513. https://doi.org/10.1016/j. more likely they were to use paid tools, have a Germinder, L. A., & Capizzo, L. (2024). A Stra- written AI policy and express concerns about more technical knowledge a participant had, the pubrev.2024.102513 countries were using free tools versus paid tools sponsible Advocacy. International Journal of that offered more security. Both countries’ par-Strategic Communication , 1-17. https://doi.org ticipants suggested that the need for GenAI ed-/10.1080/1553118X.2024.2430959 privacy and security. Many participants in both Contextualizing Responsible AI as Part of Re- tegic Communication Practitioner Imperative: ucation and training will be an ongoing process. Transparency in disclosing the use of AI varied Tracy, S. J. (2024). Qualitative research methods: for both countries. However, only a few Cze- Collecting evidence, crafting analysis, commu- chia participants were concerned that the EU nicating impact. John Wiley & Sons. AI Act would soon mandate specific guidelines Yue, C. A., Men, L. R., Davis, D. Z., Mitson, R., for compliance. Except for those participants in Zhou, A., & Al Rawi, A. (2024). Public Rela- leading association positions, awareness of regu- tions Meets Artificial Intelligence: Assessing latory compliance and association guidance was Utilization and Outcomes. Journal of Public low to nonexistent. The limitation of the study Relations Research, 36(6), 513-534. https://doi. was primarily in scheduling across time zones org/10.1080/1062726X.2024.2400622 consideration should be given to adding a third Zerfass, A. Buhman, A. Laborde, A. Moreno, during a holiday period. For future research, country for comparison in another regulatory A. Romenti, S., & Tench, R. (2024). European Communications Monitor 2024. Managing environment. tensions in corporate communications in the Practical and Social Implications context of geopolitical crises, artificial intel- ligence, and managerial learning. European The implications are public relations profession- Public Relations Education and Research As- als have a personal commitment to ethical be- sociation (EUPRERA). www.communication- havior and human oversight is paramount. Most monitor.edu participants indicated a desire to learn more come from various sources. Leaders in profes-about AI but that training and education could Keywords sional associations acknowledged the need to go AI, artificial intelligence, responsible artificial in- beyond an ethical framework of AI guidelines telligence, responsible public relations, strategic with more practical training to help position the communication strategic communication/public relations pro- fession as leaders in implementing responsible AI. 4 A 84 bstrActs The Role of AI-Generated Greenfluencers in Sustainability Messaging: Authentic Advocacy or Algorithmic Greenwashing? Geysi, Nilüfer, Bahçeşehir University (Turkey) Introduction and purpose of the study adoption. To better understand how influencers As social media and digital technologies perme- affect sustainable behaviors, particularly among younger generations (Opree, 2025), it is crucial ate modern life, sustainability has naturally be- to examine audience perceptions. come a key online theme. This has led to the rise of “greenfluencers,” individuals who advocate for The emergence of AI influencers (e.g., Miquela environmental causes and encourage sustain- Sousa on Instagram) presents a novel communi- able practices (Kapoor et al., 2022). While their cation strategy with unexplored implications for impact is debated in corporate and academic sustainability. While AI’s potential in marketing circles, the advent of generative AI presents a is recognized, its role in promoting sustainabil- new dimension: the “AI influencer.” Created and ity, especially regarding the risk of perpetuating managed by diverse organizations for various greenwashing, remains largely unexamined. environmental purposes, these AI-driven perso- This study addresses this gap by analyzing the nas raise a critical question: Do they contribute impact of AI influencers on perceptions of au- to authentic sustainability advocacy or perpetu- thentic sustainability advocacy. ate greenwashing through algorithmically gen- erated content? This study explores this question Methodology by comparing the impact of human greenfluenc- ers with their AI counterparts. This experimental study will examine the impact of AI versus human influencers on sustainability Literature review messaging among young adults aged 18-26. The study will be conducted online in April 2025 in Sustainability communication increasingly re- Turkey. Two groups will be exposed to compara- lies on influencer marketing to shape public ble sustainability messages, one delivered by AI behavior. Greenfluencers advocate for respon- influencers and the other by human influencers. sible lifestyles, engage in climate activism, offer Content structure, visual style, and sustainabili- practical sustainability-focused solutions, and ty claims will be carefully controlled across both promote eco-conscious products and brands message types to ensure comparability. (Pittman and Abell, 2021). Grounded in Ban- dura’s social learning theory (1977), these influ- The study will analyze three main dependent encers have the potential to influence behavioral variables: credibility perception, behavioral in- 4 A 85 bstrActs fluence, and greenwashing perception, aiming to with obstacles. The findings of this research will answer the following research questions: be significant for communication profession- (1) To what extent do audiences trust sustain- als, as they demonstrate an assessment of a tool ability claims made by AI versus human influ- that may affect various sustainability-focused encers? communication strategies. Moreover, due to the (2) Compared to human influencers, are framework, this study aims to contribute mean-AI-generated sustainability messages persuasive ingfully to the ongoing dialogue surrounding enough to drive pro-environmental behavioral social impact and to ultimately foster a more just change? and sustainable world. (3) Do audiences perceive AI influencer sus- tainability messaging as genuine or identify References potential greenwashing tactics? The study will Bandura, A. (1977). Social learning theory. En- also consider additional variables including en- glewood Clcffs, NJ: Prentcce-Hall. vironmental knowledge, nature connectedness, Kapoor, P. S., Balajc, M. S., & Jcang, Y. (2023). prior exposure to AI influencers, general trust in Greenfluencers as agents of social change: The AI-generated content, and brand associations. effectiveness of sponsored messages in driving sustainable consumption. European Journal of Results and conclusions Marketing, 57(2), 533-561. This study aims to contribute to the growing Opree, S. J. (2025). Reducing impact to make body of scholarship exploring the effectiveness an impact: Promoting sustainable lifestyles and ethical implications of AI-driven influenc- among youth. Journal of Children and Media, ers in sustainability communication. By examin- 18(1), 1-5. ing the intersection of AI, influencer marketing, Pittman, M., & Abell, A. (2021). More trust in and greenwashing, it offers insights into how fewer followers: Diverging effects of populari- digital technologies shape perceptions of corpo- ty metrics and green orientation social media rate accountability and influence sustainability influencers. Journal of Interactive Marketing, narratives. 56, 70-82. However, the study has limitations. Conduct- ed within a specific cultural context (Turkey), Keywords the findings may not be generalizable to other greenfluencers, ai influencers, greenwashing, arti- cultural settings. The focus on greenfluencers, ficial intelligence, sustainability known for their environmental commitment, communication may create a pre-existing perception of credi- bility around their sustainability messaging, po- tentially biasing the results. This inherent bias should be considered when interpreting the findings. Practical and social implications The urgency of achieving sustainability de- mands that we critically examine and refine our approaches. The path forward is complex and 4 A 86 bstrActs Artificial Intelligence and Art Marketing in Brand Communication: The Example of Refik Anadol Gözde Tayfur, Nur, Istanbul Yeni Yuzyil University (Turkey) Artificial Intelligence; it is one of the frequently is where brands benefit from the power of art preferred current technologies due to its ben- to communicate with their target audiences. In efits such as data analysis, automation, speed, this way, brands seek to translate the intellectual, efficiency, personalisation, innovative prod- high and remarkable qualities of art into brand uct and service delivery. Artificial intelligence values. Today, many global and local brands technologies, initially used mainly in analytical benefit from the power of art in their commu- fields such as logic and mathematics, have now nications. Examples of these communication managed to influence many disciplines. One activities include collaborations with artists, art of the disciplines affected by this technology is sponsorships and brand-owned museums. art. Although it is surprising that a field like art, with an abstract subject and a message that var- The study highlights the brands’ collaborations ies from person to person, should be affected by with world-renowned digital artist Refik Anadol. artificial intelligence, it is possible with today’s Refik Anadol uses algorithms and artificial in- technologies. telligence to bring digital artworks to life. For Anadol, which aims to provide art lovers with a The concept of art, which is called digital art visual and emotional experience, technology is and develops in parallel with technology, has not just a tool, but a fundamental component of reached a different dimension with artificial in- art. In 2014, Anadol founded Refik Anadol Stu- telligence. With the development of digital art, dio (RAS) in Los Angeles, where he creates art classical art equipment such as brushes, paints works in partnership with creativity and artifi- and canvases have been replaced by technolo- cial intelligence. In addition, the artist analyzed gies such as data, algorithms and artificial in- the data obtained from NASA through artificial telligence. This situation has naturally changed intelligence and realized an exhibition called the way art is consumed. Digital art is notable Machine Memories: Space. for digital natives, who actively use online social networks and place technological developments One of the artist’s most striking works is the at the centre of their lives. Brands are looking for artificial intelligence installation he created on ways to differentiate themselves from their com- the exterior of the Walt Disney Concert Hall. petitors, reach their target audiences and con- Refik Anadol’s artificial intelligence-based artis- nect with them emotionally. However, it is not tic works make a huge impact on a global scale easy to influence today’s consumers, who have and he collaborates with many brand artists. The instant demands, are interested in technology, artist collaborates with many brands around the are indecisive and have low brand loyalty. This world. This study draws attention to the part- 4 A 87 bstrActs nerships between art and artificial intelligence The study carried out a content analysis using in the communication activities of brands. The the case study method, which is a qualitative universe of the study includes collaborations be- research method. Research shows that artificial tween brands and artificial intelligence-focused intelligence is having a profound impact on the digital artists. arts and that global brands are benefiting from the arts in their communication strategies. The The sample of the research is the collaboration research indicates that brands want to influence of Bulgari and Turkish Airlines brands with Re- their target audiences and support their brand fik Anadol. The research is limited to these two awareness by using artificial intelligence and art brands. The reason for this is that Bulgari, as in their communication strategies. Whether ar- an Italian luxury brand, is a global brand that tistic works created with artificial intelligence shapes fashion, and Turkish Airlines is in the are as effective as classical works of art on the Guinness World Record book as the airline that target audience may be the subject of further re- flies to the most countries in the world. Bulgari search. It can be investigated whether this meth- collaborated with Refik Anadol to celebrate the od preferred by brands in their communication iconic Serpenti collection in 2021. Anadol cre- strategies is effective on the target audience. ated a three-dimensional artificial intelligence sculpture inspired by the brand’s iconic Serpen- Keywords Duomo, in the centre of Milan. Turkish Airlines ti snake. The sculpture met art lovers in Piazza artificial intelligence, art, brand, brand commu- also established a business partnership with Re- nication fik Anadol in 2024. Inner Portrait, created by Refik Anadol for Turkish Airlines, uses artificial intelligence analysis to visualise the emotional data of passengers travelling abroad for the first time. 4 A 88 bstrActs The Integration of Artificial Intelligence in Public Relations Education: Opportunities and Implications for Governance, Quality, and Ethics Grossbard, Alain, RMIT University (Australia) Introduction and Purpose of the Study Methodology Artificial Intelligence (AI) is revolutionizing This qualitative study employs a case study ap- public relations (PR) education by equipping proach, drawing on experiences from the au- students with tools that enhance productivi- thor’s PR students enrolled in university pro- ty, creativity, and analytical capabilities. This grams across Victoria, Australia, over the past study explores how AI can elevate the learning two years. Data were gathered through assign- experience for university PR students and bet- ments, tutorials, and semi-structured interviews ter prepare them for industry challenges, while to explore students’ engagement with AI tools addressing critical governance, quality, and eth- like ChatGPT, Grammarly, and Meltwater. This ical concerns. The study is guided by the central approach facilitated an in-depth understanding question: What are the opportunities and chal- of how AI is used in educational settings and its lenges of integrating AI into public relations ed- practical outcomes (Marr, 2020). ucation? Results and Conclusions Literature Review Findings reveal that AI tools significantly en- AI is recognized for its ability to bridge the divide hance students’ abilities to tackle complex PR between theoretical concepts and practical ap- scenarios. For instance, Sarah M., a PR student, plications in PR education. Tools like ChatGPT, utilised ChatGPT to draft a crisis communi- Grammarly, and Meltwater enable students to cation plan for a product recall involving con- refine their writing, design effective campaigns, taminated lettuce packaging sold in Australian and analyse audience behaviours. Previous re- supermarkets. The iterative drafting process al- search underscores AI’s potential to foster inno- lowed her to refine her strategy, resulting in a vation and adaptability in education (Anderson robust plan addressing stakeholder communica- & Rainie, 2018; Sun, 2023). However, challenges tion and media relations. such as the need for governance frameworks, concerns about data privacy, and the risks of AI Similarly, Rory L. leveraged an AI-driven sim- perpetuating biases highlight the importance of ulation tool to create a marketing communica- responsible usage and critical evaluation (Flori- tion strategy for launching a new vodka brand in di & Cowls, 2019). Australia. By responding to real-time feedback, 4 A 89 bstrActs he developed adaptive strategies to meet evolv- accountability are crucial to maintaining aca- ing consumer expectations. demic integrity. Despite these successes, challenges emerged. On a societal level, the ethical implications of AI Over-reliance on AI can hinder critical thinking use in education are significant. Misrepresenting and originality. Maya H., another PR student, AI-generated content as original work under- drafted a media pitch using an AI tool for an mines the educational process and can compro- innovative mathematical learning product tar- mise professional standards. Rachel P., a student geting primary school students struggling with who analysed a corporate social responsibility numeracy. While her draft was coherent and initiative involving second-hand clothing dona- grammatically accurate, it lacked the cultural tions to homeless shelters, demonstrated ethical and contextual nuance necessary for its intended accountability by documenting the tool’s lim- audience, requiring substantial revisions. These itations and including a disclaimer in her anal- cases illustrate the dual nature of AI’s integra- ysis. This example underscores the importance tion—offering significant benefits but demand- of cultivating ethical awareness among students ing careful oversight. to prepare them for socially responsible profes- sional roles. Governance issues were also prominent. The absence of clear institutional policies increases Conclusions risks of academic dishonesty, as AI tools may AI holds immense potential to transform PR be misused for generating assignments with- education by enhancing students’ creativity, out proper attribution. Data privacy concerns productivity, and analytical skills. However, in- are another significant issue, as many AI tools tegrating AI requires caution, addressing gov- collect and store user data. Compliance with ernance, quality, and ethical concerns. By fos- privacy regulations like the Australian Privacy tering critical thinking and establishing robust Act 1988 and the General Data Protection Reg- governance frameworks, educators can ensure ulation (GDPR) is essential. Additionally, the that AI functions as a tool for innovation rather biases inherent in AI algorithms can perpetuate than a crutch. Future research should examine discriminatory practices, necessitating rigorous the long-term impact of AI on PR education evaluation of AI outputs by both educators and across diverse regions and contexts. students. Practical and Social Implications The integration of AI in university PR education offers substantial practical benefits. AI tools fa- cilitate realistic simulations, fostering creativity, adaptability, and problem-solving skills among students. For instance, AI-powered simulations enable students to experience dynamic PR chal- lenges, better preparing them for industry com- plexities. However, to ensure responsible usage, educators must establish governance frame- works and ethical guidelines. Training students in AI literacy and promoting transparency and 4 A 90 bstrActs References Anderson, J. Q., & Rainie, L. (2018). Artificial intelligence and the future of humans. Pew Re- search Center. Corporation for Digital Scholarship. (n.d.). Zo- tero (Version x.x) [Computer software]. Re- trieved January 25, 2025, from https://www. zotero.org/ Floridi, L., & Cowls, J. (2019). A unified frame- work of five principles for AI in society. Har- vard Data Science Review, 1(1). Marr, B. (2020). Artificial intelligence in practice. Chichester: Wiley. OpenAI. (2023). ChatGPT (Jan 2024 version) [Large language model]. Retrieved from https://chat.openai.com/ QuillBot. (n.d.). QuillBot AI Writing and Para- phrasing Tool. Retrieved January 25, 2025, from https://www.quillbot.com/ Sun, Z. (2023). AI applications in media writing. Media and Society, 58(2), 145–158. Keywords artificial intelligence, public relations education, ethics, governance, quality 4 A 91 bstrActs We are only Human: How Strategic Communicators can lead in the Age of Artificial Intelligence Hung, Olivia, McMaster University (Canada) Introduction Summary of Literature Review Artificial intelligence (AI) is poised to disrupt The literature review covered five main areas: our world through macroeconomic, social, and 1. The current AI landscape and definitions. legal changes. This study examined how and to 2. AI-human trust (Waxman, 2019). what extent strategic communicators can emerge 3. Public relations theory and strategic com- as leaders in the age of AI. It identified the issues munication. that intersect AI and communications, reviewed 4. Media in the post-truth world. AI risks to organizations and the strategic com- 5. The state of the strategic communicator’s municator’s role in mitigation, and examined skill, attitude, and adoption of AI, including whether the industry is ready to lead. the work of Gregory et al. (2023). Research Problem and Questions Methodology This capstone study investigated the strategic The research method included a literature re- communicator’s role within the AI landscape view, a content analysis of 75 articles featuring and identified how communicators can become technology leaders, and in-depth interviews strategic counsellors at the AI decision-making with eleven industry experts in Canada, the table. The research questions are below. United States, and the United Kingdom. A tri- RQ1: What are the emerging issues in AI, and validity through converging evidence. The study angulation approach ensured greater construct how and to what extent do they impact the com- was bounded by the period from October 31, munications field? 2022 to September 18, 2023. RQ2: How and to what extent can strategic Results and Conclusions communicators contribute to AI leadership and help mitigate organizational risks ? RQ1: Issues in AI and Intersection With Com-munications RQ3: How and to what extent are strategic com-municators prepared to upskill in AI and step Figure 1 identifies emerging issues in AI from into an organizational AI leadership role? the content analysis. The interview results are displayed in Figure 2. Figure 3 illustrates the Three Levels of AI-PR Issues model. The model visualizes specifical- 4 A 92 bstrActs Figure 1: Top AI Issues Identified Word Cloud Figure 2: AI Issues From In-Depth Interviews By Theme 4 A 93 bstrActs Figure 3: The Three Levels of AI-PR Issues ly how and where AI intersects with PR. The RQ3: Strategic Communicator’s AI Readiness macro level concerns broad societal issues. The To Lead meso level outlines AI issues at the organization level. The micro level is focused on the practi- The results found greater awareness of AI in the tioner and the profession. The findings show a industry but a lack of knowledge. The industry is high level of overlap between AI and the public not ready to lead, but a pathway to AI leadership relations industry, and the overlaps between the is identified in Figure 4. three levels. Limitations and Future Research RQ2: How Strategic Communicators Can Mit- igate Risks and Provide Leadership Limitations include biases in selecting interview participants and a small sample size. The tech- The interview results identified eight areas of nology leaders in the content analysis were all leadership where strategic communicators can white males. A single coder coded the content help manage the organizational risks posed by analysis, so inter-coding reliability was not es- AI, as seen in Table 1. tablished. Future study ideas include: The study’s results do not support the idea that 1. Interview CEOs to understand their chal- AI will soon replace strategic communicators. lenges and opportunities with AI and how Strategic communicators who leverage AI will they expect the CCO to help them navigate. be freed from tedious tasks, allowing them to 2. Study how trust is impacted as AI capabili- pursue more strategic work. The study found or- ties, levels of interactivity, and communica- ganizational leaders trust strategic communica- tion styles become more sophisticated. tors to provide a critical eye on the big picture. 4 A 94 bstrActs 4 A 95 bstrActs Figure 4: Pathway to AI Leadership for Strategic Communicators Practice Implications Micro leadership The recommendations below are framed within 1. Follow the best practices from industry as- sociations. the three levels of AI-PR issues. 2. Actively test new AI tools and upskill. Macro leadership 3. Find ways to use AI strategically and com- plement core capabilities. 1. Contribute to AI in PR Scholarship. 2. Drive the conversation about the pitfalls and opportunities of AI in society. References Meso leadership 3. Support efforts to regulate AI and develop Gregory, A., Valin, J., & Virmani, S. (2023). Hu- transparent, fair, inclusive, and ethical AI mans needed more than ever; New CIPR AI in that embraces human agency. PR report finds AI tools assisting with 40% of PR tasks . Chartered Institute of Public Relations. https://newsroom.cipr.co.uk/humans-need - 1. Show leadership by evaluating the level of ed-more-than-ever-new-cipr-ai-in-pr-report- risk, impact, and alignment on AI initiatives. finds-ai-tools-assisting-with-40-of-pr-tasks/ 2. Facilitate an open culture where honest con- Waxman, M. (2019). versations about AI can take place. My BFF is a Chatbot: Ex- 3. Advocate for training resources. amining the nature of artificial relationships, and the role they play in communications and 4. Consider AI with a DEI lens. trust . https://www.researchgate.net/profile/ Martin-Waxman/publication/339291991_Ex - amining_the_Nature_of_Artificial_Relation- ships_and_the_Role_They_Play_in_Com- munications_and_Trust_MCM_Capstone/ 4 A 96 bstrActs links/5e483b2692851c7f7f3dd96a/Examin- ing-the-Nature-of-Artificial-Relationships- and-the-Role-They-Play-in-Communications- and-Trust-MCM-Capstone.pdf Keywords AI, Strategic Communication, Leadership 4 A 97 bstrActs The Impact of Artificial Intelligence on PR: Enhancing Crisis Management, Audience Engagement and Skepticism Hürmeriç, Pelin, Yeditepe University (Turkey) Demirel, Ege Simge, Yeditepe University (Turkey) Introduction Literature Review Crises are unexpected events that threaten the Crisis communication requires careful planning existence of an organization. Organizations and precise execution. According to Coombs must communicate effectively with their sta- (2007), denial, diminish, and rebuild are three keholders, and crisis communication is criti- key strategies outlined in the SCCT that help or- cal in public relations (PR). It is a multifaceted ganizations mitigate the adverse outcomes of a process requiring well-crafted strategies to safe- crisis. Regardless of the strategy employed, stake- guard a company’s survival. Coombs’ (2007) Sit- holder engagement remains the cornerstone of uational Crisis Communication Theory (SCCT) effective crisis communication. Achieving this stands out as one of the most prominent classical requires a clear narrative structure in crisis mes- theories in crisis communication, helping orga- sages, a dialogue-oriented tone, and a trusted nizations mitigate negative impacts. With the communicator’s delivery of crisis information advancement of Artificial Intelligence (AI) tech- (Yang, Kang, & Johnson, 2010). Organizations nologies, AI tools have also emerged as valuable must adopt a strategic approach integrating di- assets in crisis communication, both during and verse communication theories and practices, after a crisis. These tools can assist in monitoring leveraging emerging technologies to adapt to the current situation, providing instructions, ad- the rapidly evolving digital landscape. AI tools justing information, or preparing communica- are increasingly utilized to measure, create, and tion materials to engage stakeholders effective- evaluate crisis communication efforts. While re- ly. However, the use of AI-automated tools can al-time, AI-supported communication channels sometimes foster skepticism among stakehold- can enhance audience engagement on a broader ers, potentially resulting in a negative impact on scale, they may also elicit skepticism due to the ine how organizations utilize AI technologies in ticism could weaken the audience’s connection with the organization. audience engagement. This study aims to exam- absence of direct human interaction. This skep- crisis communication and how individuals per- ceive organizational responses during crises. It also explores the differences between AI-driven Methodology and in-person responses, focusing on their ef- This study aims to identify AI-related strategies fects on skepticism and audience engagement. and tools organizations utilize in their crisis communication efforts. It also examines how individuals perceive organizational responses 4 A 98 bstrActs between reactions generated by AI and those Coombs, W. T. (2007). Protecting organization delivered in person. Additionally, the study ex- during crises and whether they can distinguish References plores the differences between AI and in-person and application of situational crisis communi- reputations during a crisis: The development responses regarding their impact on skepticism cation theory. Corporate reputation review, 10, and audience engagement. 163-176. This study will employ the in-depth interview Gunawan, M. R., Samopa, F., & Mukhlason, method, a qualitative research approach. Two A. (2024). Navigating Consumer Skepticism: different sampling strategies and two distinct Conceptual Model of Distrust Detection and sets of questions will be prepared. In the first Recognition Technology Adoption Among phase, in-depth interviews will be conducted Online Shop Owners in Indonesia. In 2024 with 10 individuals in corporate communica- IEEE International Symposium on Consumer tion roles selected from Turkey’s top 10 most Technology (ISCT) (pp. 611-617). IEEE. reputable companies as identified by the Tur- Schick, J., & Fischer, S. (2021). Dear computer on key Reputation Index (Türkiye İtibar Akademi- my desk, which candidate fits best? An assess- si, 2024). These interviews aim to explore how ment of candidates’ perception of assessment AI-supported technologies are utilized in crisis quality when using AI in personnel selection. communication processes, including their ap- Frontiers in Psychology, 12, 739711. frequency of AI use and how organizations eval-plication before, during, and after a crisis. The Türkiye İtibar Akademisi. (2024). BrandTrust uate consumer responses during crises will also Insight 2024. be addressed. Yang, S. U., Kang, M., & Johnson, P. (2010). Ef- fects of narratives, openness to dialogic com- In the second phase, 10 individuals who have munication, and credibility on engagement in directly experienced a crisis with an organiza- crisis communication through organizational tion and were exposed to its communications blogs. Communication Research, 37(4), 473-within the last six months will be selected as 497. participants. This phase, shaped by the findings engagement and skepticism regarding the orga-from the first phase, seeks to measure audience Keywords nization’s crisis communication efforts. For au- Public Relations, Artificial Intelligence, Skepti- dience engagement, interactivity and emotional cism, Engagement engagement will be measured. Regarding skep- ticism, the study will focus on intention, per- ceived usefulness, attribution of responsibility, openness, and transparency (Gunawan, Samo- pa, Mukhlason, 2024; Schick, Fischer, 2021). Organizations must respond to crises on time. By leveraging AI technologies, organizations can better navigate crises, protect their reputa- tions, and ultimately emerge stronger from ad- verse situations. 4 A 99 bstrActs The PR Roots of Modern Tourism – World War II Allied Soldiers in Rome Isaacson, Tom, Northern Michigan University (USA) Introduction Literature Review In the same month that Rome was liberated by Theofilou and Watson (2014) advocate for PR Allied soldiers in World War II – June 1944 – historians to explore how government PR has a guidebook was developed by the American been applied to shaping public opinion before, military titled during, and after historical events (including Soldier’s Guide to Rome (DeWald, 1944). This unique piece of tourism promotion, World War II) and the political, social, and eco- ments and Fine Arts Sub Commission, was the that approach by investigating the Allied gov- ernments’ efforts to influence soldiers’ behavior written by Major Ernest DeWald of the Monu- nomic impacts that follow. This research follows British, and New Zealand armed forces during in the understudied area of war tourism. first of five guides produced by the American, the Italian campaign. The guides were one part of a tourism infrastructure that was quickly de- Methodology veloped for wartime soldiers. Additional com- This historical case began with the initial dis- ponents – which are described in the final guide, covery of some of the soldiers’ guides available A Soldier’s Guide…ROME through online re-sale markets, and a visit to (1945) – included Red Cross and U.S. Army Rest Center tours, lo- a major U.S. university’s World War II archive. cations to meet Army-approved private guides, During the fall 2024, work was expanded sub- and shopping. different Rome-based academy libraries (Amer- ican, British, and German). The primary source and suggestions for opera, concert music, wine, stantially by on-site archival research at three War tourism in the Eternal City was promoted documents help reveal key aspects of the mili- tary organization that was created to promote using a broad range of promotional tactics that tourism to soldiers, and the strategy behind the included staged photography, story promotion development of tactical work. Some of these to the news media, and tourism recommenda- sources were labeled restricted – for example a tions in the military newspapers (e.g., Stars and Civil Affairs Handbook for Central Italy – and Stripes ). Little is known about this topic to date, were only to be viewed by those “in the service and it appears to be completely unexplored in of the United States and to persons of undoubt- the PR academy. This research seeks to explore ed loyalty and discretion who are cooperating the influences of World War II Allied soldier with Government work” (Army Service Forces tourism. Manual, 1943). Further, the contents of such handbooks could “not be communicated to the public or to the press except by authorized mil- 4 A 100 bstrActs Forces Manual, 1943). After an initial on-site World War II exposed many citizens of the reading, these materials were recorded and are itary public relations agencies” (Army Service Practical Implications under further review. erwise. Exposure seemed to impact future travel world to places they may have never seen oth- was used because many of the documents re- returning soldiers. The U.S. Army, for example, viewed are not digitally available and others are produced A Soldier’s Outline of Italian History rare enough to only be viewable under the su- for returning soldiers that attempted to provide The archival research to develop a historical case Allied Armies also attempted to influence their interests, something supported by data, but the pervision of the library’s archivist. information to make them “experts.” A soldier’s understanding of the history of Italy was “made Results/Conclusions real by having seen the places where notable Initial results of the research show a unique in- events happened,” and “would be one of the most fluence that existed in the United States where valuable souvenirs any soldier could take home the private sector reached out to the government with him from Italy.” Despite the well-docu- to encourage development of an infrastructure mented history of World War II, this relatively that focused on protecting art, monuments, unknown part of war tourism could improve was collaborative between the Americans and lations and how it contributed to the growth of th 20 and culture in the European War Theater. Work what is known about the history of public re- the British, and positive relationships were also century tourism. developed with resident Italian experts. A Civil Affairs Information Guide (1944), when asking Keywords officers to select “objects worthy of safeguard,” War Tourism, PR History, Internal Communica- encouraged the use of then-popular travel hand- tion books, included the German Baedeker guides, Touring Club Italiano, and Blue Guides. The Baedeker guides were labeled the most popu- lar, reliable and succinct guides, which also ef- fectively starred or double-starred monuments of the greatest importance. A further review is comparing the travel handbooks to the material included in the Allied soldier tourism guides. 4 A 101 bstrActs Employing artificial intelligence to streamline communication process Jeleč, Ivana, Faculty of Humanities and Social Sciences (Croatia) Šarić, Jelena, VERN’ University (Croatia) Ratkić, Hrvoje, VERN’ University (Croatia) Introduction and purpose of the study communication. Therefore, the balance between The rapid advancement of artificial intelligence AI automation and human expertise remains a critical area of research. (AI) has significantly transformed various indus- and visuals, and even optimizing strategic de- gration, and assess how AI-driven tools contrib- ute to the effectiveness of communication strat- cision-making (DiStaso & Bortree, 2020). This egies. The study aims to support communication paper explores the role of AI in optimizing com- professionals in leveraging AI technologies to munication process, emphasizing its potential enhance efficiency, creativity, and strategic im- to automate routine tasks and enhance engage- pact in their communication efforts. Ultimate- ment. practices by enhancing efficiency, personalizing pact of AI on processes within communication activities, identify quality practices for AI inte- communication, producing high-quality texts tools can reshape traditional communication tries, including public relations (PR). AI-driven The purpose of this study is to analyze the im- ly, the study aims to underscore the need for a AI technologies, such as natural language pro- balanced integration of AI in PR and market- ing – one that enhances efficiency and data in- cessing (NLP), machine learning (ML), and sights while upholding ethical standards and hu- predictive analytics facilitate sentiment analysis, man-centric communication principles. real-time crisis communication, and the devel- opment of data-driven campaigns (Wright & Hinson, 2017). It can be stated that the adoption Literature Review of AI in PR not only streamline process but also Given the ubiquity of AI in modern business, provides valuable insights for strategic commu- numerous authors have explored its benefits nication, helping organizations tailor their mes- across various industries, offering diverse per- saging to specific audiences more effectively. spectives on its application potential and ex- pected outcomes. Existing research on the appli- Despite the benefits, the integration of AI in PR cation of AI in PR and marketing (Tomić et al., and marketing activities raises concerns relat- 2022; Obradović et al., 2023; Jeong & Park, 2023; ed to ethical implications, authenticity, and the Herold et al., 2024) highlights its significant po- potential displacement of human profession- tential. Nonetheless, despite these contributions, als. While AI can process vast amounts of data no comprehensive research has been conduct- faster than humans, it lacks the creativity and ed in Croatia to thoroughly analyze the impact emotional intelligence necessary for nuanced of AI on the optimization of specific processes 4 A 102 bstrActs within the public relations and marketing sector. more effective stakeholder engagement. Howev- The extent to which AI can accelerate key oper- er, respondents may emphasize ethical concerns ational functions, such as crisis communication associated with AI, including potential biases management, content creation, and campaign in algorithmic decision-making and the risk of evaluation, both within agency settings and cor- misinformation dissemination and AI’s limita- porate communication departments, remains tion to fully replicate human creativity and emo- unexplored. tional intelligence. Methodology Practical and social implications Using the method of in-depth interview with The practical implications of AI in PR and mar- representative number* of communication ex- keting are anticipated to be evident in its abili- perts employed in PR and marketing agencies, ty to streamline workflows, reduce operational corporations and public organizations, this pa- costs, and improve the precision of communi- per aims to provide a comprehensive under- cation strategies. Organizations that integrate tion processes while addressing its limitations ations may benefit from increased efficiency and data-driven decision-making, leading to more standing of AI’s role in optimizing communica- AI-driven tools into their communication oper- AI tools, objectives, methods and frequency of By automating repetitive tasks, AI is expected to allow communication professionals to focus using AI in their communication activities), on high-value strategic activities, such as crisis this research should present insights into the Based on the output of participants (preferred effective audience targeting and engagement. and ethical challenges. practical applications of AI in PR and market- management and brand storytelling, ultimately enhancing the overall impact of public relations ing, fostering discussions on responsible AI use, efforts. and exploring the future trajectory of AI-driven From a societal perspective, AI’s role in PR and communication strategies. marketing is expected to have broader implica- *In-depth interviews will be conducted until data tions for public trust and ethical communication. saturation is reached. The ability to rapidly analyze and disseminate information could help combat misinformation Results and conclusion and improve transparency in corporate and gov- The findings from in-depth interviews are ex- ernmental communications. However, it may pected to highlight the transformative role of also raise concerns about data privacy, algorith- AI in optimizing communication processes. It mic biases, and the potential for AI-generated is anticipated that participants will report sig- content to manipulate public opinion. Address- ly in automating repetitive tasks such as media to ethical AI practices, regulatory frameworks, and ongoing professional development to ensure nificant improvements in efficiency, particular- ing these challenges will require a commitment dience sentiment analysis. AI-powered tools AI tools are used responsibly. monitoring, press release distribution, and au-are likely to enhance message personalization, allowing PR professionals to craft data-driven Keywords communication strategies tailored to specific artificial intelligence, integrated communication, demographics. Additionally, AI-driven analytics ai-driven tools, communication process optimiza- may provide deeper insights into campaign per- tion, strategic communication formance, enabling real-time adjustments and 4 A 103 bstrActs Artificial Intelligence in European Public Relations: Between Optimism and Underestimation Kaclová, Markéta, Charles University (Czech Republic) Hejlová, Denisa, Charles University (Czech Republic) Introduction and Purpose of the Study Monitor, 2024). On January 21, 2025, former U.S. President AI adoption presents communication leaders with a fundamental decision dilemma: while Donald Trump announced a $500 billion pri- automation increases efficiency, it risks dimin- vate-sector investment in artificial intelligence ishing advisory roles, shifting the profession’s infrastructure, led by OpenAI, SoftBank, and identity, and creating uncertainty about the Oracle under the Stargate initiative (Reuters, long-term strategic relevance of communication 2025). This significant investment underscores departments (European Communication Moni- the irreversibility of AI adoption in global in- tor, 2024). dustries, including public relations (PR) and strategic communication. The EU’s strict AI This study explores the rationale behind this op- regulations contrast sharply with the rapid AI timism, examining the perspectives of PR pro- adoption in the U.S. and China, where AI is fessionals and organizations in the Czech Re- widely integrated into communication tools and public. We have chosen a single-country study strategies. In China, state-controlled algorithms focusing on the Czech Republic due to its high and censorship on platforms like TikTok, Red- technology adoption rate and the specific role of Note, and Lemon8 create additional challenges the Czech language, which not only shapes local for EU communication professionals, who must culture but also poses challenges for AI imple- navigate both EU compliance and platform reg- mentation, as most generative AI tools are pri- ulations. marily optimized for English. Additionally, the Czech Republic serves as a representative case of Despite AI’s disruptive potential, research indi- a mid-sized European market where regulatory cates that European PR professionals do not per- frameworks, such as the EU AI Act, significantly ceive AI as a direct threat to their employment, influence AI adoption in public relations. Fur- challenging widespread fears of automation and thermore, the country’s strong digital infrastruc- obsolescence (Buhmann & White, 2022; Yue et ture and its developed communication industry al., 2024 (Cusnir & Nicola, 2024; Kelm & Johann, provide a compelling environment to study both 2024)). However, they also feel unprepared, with the opportunities and constraints of AI-driven many lacking sufficient education and guidance transformation within public relations. on AI systems, creating a skills gap that must be addressed to ensure responsible and strate- gic implementation (European Communication 4 A 104 bstrActs The research questions guiding this inquiry are: underestimate its long-term impact (European RQ1: What factors contribute to PR profession- Communication Monitor, 2024). als’ lack of concern regarding AI-induced job losses? This study contributes to the growing discourse RQ2: How do PR professionals conceptualize by providing empirical evidence from both PR AI’s role within strategic communication and practitioners and organizations, mapping their PR practice? attitudes and usage of AI while identifying areas of optimism, scepticism, and underestimation. Literature Review Existing research on AI in PR presents a complex Methodology duality of opportunity and challenge, change for This study synthesizes findings from two inde- certain (USC Annenberg, 2023; ICCO, 2024; pendent surveys conducted in Central Europe in PRovoke Media, 2023; (Zerfass et al., 2020)). 2024, both exploring the adoption of AI in the While AI enhances efficiency in content creation, public relations (industry: data analysis, and stakeholder engagement, con- A mixed-methods study combining a survey cerns persist regarding standardization, ethical (N=200) and semi-structured interviews (N=16) risks, and the loss of human creativity (Panda et with PR professionals from the Czech Republic, al., 2019; Moore & Hübscher, 2021; Ashworth, Slovakia, and Poland. This study examines at- 2023; ICCO, 2024; (Bruce & Bailey, 2023)). titudes toward AI, adoption levels, and ethical Scholars emphasize the importance of main- considerations related to its use in PR. taining human oversight and ethical governance A qualitative study based on semi-structured in- to prevent over-reliance on AI-generated con- terviews with 20 members of APRA, the Czech tent and misinformation risks (Kamruzzaman, PR Association, part of the mapping of the cre- 2022). ative industries within the Czech Republic. One part of the research focused on how leaders of AI may help with many labour-intensive task, PR agencies perceive AI’s impact on creative cerns about the potential reduction in junior and Together, these studies aim to capture both sta- technical roles. This shift is particularly trou- which - as Bourne (2019) observes - raises con- processes and employment trends. bling for young professionals under the age of While offering a national perspective, the find- tistical trends and nuanced qualitative insights. 35, who are already voicing apprehensions about ings also contribute to the broader European the long-term viability of the industry (Zerfass discourse on AI’s role in the PR industry. et al. 2020). The adoption of AI tools has surged over the Results and Conclusions past three years, with more than half of profes- Findings reveal that only 5% of PR professionals sionals reporting frequent or occasional use of have never used AI, while all surveyed agencies such tools (ICCO, 2024; CIPR, 2024). In Slo- report employing it—primarily for text-based vakia and the Czech Republic, adoption rates tasks. PR agencies perceive AI as an efficient tool are even higher, reaching 92% (Kantar, 2024). that simplifies work, particularly by automating However, the 2024 European Communication processes and managing data, allowing profes- Monitor highlights that AI adoption in PR re- sionals to focus on core skills. mains inconsistent, with some sectors readily embracing its benefits while others continue to 4 A 105 bstrActs While PR agencies acknowledge the opportu- tion of the process behind its output. nities AI offers to enhance efficiency, they also 5. General techno-optimism – European pro- express apprehension about its implications fessionals tend to embrace technological for the profession. The primary concern lies in innovation with optimism, sometimes un- maintaining competitiveness in the market, par- derestimating AI’s disruptive potential (Eu- ticularly if agencies fail to adopt AI effectively. ropean Communication Monitor, 2024). The research identifies five key factors influenc- ing European PR professionals’ confidence in Implications and Future Research AI: 1. Low national unemployment rates – AI-re- The underestimation of AI’s role and potential lated job losses are perceived as a minor con- could pose risks for the PR industry if profes- sionals fail to adapt in time or adapt too wildly. cern in an economy with strong job securi- For PR industry bodies and national associa- ty. PR professionals in the Central Eastern European region do not fear job displace- tions, these findings highlight the need to prior- itize AI literacy, training, and ethical education. ment and hold a largely positive outlook on Initiatives such as the Warsaw Principles (Fors- the anticipated changes, looking forward to gård, 2023) and industry code of ethics should having more time for strategic and creative be actively promoted to ensure responsible AI work. Agencies emphasize that AI enables integration (Buhmann & White, 2022). them to focus on high-value tasks, potential- ly improving service quality and maintaining competitiveness. AI is primarily seen to au- At the same time, the Czech case study suggests tomate repetitive tasks and streamline pro- that familiarity with AI tools leads to greater cesses, yet concerns persist about whether confidence rather than fear. This insight is valu- its impact on the PR profession will be more able for policymakers, educators, and industry beneficial or detrimental. leaders designing AI training programs tailored 2. Familiarity reduces fear – Frequent exposure to communication professionals (Panda et al., to AI tools has led to a decline in anxiety, as 2019). professionals recognize that AI-generated content requires substantial human inter- Moreover, geopolitical risks associated with AI vention (Yue et al., 2024). and communication are often overlooked or 3. Language barriers – Many generative AI under-researched, despite their growing signifi- tools struggle with Czech and other minori- cance. This is evident in the ongoing debates over ty languages, limiting their effectiveness out- the regulation of TikTok and other social media side English-speaking contexts. platforms, where concerns about data security, 4. Misconceptions about AI’s role – AI is of- algorithmic influence, and state-controlled con- ten seen as merely an advanced writing tool tent moderation intersect with national security rather than a strategic communication asset. and digital sovereignty issues. More cross-dis- Despite its growing adoption, professionals ciplinary research integrating communication remain cautious and often rework AI-gen- studies, political science, technology ethics, and erated content, viewing AI as an assistant or cybersecurity is essential to fully understand tool rather than an autonomous creator. This and mitigate these emerging challenges. perspective also explains their reluctance to disclose the extent of AI use to clients, liken- However, limitations remain. While the study ing it to a typewriter—a straightforward tool covers a substantial portion of the Czech PR that does not necessitate detailed explana- market, it relies on self-reported data and larg- 4 A 106 bstrActs er agencies and may not fully capture emerg- icco-ratifies-principles-for-ethical-use-of-ai- ing adoption trends among smaller companies, in-public-relations-at-2023-global-summit- should track longitudinal AI adoption trends, ICCO. (2024). ICCO World Report 2023-particularly focusing on whether the underesti-organizations and freelancers. Future research in-warsaw-3279139 expand. loads/2024/01/ICCO-report-2023-interactive. pdf mation of AI’s impact will shift as its capabilities 2024. ICCO. https://zfpr.pl/wp-content/up- References Kamruzzaman, M. M. (2022). Impact of social Ashworth, M. (2023). Fascinated and Fright- Mitigating the risks by developing artificial media on geopolitics and economic growth: ened: How are communications professionals intelligence and cognitive computing tools. viewing the AI opportunity ahead? WE Com- Computational Intelligence and Neuroscience, munications. https://www.we-worldwide. 2022 (1), 7988894. com/media/i5sjuvsa/fascinated-and-fright- ened-ai-in-comms_we-annenberg-2023.pdf Kantar. (2024). AI výzkum: Žijí čeští a slovenští Bourne, C. (2019). AI cheerleaders: Public rela- marketéři v AI bublině? KANTAR - Česká tions, neoliberalism and artificial intelligence. Republika. https://cz.kantar.com/2024/06/ai- vyzkum-ziji-cesti-a-slovensti-marketeri-v-ai- Bruce, S., & Bailey, T. (2023). Global Com- Kelm, K., & Johann, M. (2024). Artificial intel- mtech Report 2023 . GLOBAL COMMTECH ligence in corporate communications. Cor- REPORT 2023. https://www.purposefulre- Public Relations Inquiry, 8(2), 109–125. bubline/ lations.com/wp-content/uploads/2023/06/ porate Communications: An International port-2023.pdf content/doi/10.1108/CCIJ-04-2024-0051/full/ html Purposeful-Relations-Global-CommTech-Re- Journal. https://www.emerald.com/insight/ Buhmann, A., & White, C. L. (2022). Artificial cations. In munication and AI: Public relations with intel- The Emerald Handbook of Comput- Routledge. intelligence in public relations: Role and impli- Moore, S., & Hübscher, R. (2021). Strategic com- er-Mediated Communication and Social Media ligent user interfaces. (pp. 625-638). Emerald Publishing Limited. Panda, G., Upadhyay, A. K., & Khandelwal, K. CIPR. (2024). (2019). Artificial intelligence: A strategic dis- State of the profession 2024 . 77. https://cipr.co.uk/common/Uploaded%20 ruption in public relations. Journal of Creative files/Policy/State%20of%20Prof/CIPR_State_ Communications, 14(3), 196-213. of_the_Profession_2024.pdf PRovoke Media. (2023). AI in the Communi- Cusnir, C., & Nicola, A. (2024). Using genera- cations Industry 2023. Www.Provokemedia. tive Artificial Intelligence tools in Public Re- Com. https://www.provokemedia.com/docs/ lations: Ethical concerns and the impact on default-source/default-document-library/sp- munication & Society, 309–323. https://doi. The USC Annenberg 2024 Relevance Report. org/10.15581/003.37.4.309-323 (2023). USC Annenberg School for Commu-the profession in the Romanian context. pr-ai-report_final.pdf Com- Forsgård, C. (2023). Principles for Ethical Use nication and Journalism. https://annenberg. of AI in Public Relations. Iccopr.Com. https:// usc.edu/research/center-public-relations/rele- www.mynewsdesk.com/iccopr/pressreleases/ vance-report 4 A 107 bstrActs Yue, C. A., Men, L. R., Davis, D. Z., Mitson, R., Zhou, A., & Al Rawi, A. (2024). Public rela- tions meets artificial intelligence: Assessing utilization and outcomes. Journal of Public Re- lations Research, 36(6), 513-534. Zerfass, A., Buhmann, A., Laborde, A., Moreno, A., Romenti, S., & Tench, R. (2024). Europe- an Communication Monitor 2024. Managing tensions in corporate communications in the context of geopolitical crises, artificial intelli- gence, and managerial learning. Published by the European Public Relations Education and Research Association (EUPRERA), Bd. Du Ju- bilé 71 bte 3, 1080 Brussels, Belgium. Zerfass, A., Hagelstein, J., & Tench, R. (2020). Artificial intelligence in communication man- agement. Journal of Communication Manage- ment, 24(issue 4), 377–389. Keywords Artificial Intelligence, Public Relations, Strategic Communication, Industry Adoption 4 A 108 bstrActs The Power of Listening: Examining the Impact of Organizational Employee Listening Competency on Engagement, Well-Being, and Mental Readiness Kang, Minjeong, Indiana University (USA) Introduction and Study Purpose Literature Review Organizational listening orientation and com- Research in organizational communication and petency play a critical role in shaping employee human resource management highlights the er, their influence on these employee outcomes, fostering workplace engagement and psycholog- ical safety (Kang & Moon, 2024; Moon & Kang, engagement, well-being, and resilience. Howev- importance of employee voice and listening in mains underexplored. Employee listening has 2024), Satay (2024) found the detrimental effects particularly in times of crisis and change, re- rale, yet empirical evidence on the real impact of methods, and inadequate analysis of employee organizational employee listening competency input—on both organizations and employees. (OELC) is still limited. These findings underscore the importance of recently emerged as a key factor in boosting mo- change-related policies, ineffective solicitation of inauthentic listening—caused by restrictive developing strong listening competencies (Satay Mentally prepared employees can navigate crises 2024). with confidence and creativity, effectively man- aging psychological and emotional challenges Kang and Moon (2024) emphasize that employ- without becoming overwhelmed by uncertainty ee listening should be an integral part of an or- (Pearson & Claire, 1998). This study aims to ex- ganization’s communication culture, reinforced employee engagement (EE) and employee work- tual orientation that values employee voices as essential to organizational success is key to fos- amine the role of OELC as a key antecedent of by its structure, policies, and procedures. A mu- ation process, ultimately predicting employees’ tering an effective listening environment. Kang place well-being (EWW) through a serial medi- mental readiness—specifically, their adaptability el Employee Listening Competency (OELC) as and Moon (2024) propose Organizational-Lev- and resilience in response to crises and organi- a comprehensive framework for understanding zational changes. how effective listening practices could impact employee outcomes. The OELC comprises four core dimensions of employee listening as the or- 4 A 109 bstrActs ganizational level competency: mutuality orien- can foster a psychologically safe and resilient tation & legitimacy of employee voice; Explana- workforce. Practically, organizations can apply tion of voice procedure & outcomes; Safe voice these insights to refine internal communica- culture with accessibility to voice; and Fair pro- tion strategies, emphasizing structured listening cedures to voice. mechanisms such as employee feedback sys- tems, leadership communication training, and Building on this foundation, the present study active response initiatives. Enhancing OELC aims to empirically examine how OELC fos- can lead to increased employee trust, job satis- ters employee engagement, enhances workplace faction, and overall well-being, thereby improv- well-being, and ultimately strengthens em- ing organizational performance and retention ployees’ mental resilience in the face of stress, rates. Moreover, in times of uncertainty or crisis, change, and crises. companies with strong listening cultures may be better equipped to support employees, ensur- efits of employee engagement (Qin, 2024) and findings highlight the need for organizations to prioritize listening as a strategic function rather While existing studies have explored the ben- ing a more agile and adaptable workforce. These OELC. Furthermore, the mechanisms through than a passive communication process. well-being, few have explicitly linked them to which OELC influences adaptability and resil- ience remain unclear. This study builds on pre- References vious research by positioning OELC as a critical Kang, M., & Moon, B. (2024). Organizational driver of positive employee outcomes, address- employee listening competency for participa- ing a significant gap in the literature. tory employee communication: Employee per- spectives. Journal of Public Relations Research, Scope and Method 36(6), 441–468. https://doi.org/10.1080/10627 This study employed an online survey of 600 26X.2024.2390466 full-time employees in the United States to em- Moon, B., & Kang, M. (2024). Breaking Employ- pirically test the relationships between OELC, ee Silence Through Dialogic Employee Com- EE, EWW, and employee adaptability and resil- munication: Mediating Roles of Psychologi- ience. Through a serial mediation analysis, the cal Safety and Psychological Empowerment. study examined how OELC fosters engagement Management Communication Quarterly, 0(0). and well-being, which in turn influences em- https://doi.org/10.1177/08933189241268866 ployees’ mental readiness to navigate crises and Pearson, C. M., & Clair, J. A. (1998). Reframing organizational changes. crisis management. Academy of Management Review, 23(1), 59-76. https://doi.org/10.5465/ Conclusion amr.1998.192960 The findings from this study will have significant Sahay, S. (2023). Organizational listening during theoretical and practical implications. Theoret- organizational change: Perspectives of em- ically, this research contributes to the literature ployees and executives. International Journal by providing empirical evidence on the direct of Listening, 37(1), 12-25. and indirect effects of OELC on employee out- comes. By establishing OELC as a key driver of EE, EWW, and crisis adaptability, the study offers a new perspective on how organizations 4 A 110 bstrActs Qin, Y. S. (2024). How internal listening inspires remote employee engagement: examining the mediating effects of perceived organizational support and affective organizational commit- ment. Journal of Communication Management. Keywords employee listening, organizational listening com- petency; employee engagement; employee well-be- ing; employee resilience 4 A 111 bstrActs Ethics in the time of AI – A South African perspective Kloppers, Elbé, North-West University (South Africa) Fourie, Lynnette, North-West University (South Africa) Generative AI transformed public relations and mative ethical role at management level. They public communication in ways that one could are regarded as the ethical conscience or moral not have imagined. The literature cites a pleth- compass of the organisation and should advise ora of benefits of including AI in communica- management on ethical values and expectations tion practices, including increased efficiency (Bowen, 2024; Buhmann & Gregory, 2023). This and productivity, improved content creation, underscores the importance of ethical guidelines synthesising data from multiple sources and on AI for communication practitioners. improved understanding and deeper insight into stakeholders’ needs and perceptions, lead- To guide communication practitioners, numer- ing to more customised and impactful messages ous international bodies, such as the Chartered and communication strategies (Yue et al., 2024; Institute of Public Relations, the Canadia Public Shabangu, 2024). Relations Society, the International Communi- cations Consultancy Organisation, the Public Scholars and communication professionals have Relations Society of America, the International however raised ethical concerns about uncriti- Public Relations Association and the Institute cally adopting AI tools to perform and enhance for Public Relations, compiled guidelines and communication practices. On a theoretical lev- principles for the ethical use of AI. Although el, Yue et al. (2024) highlight that transparency, relevant and important, these guidelines do not authenticity, and trust have traditionally been specifically focus on the ethical use of AI in de- valued in the public relations industry. These veloping countries. values can potentially be undermined by the use of AI since content, messages and even com- There are many differences between developed municators can be automated or fabricated. On and developing countries, implying that guide- a practical level, ethical dilemmas such as pri- lines proposed in developed contexts cannot vacy concerns, exacerbating bias, inequalities be uncritically adopted in developing contexts. and discrimination, mis-and dis-information, Some factors to consider include differences in data safety, copyright transgressions, disclosure infrastructure, social diversity and economic of sources, accountability, and job security have disparities (Nugraha & Shinta, 2024). In recent been identified as risks (Yue et al., 2024; Bowen, literature, contextual knowledge and context 2024). sensitivity have been highlighted as key in terms of AI usage and AI ethics, emphasising the im- PR and Communication practitioners are, how- portance of having context-specific guidelines ever, not only responsible for communication for the ethical use of AI in developing countries. functions in an organisation but also have a nor- There is currently a gap in the literature re- 4 A 112 bstrActs garding the ethical concerns of South African Understanding the ethical concerns of South communication practitioners about using AI in African communication practitioners regard- communication functions, and their views on ing the use of AI in communication functions, their role in the overall ethical use of AI in the and their views on being custodians of ethics in organisations they are employed. To address this organisations, can contribute to a better under- gap, and to contribute to guidelines for South standing of these issues in the unique context African communication practitioners on the of developing countries. The ethical guidelines ethical use of AI, this study proposes the follow- proposed by South African communication ing questions: practitioners can assist in developing guidelines specifically for developing countries in the Afri- RQ1 – What ethical concerns do South African can context. communication practitioners have regarding AI in communication functions? Keywords RQ2 – How do South African communication AI, Communication practitioners, Ethics, South practitioners view their role in the AI ethics of Africa their organisations at large? RQ3 – What guidelines do South African com- munication practitioners propose for the ethical use of AI in the communication context? To gain an in-depth and contextual under- standing of South African communication practitioners’ views of the ethical implications and challenges of using AI for communication functions, we will use a qualitative research ap- proach. Fifteen semi-structured interviews will be conducted with South African communica- tion practitioners operating in different contexts, including the corporate sector, higher education institutions and communication consultancies. Purposive sampling will be used to identify communication practitioners working in differ- ent contexts, with diverse levels of experience in the field of communication, and various levels of integrating AI in their communication prac- tices. This should contribute to a holistic under- standing of South African communication prac- titioners’ views on the ethical concerns of using AI and to develop ethical guidelines for the use of AI in the South African communication con- text. 4 A 113 bstrActs Perceptions, concerns and best practices: Communication practitioners’ views on AI in the South African communication landscape Kloppers, Elbé, North-West University (South Africa) Bezuidenhout, Louise, North-West University (South Africa) Introduction and purpose of study ceived long-term efficacy thereof. These studies The rise of AI, and generative AI in particular, confirm the notion that AI technology may be embraced without sufficient understanding of changed the landscape of PR and communica- the appropriate use and the long-term impact tion management quickly and irreversibly. Com- thereof on reputational, relational and engage- munication practitioners worldwide have adopt- ment outcomes. ed and embraced different AI tools to perform or enhance a variety of communication-related tasks in recent years. The novelty of generative When taking context into consideration, there AI, combined with the rapid development of AI have been significant differences between de- tools, and the highly competitive world of PR veloped and developing countries in utilising and communication management, could lead and benefitting from new technology. In 2023, to individuals adopting such tools without suffi- the UN warned that the digital divide between cient understanding thereof, to keep up with the developed and developing countries is widen- times. ing, threatening to exclude developing countries from the next industrial revolution (UN, 2023). A study by Yue et al. (2024), including partici- Building on the concept of the widening digital pants from the US, UK and Canada found that divide, a report by the United Nations and the although there is a general consensus amongst International Labor Organization (UN, 2024) communication practitioners regarding the highlights an emerging “AI divide” where un- timesaving, efficiency -and productivity-boost- equal access to infrastructure, technology and ing potential of using AI, especially for menial education, combined with lower income, can and repetitive tasks, there is some uncertainty lead to developing countries falling even further regarding the appropriate and ethical use of such behind. tools, and the impact of depending on AI tools on communication outcomes. Cusnir and Neagu In a developing country such as South Africa, (2004) found similar results in Romania, where where communication practitioners are not only communication practitioners indicated high functioning in a volatile, uncertain, complex and adoption of AI and extremely high satisfaction ambiguous (VUCA) context, but having to cater with AI but were less confident about the per- to a population from diverse backgrounds, cul- 4 A 114 bstrActs tures, languages and religions, often on a small Practical and social implications budget, it is essential to be sure how to incorpo- Understanding the perceptions, usage, experi- rate AI effectively for the long-term success of ences, obstacles and concerns of South African the organisation. communication practitioners regarding the use AI is being perceived and used by South African unique situation of communication practitioners communication practitioners. The obstacles and in a developing country, within the African con- challenges they experience have also not been text. This study can contribute to best practices There is currently a gap in the literature on how al body of knowledge, but will also highlight the of AI will not only contribute to the internation- investigated to create a clear understanding of for South African communication practitioners AI in this particular context. To fill this gap, and using AI and should be helpful to communica- to contribute to best practices for the use of AI tion practitioners in other developing countries by South African communication practitioners, as well. this study proposes the following questions: Keywords RQ1 – How do South African communication practitioners perceive the use of AI tools? AI, Communication practitioners, Developing countries, South Africa, Perceptions RQ2 – What concerns do South African com- munication practitioners identify regarding the use of AI technology? RQ3 – What guidelines do South African com- munication practitioners propose for best prac- tice in terms of AI? Methodology Through this study, we want to gain an in-depth understanding of South African communica- tion practitioners’ perceptions, utilisation and experiences of AI in their daily communication practises, necessitating a qualitative research ap- proach. Fifteen semi-structured interviews will be conducted with South African communica- tion practitioners operating in different con- texts, including the corporate sector, universities and communication consultancies. We will use purposive sampling to identify communication practitioners working in different contexts, with varying levels of experience in the field of com- munication, and diverse levels of including AI in their communication practices to contribute to a holistic understanding of AI in the South African communication landscape. 4 A 115 bstrActs Dealing with the unethical use of artificial intelligence in teaching- learning in institutions of higher learning: a case study of the NWU Kloppers, Henk, North-West University (South Africa) van den Berg, Francois, North-West University (South Africa) Large language modules (LLMs) have not only online (Verhoef & Coetzee: 2023) or more re- taken the world by storm but have uprooted the cently, using character injections to intention- traditional way of almost every aspect of our ally deceive similarity software from detecting lives, and academia has not been spared. Insti- instances of plagiarism. Until recently, plagia- tutions of higher education face numerous chal- rism was probably the predominant form of ac- lenges in this regard, and keeping up with the ex- ademic dishonesty that universities had to deal ponential development of artificial intelligence with. The arrival of large language models such (AI) in teaching and learning practices is likely as ChatGPT or DeepSeek has provided students the most significant challenge to date. Lecturers with a new, very powerful aid to, if used uneth- are faced with the daunting task of keeping up ically, gain an unfair advantage, with students with AI development in their teaching and their submitting AI-generated answers and present- assessment practices. It is, however, not only ing it as original work. The unethical use of AI lecturers who embrace AI – students are doing is dishonest and threatens the authenticity of the the same. Unfortunately, students are not only assessment and the integrity of the qualification using AI as an instrument to assist in the teach- (Marais: 2022). ing-learning process but are also abusing these tools. This raises important issues about the Aware of the threats posed by academic dishon- ethical use of AI, academic integrity (the other esty by students and realizing that academic in- important AI), and the unethical use of AI and tegrity is a shared responsibility between lectur- academic dishonesty. ers and students, the North-West University, as an institution of higher learning in South Afri- Academic dishonesty is not new; students seem ca, established a voluntary community of prac- to find new ways to gain an unfair advantage in tice on academic integrity (COPAI) consisting assessments. In the past, students would have of lecturers dedicated to the cause of academic used unauthorized materials during an assess- integrity in 2020. COPAI aimed to standardize ment (notes on anything from a scrap of paper the largely fragmented approach to dealing with to the back of a ruler). Cheating became more instances of academic misconduct. Since its for- sophisticated, with students using essay mills, mation, the work done by COPIA has resulted where ‘custom made’ essays could be bought in a new Standard Operating Procedure (SOP) 4 A 116 bstrActs on Academic Integrity [NWU Teaching and learning integrity standing operating procedure 2023], which is informed by a new academic policy on teaching and learning that specifical- ly addresses issues related to academic integrity and academic misconduct. The implementation of the SOP is supported by a unique lecturer-de- veloped electronic system known as the Aca- demic Integrity Information Technology Sys- tem Application (AIITSA) (from August 2023 to October 2024, 6 549 cases were reported on the system. The SOP is based on an education- al (preventative and remedial) and disciplinary approach where, depending on the level of the transgression, students are required to complete an Academic Integrity Remedial Online Course de before moving on to disciplinary action. This contribution aims to introduce the approach followed by the NWU to the broader university community and gain insight into the approach- es of other universities in matters related to the broader concept of academic misconduct, but more specifically to how the unethical use of AI is being dealt with. This research evaluates the academic integrity policies (or their equivalent) of highly ranked universities from the glob- al North and South in order to benchmark the NWUs’ policies. The research will further evalu- ate existing guidelines from the selected univer- sities on the use of AI in the teaching-learning environment with specific reference to the eth- ical use of AI and attempt to provide uniform guidelines. Keywords artificial intelligence, academic integrity, academ- ic misconduct, management system, unethical use of AI 4 A 117 bstrActs The Influence of AI: The Third-Person Effect in the Censorship of Deepfakes Laskin, Alexander V., Quinnipiac University (USA) D’Agostino, Giulia, Università della Svizzera italiana (Switzerland) Introduction on their perceived superior understanding of The proliferation of Artificial Intelligence (AI) synthetic media compared to the general popu- lation. This perceived asymmetry in knowledge technologies has ushered in an era where syn- and vulnerability can be explained through the thetic media can manipulate audiovisual content lens of the third-person effect, a prominent the- with unprecedented realism as it can convinc- ory in communication studies (Davison, 1983). ingly swap faces, synthesize voices, and fabricate The third-person effect theory—the belief that entirely new scenarios. This presents a signifi- media messages affect others more than one- cant threat to the integrity of information, pub- self—guides the study in exploring whether lic trust, and even national security (Chesney & media professionals perceive themselves as less Citron, 2019). The potential for synthetic media vulnerable to and more knowledgeable about to be weaponized for deepfakes, disinforma- synthetic media than the general public, and if tion campaigns, and character assassination is this influences their views on media regulations alarming (Godulla et al, 2021). As individuals and the need for censorship. struggle to discern authentic media from syn- thetic media, the erosion of trust in traditional information sources becomes a serious concern Methodology (Edelman, 2023). Media professionals are at the Employing a mixed-methods approach, the forefront of navigating this evolving landscape. study combines a quantitative survey of media They are tasked with identifying, verifying, shar- professionals with qualitative interviews. The ing, and reporting on information while also survey measures exposure to synthetic media, being exposed to a constant barrage of manipu- perceived vulnerability and knowledge (self vs. lated content. Their perceptions of synthetic me- others), and support for censorship. Interviews dia, both in terms of their own vulnerability and explore the reasoning behind these attitudes, in- that of the general public, are crucial for under- cluding ethical considerations. The study antic- standing how content is filtered and potentially ipates that media professionals will exhibit the censored in the age of AI in a two-step flow of third-person effect regarding synthetic media, information. and this perception will correlate with support Literature Review reveal complex motivations, including concerns for censorship. Qualitative data are expected to As a result, this research proposal centers on a about misinformation and protecting the public. particularly significant aspect of this issue: the This research has implications for media ethics, potential for media professionals to advocate for, media literacy, AI regulation policy, and profes- or even engage in, censorship of content based sional practices of journalism, public relations, 4 A 118 bstrActs inform strategies for navigating the complex in- Chesney, R., & Citron, D. (2019). Deepfakes: formation environment of the AI era and main- and related field. Ultimately, the study aims to References taining public trust. and national security. A looming challenge for privacy, democracy, California Law Review, 107(6), 1753-1820. Conclusions and Implication Davison, W. P. (1983). The third-person effect This crisis of trust (Edelman, 2023) underscores in communication. Public Opinion Quarterly, the urgency of understanding how synthetic 47(1), 1–15. media can be perceived. From a practical stand- point, this research could inform the develop- Edelman. (2023). 2023 Edelman Trust Barome- ment of media literacy programs specifically ter. Edelman. targeting professionals, equipping them with Godulla, A., Hoffmann, C. P., & Seibert, D. the skills to identify deepfakes and understand (2021). Dealing with deepfakes – An interdis- their potential impact. Socially, the findings ciplinary examination of the state of research could highlight the potential for biased censor- and implications for communication studies. ship based on perceived knowledge gaps, raising SCM Studies in Communication and Media, important questions about who controls infor- 10(1), 72–96. mation and the balance between protecting the public and limiting free speech in the age of AI. Keywords Synthetic Media; Deepfakes; Censorship; AI 4 A 119 bstrActs The Future of Work for Public Relations and Advertising Professionals: Replaced by AI or Enhanced by AI? Laskin, Alexander V., Quinnipiac University (USA) Russell, Erin, Quinnipiac University (USA) Introduction and purpose of the study to generate content and even mimic individual This study investigates the impact of artificial personalities, while emphasizing the need to un- derstand the impact of these advancements on intelligence (AI) on the future of work in the future professionals and the gender dynamics of advertising and public relations industries, fo- the field. cusing on how AI’s integration may affect pro- fessionals overall, and particularly women, giv- en the field’s female-dominated workforce. The Methodology research explores perceptions of AI’s potential This study employs a qualitative approach, pri- effects on the profession, young professionals’ marily utilizing focus groups with young pro- preparedness to utilize AI tools, and any gen- fessionals in advertising, public relations, and der-based differences in these perspectives. The related fields. These focus groups explore re- central research questions address how young spondents’ expectations, concerns, and excite- professionals perceive AI’s impact on the indus- ment regarding AI’s role in their future careers. try and society, their attitudes towards AI inte- In-depth interviews supplement the focus group gration, their perceived preparedness to use AI, data, providing a comparative perspective be- and desired AI-related training, examining po- tween seasoned and future professionals. This tential gender differences in these areas. combined approach allows for the exploration of both cognitive and affective dimensions related Existing literature highlights the evolving nature addressed through IRB approval and adherence to data collection protocols. of AI, from traditional symbolic AI to contem- Literature review to AI’s influence. Ethical considerations will be porary machine learning approaches utilizing vast datasets. While AI tools have been used Results and conclusions in marketing and PR, this study focuses on the The study anticipates revealing young profes- more recent, advanced AI tools, like LLMs, and sionals’ perceptions of AI’s potential impacts on their potential to transform professional prac- the advertising and public relations industries, tices. The research acknowledges the increasing including its effects on knowledge gaps, income use of AI in these fields, including AI’s capacity disparities, and the gender gap. It also expects 4 A 120 bstrActs to uncover gender-based differences in attitudes towards AI integration and perceived prepared- ness to utilize these technologies. The findings will offer insights into the training and educa- tional needs of future professionals in the age of AI, potentially informing curriculum develop- ment and professional training programs. Lim- itations of the study may include sample size and the specific populations. Future research could explore broader industry perspectives and lon- gitudinal impacts of AI integration. Practical and social implications The study’s findings will have practical impli- cations for educational institutions, enabling them to better prepare students for an AI-driv- en professional landscape. Socially, the research will contribute to a deeper understanding of AI’s potential effects on gender dynamics within a fe- male-dominated profession, potentially inform- ing strategies to mitigate any negative impacts and promote equitable opportunities. Keywords artificial intelligence, advertising, public relations, gender, future of work 4 A 121 bstrActs Uniting a team of 5 million: An analysis of New Zealand’s ‘Unite Against COVID-19’ crisis communication campaign Lingwall, Andrew, Pennsylvania Western University Clarion (USA) Ashwell, Douglas, Massey University (New Zealand) Introduction, purpose of study, research bution, Explanation, Action (Seeger & Sellnow, question, and brief literature review 2013). ish Flu pandemic from 1918-1920 (Da Silva & best-practice principles to answer the following research question: Applying the IDEA model Pena, 2021). Notwithstanding the tragic loss of and best practice principles, how can we better life, both pandemics resulted in negative finan- one of the largest health crises since the Span- This research uses the IDEA model and The global COVID-19 pandemic represents cial and social effects (Sharma et al., 2021). The understand and evaluate the elements of NZ’s “Unite Against COVID-19” campaign? WHO’s declaration of COVID-19 as a global pandemic in early 2020 found many national governments ill-prepared. Methodology In contrast, the New Zealand’s government’s pol- Seventeen interviews with government officials, icy and communication response to COVID-19 policy advisors, public relations consultants, during 2020-2022 was swift, unified, and be- journalists, and members of ethnic communi- lieved to be highly effective in preventing the ties involved in the UAC campaign were con- spread of COVID-19 within the country’s bor- ducted and analysed to evaluate the campaign ders (Jeffries et al., 2020). in terms of the IDEA model and best-practice The purpose of this study was to examine principles of crisis and risk reduction communi- elements of New Zealand’s Unite Against cation. Thematic analysis identified nine themes COVID-19 (UAC) campaign contributing (campaign elements, changing science, leader-to citizen compliance in limiting spread of ship, marginal communities, media, messag- COVID-19 during 2020-2022. It draws upon the ing, opposition, public trust, and social media) IDEA model, developed to ensure crisis messag- impacting the campaign’s ability to gain citizen es empower individuals by instructing them on compliance with vaccination, mask use, social how to protect themselves and those they care distancing, and travel limitations. about from long or short-term hazards (Sellnow et al., 2017) IDEA is a mnemonic to remind cri- Rationale: Case study analysis allows for inves- sis communicators of the four components of tigation of decisions made, how resulting strat- empowering messages: Internalization, Distri- egies were implemented and with what results, 4 A 122 bstrActs with the ability to provide practical recommen- especially if a situation drags on as long as the dations (Veil et al., 2020). COVID-19 pandemic. Given the health inequities experienced by Practical and social implications their perspectives of the UAC campaign. The ful response to COVID-19 and in particular, the UAC, makes it an important case to analyse. combined results illustrate the strengths and This research aimed to understand how the NZ with representatives from these two groups for The New Zealand government’s highly success- Māori and Pasifika, interviews were conducted weaknesses of the campaign and give guidance government response and the UAC persuaded for future pandemic communication. most citizens to observe public health mandates and help contain the spread of COVID-19 and Results and conclusions its variants during 2020-2022, resulting in a low mortality rate. Three years is a long time for any Results indicated that campaign planners (a) crisis communication campaign to last and re- provided the public with messages helping them main, for the most part, highly successful. internalise the crisis and take relevant actions to limit the spread of COVID-19; (b) communicat- ed with empathy and compassion; (c) capitalized This research sought to understand the UAC’s upon strong leadership and an ‘all of govern- conceptualization and resultant messaging to ment’ approach; (d) utilized feedback effective- determine how it was successful for so long, ly; (e) accounted for cultural differences; (f) what worked well, and also to learn where the fostered effective community partnerships; (g) campaign fell short of its goals among certain accepted and communicated uncertainty hon- minority groups. The lessons learned from this estly; and (h) acknowledged and corrected mis- research will add to our understanding in terms takes. Interviewees identified several campaign of best practices for crisis communication and shortcomings in terms of communicating and can help future leaders lessen the impact of fu- forming partnerships with marginal communi- ture pandemics. ties including Māori and Pasifika peoples. Final- ly, while social media was a strong communica- Keywords tion channel for the campaign, it later became a Crisis communication, public health campaigns, threat to the campaign’s success. New Zealand, Unite Against COVID-19 Because this was a qualitative study, it faced limitations including researcher bias, limited generalizability, subjectivity, and difficulty in replication. In addition, the researchers were constrained by the time limits involved with conducting multiple interviews. Future research should examine need for cam- paign planners be more keenly aware of cultural factors and not fall into the trap of constructing what could be seen as a monocultural campaign. In addition, the negative impact of social media in times of crisis is an area for further research, 4 A 123 bstrActs AI-Generated Influencers in Strategic Communications: The AI Influencers Engagement Model (AIEM) Ljepava, Nikolina, American University in the Emirates (U.A.E.) Selakovic, Marko, S P Jain School of Global Management, Dubai (U.A.E.) Introduction and Purpose of the Study to examine the effectiveness of AI influencers With the rapid development of Internet-enabled and their possible future role in strategic com- munication. channels of communication, social media in- fluencers have become an important segment of digital experiences. Nowadays, social media Literature Review marketing and communication campaigns to have expertise in a specific area, who have cul- deliver messages to target audiences. However, influencers are new opinion leaders, used in Social media influencers are individuals who characters created to resemble a realistic person reach to communicate their messages to target (Robinson 2020). Prior to the expansion of Gen- audiences. At the same time, the use of virtual, erative AI tools, virtual influencers were creat- AI-generated influencers is expanding (Böhndel ed with the use of 3D modeling and animation et al., 2022). With virtual influencers becoming tools; however, the availability and ease of the more popular, a number of recent studies have use of Generative AI tools for image and video explored their authenticity and trustworthiness, production enabled quicker and less expensive impact on consumer decisions, and effectiveness creation of AI influencers. In a relatively short (Böhndel,et al, 2022; Thomas & Fowler, 2021). period, virtual and AI-generated influencers Stein et al., (2024) argued that social media users a new type of social media influencer emerged: Yuan, 2019). In the last ten years, an increasing computer-generated social media influencers. number of companies have been utilizing so- Virtual influencers are computer-generated cial media influencers’ credibility and audience in addition to human social media influencers, who are of marketing value to brands (Lou & tivated a sizable number of active followers, and gained vast popularity and attracted millions of followers, demonstrating significant potential to are creating parasocial interactions with virtual impact the online audiences. Virtual influencers influencers who satisfy their entertainment, in- show the capability to influence consumer be- teraction, and information needs. Other studies havior across social media platforms in a similar have explored the role of social presence theory way to human influencers, and their popularity in shaping audience engagement with AI influ- and impact is increasing, especially among the encers (Arsenyan & Mirowska,2021), along with younger population (Lin et al., 2024). Based on the uses and gratification theory to analyze how the previous studies, the present study introduc- AI influencers fulfill audience needs differently es the AI Influencer Engagement Model (AIEM) from human influencers. 4 A 124 bstrActs Methodology Practical and Social Implications A systematic literature review of peer-reviewed AI influencers can potentially transform online articles published between 2019 and 2025 was strategic communications, offering scalability conducted. The scientific databases Emerald, and efficiency in delivering messages across so- Proquest, and Scopus were used to search for cial media platforms. The practical implication studies related to AI and virtual influencers. of the proposed model in strategic communica- The exclusion and inclusion protocol has been tions is vast. Organizations can utilize AI influ- developed, and the relevant keywords identi- encers to deliver strategic messages and optimize fied. The whole process is then presented within consumer interactions. The future of AI influ- the PRISMA diagram. Based on the literature encers will likely involve increased interactivity, findings, the AI Influencer Engagement Model real-time communication, and, in the future, it (AIEM) has been proposed. is not unlikely to expect even their integration into full virtual reality experiences. However, Results and Conclusions ethical concerns related to algorithm bias, trans- from social presence theory (SPT) and user grat- content will require clearly defined guidelines ifications theory (UGT) to explain how charac- and intense human oversight. As AI influencers teristics of AI influencers (customization, per- continue to develop, organizations must estab- The proposed AIEM model integrates insights of spreading fake news and spreading harmful parency, and potential unethical use in terms sonalization, and level of authenticity) can meet lish clear ethical guidelines and transparency the various user needs (cognitive, entertainment, measures to maintain credibility and trust in re- and social) and as a result impact user’s behav- lationships with their online audiences. ioral outcomes in the social media environment. with three main components identified: AI In-The model’s graphical presentation is proposed, Keywords fluencer Characteristics (social presence di- AI influencers, virtual influencers, strategic com- mension), User Motivations (user gratification munication, social media theory dimension), and Strategic Communica- tion Outcomes. The proposed model offers the framework for understanding and optimizing the use of AI influencers in strategic communi- cation, focusing on both the psychological and functional aspects of audience interaction with AI and possible engagement of the audiences. 4 A 125 bstrActs Investigating the impact of AI on SMEs: communicative challenges and insights from an Italian study Lovari, Alessandro, University of Cagliari (Italy) Marinelli, Alberto, Sapienza University (Italy) Comunello, Francesca, Sapienza University (Italy) Brescia, Paolo, University of Cagliari (Italy) Introduction and purpose of the study Literature review The increasing relevance of Artificial Intelli- Nowadays, AI adoption in SMEs includes pro- gence (AI) systems has the potential to be a cess automation, predictive analytics for deci- game-changer in various societal contexts, par- sion-making and sentiment analysis. However, ticularly in the private sector and in the com- the integration of AI within SMEs presents not munication field. This aspect has been recently only transformative opportunities but also po- investigated by several scholars (Ertem-Eray & tential critical challenges (Schwaeke et al., 2024). Cheng, 2025; Gil de Zúñiga et al., 2023). Indeed, while these technologies may have an impact in the improvement of operational effi- AI tools are perceived from both researchers ciency, they also represent a radical innovation and professionals as a double-edged sword (Zer- that goes beyond technological advancements fass et al., 2024). On one hand, these tools can to include cultural and ethical considerations unlock new opportunities for analyzing market (Bowen, 2024). To mitigate concerns at a su- dynamics, managing public relations, produc- pranational level, the European Commission ing communicative content, and facing crises has launched the EU Competitiveness Compass (Cheng et al., 2024). On the other hand, AI in- (2025), a strategic document aimed at enhanc- troduces unprecedented ethical challenges and ing European industrial competitiveness by fos- risks, such as data privacy, trust and brand rep- tering productivity and innovation through AI. utation management, among others. The atten- Moreover, AI tools are gaining increasing in- tion on this topic needs a deeper understanding terest - as well as concerns (Lorenz et al., 2023) of the organizational implications of AI also in - in various organizational sectors such as PR, small and medium enterprises (SMEs). marketing, advertising and strategic communi- cation, with a public debate on its technological, In this context, this study aims to investigate IA economic and societal implications (Galloway & impact on organizational functions, including Swiatek, 2018). strategic communication, in the context of Ital- ian SMEs. According to professionals’ perceptions (Zerfass et al., 2020) AI solutions are changing PR activ- ities significantly, enhancing customer engage- 4 A 126 bstrActs ment and facilitating data analysis even if its ap- Results and conclusions plication remains limited to low-risks fields and The study reveals significant perceived barriers routine tasks. AI represents a valuable tool for to AI adoption, including inadequate organiza- managing communication channels, detecting tional infrastructure (32%), cultural (24%) and potential crises and developing contents. Thus, technological limitations (13%). Moreover, 12% AI has the potential to reshape communication of respondents expressed a lack of trust regard- managers’ roles, making them leaders in AI in- ing the AI systems within their organizations, tegration within their organizations (Kelm & Jo- particularly for medium enterprises (21%). Only hann, 2025). 12% of the companies have already implement- ed AI solutions in their operations. Despite this In this framework, it is interesting to focus on limited adoption, AI is increasingly recognized the AI impact on SMEs especially in Italy, where for its potential in production, marketing, re- they represent about 90% of the total number search, and customer service. ing the rise of AI-driven systems (Muto communication, marketing, and customer care et al. , as the areas where AI could have the greatest 2024) in a process of integration of these tools impact (25%), with differences between micro which involves communication activities (Gi- (ISTAT, 2023). These companies are experienc- Among other aspects, respondents identify of companies, employing 78% of the workforce uggioli & Pellegrini, 2023) and it’s amplified by ered strategic also for data management (27%). and medium enterprises. AI tools are consid- contemporary mediascapes (Valentini, 2024). Furthermore, media coverage is perceived as a negative factor on AI adoption (66%). with a dif- Within a broader research project financed services). There is a general consensus that AI will redefine professional roles, resulting in the by an Italian Ministry, this study is focused on Methodology ference for various industrial sectors (e.g. trade, AI challenges related to communication and PR workers who fail to update their skills risk ex- functions, within the context of micro, small periencing a reduction in employment opportu- and medium enterprises. The study, conduct- nities. managers’ and professionals’ perceptions about (81%). Indeed, 87% of respondents agree that decline of specific functions and professions ed through 200 CATI interviews administered to C-Level interviewees, was carried out in July Practical implications their geographical location. This research aims to address a gap in investigat- 2024. Interviewees were selected according to Questions were designed to assess managers’ ence the performance and productivity of Ital- ian SMEs, as well the implications for strategic ing how different aspects of AI adoption influ- awareness of AI adoption, as well as their per- communication management in the relationship ceptions about the role of AI on companies’ with stakeholders. sectors (including communication) and for the future of the job market. Data were further an- alyzed considering industrial sectors, number of employees, and geographical areas. 4 A 127 bstrActs References Bowen, S.A. (2024). “If it can be done, it will be done”: AI ethical standards and a dual role of public relations. Public Relations Review, 50(1), 1-13. Ertem-Eray, T., & Cheng, Y. (2025). A Review of Artificial Intelligence Research in Peer-Re- viewed Communication Journals. Applied Sci- ences, 15(3), 1058. Galloway, C., & Swiatek, L. (2018). Public rela- tions and artificial intelligence: It’s not (just) about robots. Public relations review, 44(5), 734-740. Julia Schwaeke, Anna Peters, Dominik K. Kan- bach, Sascha Kraus & Paul Jones (2024). The new normal: The status quo of AI adoption in SMEs, Journal of Small Business Management. DOI: https://doi.org/10.1080/00472778.2024. 2379999 Zerfass, A., Buhmann, A., Laborde, A., More- no, A., Romenti, S., & Tench, R. (2024). Eu- ropean Communication Monitor 2024. Man- aging tensions in corporate communications in the context of geopolitical crises, artificial intelligence, and managerial learning, Avail- able at https://www.communicationmonitor. eu/2024/11/23/ecm-european-communica- tion-monitor-2024/ Keywords artificial intelligence, strategic communication, SMEs 4 A 128 bstrActs All AI disclosures are not created equal: Examining the effect of disclosure labels on trust Merle, Patrick F., Florida State University (USA) Krueger, Mitch, Florida State University (USA) Croft, Alyssa, Florida State University (USA) In an interview with PRNews published on Jan- Existing scholarship has documented that stake- uary 17, Tim Marklein, founder and CEO of Big holders do not view the use of AI positively. Liu Valley Marketing, commented on the relation- et al (2022) explained for instance that people ship between transparency and trust in the con- who identified emails as being written by AI, text of AI (Schuman, 2025). He noted that, while they viewed that content as fake. Their findings historically, transparency has led to enhanced showed lower trust scores for messages per- trust, the dynamic does not seemingly follow the ceived to be written by AI. Stakeholders exposed same pattern at a time when AI usage has be- to content generated by artificial intelligence come ubiquitous. In fact, due to an overwhelm- evaluate the message credibility based on the na- ingly negative bias towards artificial intelligence, ture of disclosure rather than the actual source the public actually perceives AI-generated con- of the message (Liu et al., 2022). tent as less trustworthy (Altay & Gilardi, 2023; Liu et al. 2022, 2024; Ray et al., 2024). Further, in the context of a crisis with low levels of attribution of responsibilities and a positive Practitioners like Marklein have thus pondered pre-reputation, stakeholders were willing to ac- whether a disclosure label must be consensually cept automated messages presented as AI-gen- adopted by the industry and if labels must allude erated. to the type and extent of AI usage (Schuman, 2025). In the absence of empirical data on this In all studies thus far, the terminology employed issue, the purpose of this study is to examine to describe the disclosure was however not ex- whether different labels of AI disclosure yield amined. Studies generally manipulated the pres- varying levels of stakeholder trust if any at all? ence or absence of a disclosure rather than a dis- closure alluding to the extent of AI usage. To answer that question, the proposed work fea- tures a 2 x 3 fully crossed factorial design where This study in progress proposes to fill this gap both the type of material (a news story versus a through a 2 (type of document: news story ver- company blog post) and the authorship disclo- sus a company blog post) x 3 (AI disclosure la- sure labeling (disclosure labelled as AI-generat- bel: AI-generated, AI-assisted, AI-influenced) ed, AI-assisted, or AI-influenced) are manipu- between subject experiment. Participants, both lated. communication college students and a national panel of US adults, will be randomly exposed to 4 A 129 bstrActs one condition and asked to rate their perceived Liu, Y., Mittal, A., Yang, D., & Bruckman, A. levels of trust, credibility, and transparency us- (2022). Will AI console me when I lose my ing established measures from the organization- pet? Understanding perceptions of ai-me- al public relations and credibility scholarships. diated email writing. Proceedings of the 2022 CHI Conference on Human Factors in The swift adoption and increasing usage of AI Computing Systems (pp. 1–13. https://doi. tions. For the PR profession to adapt responsi- Response Be Accepted?. International Journal bly, it must continue to refine its understanding of Strategic Communication , 1-18. of the implications that AI has on public trust in Schuman, N. (2025, January 17). Navigat-the long term. Consequently, this work intends ing trust challenges with AI disclosure. Re-to draw conclusions relevant to the industry trieved from https://www.prnewsonline. and able to inform the profession on best ethical com/navigating-trust-challenges-in-ai-dis-ued research on its ethical implications, industry Ray, E. C., Merle, P. F., & Lane, K. (2024). Gener- standards, and importantly stakeholder percep- ating Credibility in Crisis: Will an AI-Scripted in public relations warrants the need for contin- org/10.1145/3491102.3517731. practices when comes to disclosing AI. closure/?utm_source=newsletter&utm_me- References dium=email&utm_campaign=digitalin- sights012125&utm_content=di01_AIdisclo- Altay, S., & Gilardi, F. (2023). Headlines labeled sure&oly_enc_id=3858I9957123C2B as ai-generated are distrusted, even when full AI automation. Keywords Open Science Framework true or human-made, because people assume . https://doi.org/10.31234/osf.io/83k9r trust, AI disclosure, experiment 4 A 130 bstrActs Public Relations Professionals‘ Acceptance of Generative AI in Content Creation Caroline Möller, Macromedia University of Applied Sciences Cologne (Germany) Jan Niklas Kocks, HTW Berlin (Germany) Spiller, Ralf, Macromedia University of Applied Sciences Cologne (Germany) Introduction and Purpose of the Study Literature Review Artificial intelligence, in particular generative Academic discourse has often approached the AI, can be regarded as a disruptive force in pub- potential impact and the adoption of new tech- lic relations. Academic and professional discus- nologies in PR with specific regards to digital sions highlight great potentials, yet at the same technologies (e.g. Brockhaus et al. 2023) and, time also warn of risks, among these increasing corresponding to the predominant usage-pat- amounts of standardization and a loss of creativ- tern of artificial intelligence, the employment of ity and originality. AI for supportive functions such as social listen- ing and analytics (e.g. Galloway & Swiatek 2018). Given that the AI genie is now out of the pro- The comparatively young field of generative AI verbial box, professionals are confronted with an and specifically its acceptance and adoption still increasing amount of generative tools. Utilizing remains under-researched. their potentials while mitigating their risks be- comes a focal part of PR practice. Yet what ex- Technology acceptance has been successfully actly drives professionals’ acceptance and adop- analyzed by employing the TAM-model, this has is an increasing body of research on the utiliza- ry factors (TAM2); research in other fields then suggests that trust can also play a pivotal role in tion of such tools and technologies? While there later been extended with additional explanato- the factors leading to these practices still remain such models (Belanche et al. 2012; Glikson & tion of generative AI in public communication, somewhat under-researched. We know how Woolley 2020; Venkatesh & Davis 2000). generative AI is used in PR, yet we do not really know why and under which conditions. Methodology Using a quantitative approach, data was collect- Our study seeks to fill this gap by exploring the ed from 102 PR professionals through an online factors influencing the acceptance and adoption survey. The standardized questionnaire builds of generative Ai tools for content creation among partially on previous TAM-based studies and PR professionals. It relies on the explanatory ap- focuses on key factors influencing technology proach of the Technology Acceptance Model 2 acceptance and usage, as identified in the TAM2 (TAM2), yet additionally integrates trust as a research model. These factors were operational- pivotal factor. ized in 26 standardized items. Additional vari- 4 A 131 bstrActs ables were included to gather background in- implications of generative AI on communication formation about the participants. In alignment practices and industry norms. Building a culture with the overarching subject, questions were of transparency and trust while leveraging peer included to ascertain whether they were using influence can further support the responsible this technology in their work and, if so, how fre- use of generative AI, ensuring that technological quently. advancement aligns with societal values. The sample was purposefully selected via Linke- dIn Sales Manager and further professional References: contacts, ensuring alignment with the research objectives. A total of 763 individuals were con- Belanche, D.; Casaló, L. V. & Flavián, C. (2012). tacted, resulting in 119 participants in the online Integrating trust and personal values into the survey, which corresponds to a response rate of Technology Acceptance Model: The case of 15.6%. Seventeen questionnaires were incom- e-government services adoption. In: Cuadernos plete and therefore excluded from the analysis, de Economía y Dirección de la Empresa, 15:4, leaving 102 valid datasets. pp. 192-204. DOI: 10.1016/j.cede.2012.04.004. Brockhaus, J., Buhmann, A. & Zerfass, A. Results and Conclusions (2023). Digitalization in corporate commu- Findings show that perceived usefulness signifi- nications: understanding the emergence and cantly influences the intention to adopt gener- consequences of CommTech and digital infra- ative AI tools. Job relevance and the quality of structure. In: Corporate Communications: An AI-generated content were identified as critical International Journal, 28: 2, pp. 274-292. DOI: determinants of perceived usefulness. Interest- 10.1108/CCIJ-03-2022-0035. ingly, neither perceived ease of use nor trust Galloway, C. & Swiatek, L. (2018). Public relations emerged as significant predictors of usage inten- and artificial intelligence: It’s not (just) about tion, contrary to some expectations. Social influ- robots. In: Public Relations Review , 44(5), pp. ence plays a role in shaping the intention to use 734–740. DOI: 10.1016/j.pubrev.2018.10.008. these tools, highlighting the impact of peer pres- Glikson, E. & Woolley, A. W. (2020). Human sure. These findings suggest that while efficiency gains are main drivers for adoption, the impact Trust in Artificial Intelligence: Review of Em- Academy of Management of social dynamics cannot be overlooked. pirical Research. In: Annals, 14 (2), pp. 627–660, DOI: 10.5465/an- Practical and Social Implications nals.2018.0057. The adoption of generative AI in PR is poised to Venkatesh, V. & Davis, D. F. (2000). A Theoret- increase, but its success depends on the align- ical Extension of the Technology Acceptance ment of technological capabilities with profes- Model: Four Longitudinal Field Studies. In: sional standards and ethical considerations. Fur- Management Science 46:2, pp. 186-204. DOI: ther research is needed to explore the long-term 10.1287/mnsc.46.2.186.11926. 4 A 132 bstrActs Right to Know as an Ethical Public Policy Approach to AI and Misinformation/Disinformation Disquietude Palenchar, Michael J., University of Tennessee (USA) Fitzpatrick, Kathy R., University of South Florida (USA) Warbington, Abbey, University of Tennessee (USA) Artificial intelligence (AI) has transformed an these reasons, the purpose of this paper is to de- velop an information dissemination policy and Introduction and Purpose in a variety of proposed ethical guidelines. For (including public relations), affecting not only that is critical to ensuring that AI is used in ways that serve stakeholder and public interests while innovative research but how individuals interact addressing concerns related to misinformation/ with one another (Voicu, et al., 2024). Within greatly influencing a myriad of academic fields ethical guidelines for the public relations field eclectic range of aspects in everyday life while social science research specifically, AI influenc- disinformation campaigns. es how individuals communicate through com- puter-mediated dialogue, as well as how com- Literature Review municative content is created (Hermann, 2022) The unethical use of AI by public relations prac- yet often misused through misinformation/ titioners encompasses a broad range of practices disinformation campaigns (Palenchar & Heath, that can damage organizational and client rela- 2025). tionships, and harm stakeholders and other risk ublic relations scholars and practitioners face a bearers related to an organization’s products and dilemma when researching and implementing services. Specific concerns include bias and dis- AI. According to Nagar (2022), AI does not cur- crimination, privacy, accountability, and trans- rently have a normative set of ethical principles parency. by which researchers and organizations must abide. When examining organizational policies The right-to-know approach to public policy— regarding the use of AI in communication, a con- also known as regulation through revelation sistent theme throughout remains the “common – is based on the ideas of self-governance and good” for which organizations may positively public participation in the decision-making pro- impact its community for the overall benefit of cess (Florini, 2007) and was made into a U. S. society. However, according to Nagar, the con- federal law in 1986 (EPRCA), which has served cept of “common good” proves subjective based as a model for numerous (80+) other countries on an organization’s categorization and overall since. Simply, right to know is based on ensur- purpose (e.g., nonprofit, for profit), resulting ing people can access information, that it helps 4 A 133 bstrActs format towards those ends, and that there are di- Overall, while the fundamental concepts of right alogue infrastructures for people to participate reduce risk levels in their lives and is in a useable Results and Conclusions engage in community decision-making process- falls short in the implementation of its basic phi- es. In this paper, right to know principles and losophy and tenets related to AI and misinfor- policies provide the theoretical backdrop for an- mation/disinformation campaigns. that addresses power discrepancies for people to guidelines and ethical codes of conduct, the field to know mirror many current public relations alyzing the ethical use of AI in public relations. tive AI is being used in public relations and the The work begins with a review of how genera- Practical and Social Implications ethical challenges associated with such uses. The The aim of this paper is to propose an informa- paper then presents right to know as a policy tion dissemination policy and ethical guide- and ethical foundation for analyzing ethical is- lines for the public relations field that is critical sues and identifies core public relations commu- to ensuring that AI is used in ways that serve nication principles that can be used to evaluate stakeholder and public interests while address- ethical AI practices related to misinformation/ ing concerns related to misinformation/disin- disinformation. RQs include: (1) How can right formation campaigns. The paper is significant to know policies and practices help to combat in helping to define best practices for the ethical misinformation and disinformation in the use of use of AI in public relations based on right to AI in public relations? (2) What right to know know policies and principles that are an estab- policies and principles should be incorporated lished part of the democratic, collaborative deci- in professional ethical guidelines on the ethical sion-making heritage. use of AI in public relations? Keywords Methodology Public relations, AI, right to know, ethics, disin- The study will utilize a three-pronged research formation/misinformation approach. The authors first review the extensive literature on the theoretical history and the de- velopment of the right to know and its relation- ship to the ethical practice of public relations. They then identify core principles that contribute to the challenge of having communication and information infrastructures that are sufficiently robust and collaborative to achieve the level of deliberative democracy needed to achieve max- imal individual, expert, and community efficacy that can help make society more fully function- ing while being existentially and directly threat- ened by misinformation and disinformation (Palenchar & Heath, 2025). Last, they conduct a policy analysis that applies these principles in reviewing ethical guidelines and policies to AI and misinformation/disinformation. 4 A 134 bstrActs Compassion fatigue in humanitarian and charity PR: AI to the rescue? Pappas, Konstantinos, University of the Arts (UK) Introduction and purpose of the study Methodology The integration of artificial intelligence (AI) into This study employs qualitative research meth- public relations (PR) practices has transformed odology and conducts in-depth semi-structured the charity sector by enhancing communication interviews, in order to gain valuable insight strategies and automating routine tasks. How- into the implications of AI use within the UK ever, fighting compassion fatigue, or the pub- charity and humanitarian PR and its impact lic’s desensitization to humanitarian appeals as on combatting against compassion fatigue. The a result of repeatedly being exposed to upsetting sample of interviewees includes 28 in-house PR messages, is one of the main issues charity pub- professionals across a range of charitable orga- 2021). The research question focuses on how AI AI tools are incorporated into their daily work, which specific functions are automated, and how lic relations practitioners deal with (Kyriakidou, nizations. The research seeks to understand how light the compassion fatigue. Thematic analysis is used to do’s and the don’t’s in humanitarian and identify key trends, opportunities, and challeng- charity PR when combatting against compas- es that emerge from the data. sion fatigue. compassion fatigue and the purpose is to high- PR professionals perceive AI’s role in mitigating is being used in the UK charity sector to address Literature review Results and conclusions eted role of PR professionals in the charity sec- analytics to refine messaging strategies. AI en- tor, including media relations, content creation, hances efficiency by reducing the time spent on stakeholder management, fundraising commu- Existing literature emphasizes on the multifac- ly used for media monitoring and predictive Initial findings suggest that AI is predominant- nications, and crisis response (Cronin & Ed- on strategy. Additionally, AI-generated insights routine tasks, allowing PR professionals to focus wards, 2022). On the one hand, scholars argue have the potential to inspire professionals to that AI-driven tools, including sentiment anal- craft emotionally resonant but varied narra- ysis and predictive analytics have the potential tives that maintain public engagement without to counteract compassion fatigue by diversify- causing fatigue. However, participants also ex- ing messaging and optimizing public targeting press concerns about AI fostering professional (Chouliaraki &Vestergaard, 2021). On the other complacency, reducing creativity, and generat- hand, concerns have also been raised regarding ing emotionally shallow content that may fail to the over-reliance on AI, which may lead to ethi- connect with publics on a deeper level, especial- cal dilemmas and a loss of human touch in rela- ly with donors, a crucial group of stakeholders in tionship-building (Zararsız, 2024). humanitarian and charity PR. 4 A 135 bstrActs Practical and social implications References The study concludes that while AI offers advan- Chouliaraki, L., & Vestergaard, A. (2021). Intro- tages in enhancing productivity and countering duction: Humanitarian communication in the compassion fatigue, it must be implemented 21st century. Routledge handbook of humani- emotional depth crucial to charity communica- Cronin, A. M., & Edwards, L. (2022). Resituat- tions. The practical implications of these findings strategically to maintain the authenticity and tarian communication, 1-22. ensuring human oversight and ethical consider- nication. European Journal of Cultural Stud-ations in messaging. From a social perspective, ies , 25 (1), 148-165. the increasing reliance on AI in charity PR raises Kyriakidou, M. (2021). The audience of humani-suggest that charities should integrate AI while Charity sector public relations and commu- ing the political in cultural intermediary work: questions about transparency, authenticity and the risk of depersonalizing engagement with do- tarian communication. In Routledge handbook nors and beneficiaries. This research contributes of humanitarian communication (pp. 88-103). to the ongoing discourse on AI in PR by provid- Routledge. ing empirical insights into its role in combating Zararsız, Ö. F. (2024). Artificial Intelligence in compassion fatigue in the charity sector. The Public Relations: Potential Benefits and Draw- findings are relevant for PR practitioners, schol- backs. Yeni Medya (16), 354-368. ars, and policymakers interested in the evolving relationship between AI, strategic communica- tion, and public engagement within nonprofit Keywords organizations. compassion fatigue; humanitarian and charity PR; AI; UK charity sector. 4 A 136 bstrActs Generative AI in Political Public Relations: A Video Ethnographic Study of Content Production Rasquinha, Mark, Auckland University of Technology (New Zealand) Theunissen, Petra, Auckland University of Technology (New Zealand) Introduction and Purpose of the Study Literature Review Like all public relations practitioners, Political Literature on the use of generative AI in political Public Relations (PPR) practitioners are im- public relations is growing (Nutsugah & Sena- pacted by the increasing adoption of generative nu, 2024). Generative AI is increasingly used by AI (GenAI) in content production. While PPR politicians to craft personalized campaigns, ma- 2011), the growing reliance on AI can potential- narratives on social media, suggesting that PPR work is being made easier. Yet, little knowledge is known to be a strategic function (Hallahan, nipulate public perception, and amplify political the speed and volume of generating content, un- public relations task is shaping the role of public relations in democracy, and the profession expe- der-developed skills in writing prompts and lim- rience of practitioners. Generative AI simplifies itation of generative AI can lead to misleading tent creators. While generative AI can increase exists concerning how this ease in performing ly reduce PPR practitioners to (functional) con- content, which in turn, shape political discourse. agement, and data analysis (Cusnir & Neagu, tasks like content creation, social media man- Furthermore, the increased adoption of GenAI 2024; Nutsugah & Senanu, 2024), but broader adds to questions about the evolving nature of implications are underexplored. Automating PR professional expertise, the potential monoto- tasks raises questions about professional exper- ny of PPR work, and the ethical implications of tise, ethics, and AI’s impact on transparency and AI-driven PPR messaging. accountability in democratic processes (Cusnir While public relations scholars have highlight- & Neagu, 2024; Kok-Yew & Swiatek, 2024). The ed the potential benefits of AI (e.g., Nutsugah lack of studies on AI’s influence on practitioners’ & Senanu, 2024), PPR scholarship is only be- roles and strategic decision-making highlights a ginning to explore how generative AI is trans- gap in understanding the profession’s transfor- forming the actual work of PPR professionals. mation (Nutsugah & Senanu, 2024). Assuming that the production of content has been influenced by generative AI, this paper ad- Methodology dresses the question: “How has GenAI changed This study employs a qualitative and interpretiv- the production of political content by PPR prac- ist approach to professional PPR practice in In- titioners?” dia. The study’s uniqueness lies in its use of vid- eo ethnography, a rarely employed methodology in Indian PPR research (Rasquinha, 2024). Here, 4 A 137 bstrActs data was collected using video ethnography (66 tent production. However, this efficiency comes hours recorded over 8 days) across two offices of with challenges. The lack of ethical guidelines a political party and through 12 interviews with and training has led to concerns about account- workers from three political parties. The video ability, and the quality of AI-generated content. ethnographic data captures verbal and non-ver- Many practitioners admit to not disclosing AI bal (multimodal) cues in live interactions be- use in content production, raising ethical ques- tween practitioners and is presented as strips. tions about trust and authenticity. Additionally, Each strip of data provides empirical evidence GenAI’s produced content is increasingly pro- of content production activities. The Critical duced by untrained individuals, such as political Incident Technique (CIT), employed to choose party workers, to generate campaign materials. observations classified as routine, allows moder- This has increased the risk of misinformation atum generalizations (Williams, 2000). Critical and reduced professional oversight. Further- discourse studies and conversation analysis were more, the over-reliance on AI has led to a decline supported claims observed during video eth- monotony and decreasing motivation to do PPR work. These findings highlight the urgent need applied to analyze the data, while the interviews in strategic thinking and creativity, increasing one without GenAI) is compared to examine measures to address the long-term implications of GenAI on PPR practice and democratic dis- how technological advancements influence the course. creative and strategic dimensions of PPR. social media posts (one created with GenAI and for ethical frameworks, training, and regulatory nography. For this paper, the production of two monotony in their job function, but reduces fession in the Romanian context. Communi- strategic thinking, further relegating PPR to a cation & Society, 309-323. solely technical function within a political par- Hallahan, K. (2011). Political public relations ty. Generative AI has significantly eased the and strategic framing. In J. Strömbäck & S. content production process, enabling political Kiousis (Eds.), Political public relations: Prin- parties to rely on party workers rather than PPR ciples and applications (pp. 186–222). Rout- practitioners to produce campaign materials on ledge. https://doi.org/10.4324/9780203864173 The analysis demonstrates changes in the prac- Cusnir, C., & Nicola, A. (2024). Using generative Artificial Intelligence tools in Public Relations: tice of PPR. The use of GenAI not only creates Ethical concerns and the impact on the pro- Results and Conclusions References their phones without professional oversight and training. This allows for the growing production Nutsugah, N., & Senanu, B. (2024). On the Tech of misleading content, especially during election Trek and Industrial Revolutions: Unravelling cycles, reducing accountability in political com- the Impact of Generative AI on Public Rela- munication. This shift raises concerns about the tions Praxis in Africa. Journal of Public Rela- erosion of strategic thinking in political public tions Research, 36(4), 341-359. relations and the potential impact on democrat- Rasquinha, M. (2024). An Ethnographic Com- ic discourse. munication Analysis of Indian Political Public Relations Practitioners (Doctoral dissertation, Practical and Social Implications Auckland University of Technology). Generative AI (GenAI) is transforming public relations (PR) enabling faster, more efficient con- 4 A 138 bstrActs Williams M. Interpretivism and Generalisa- tion. Sociology. 2000;34(2):209-224. https:// doi:10.1177/S0038038500000146 Keywords Generative AI, Political Public Relations, Trust, Video Ethnography 4 A 139 bstrActs Competence Meets Compassion: Understanding the Boundary Conditions of Employee Reactions to CSR Song, Baobao, Virginia Commonwealth University (USA) Yue, Cen April, Boston University (USA) Tao, Weiting, University of Miami (USA) Ji, Yi Grace, Boston University (USA) Introduction and Purpose of the Study produces/services, and corporate social respon- A growing body of research demonstrates that sibility (CSR) associations, that is, beliefs and feelings about whether a company is perceived employees reciprocate their companies’ so- as a responsible entity in society. cially responsible practices with stronger rela- mechanisms through which companies’ CSR ac- itive CSR associations enhance employee-orga- nization relationships (EORs) through mech- tivities influence employees’ relationships with anisms such as positive affect and stronger their organizations, by identifying the boundary creativity, and more. This study explores the Numerous studies suggest that employees’ pos- tional bonds, increased productivity, enhanced conditions that shape these effects. Specifically, identification, ultimately leading to employee support, commitment, and organizational cit- using the corporate association framework, we izenship behaviors (OCBs). However, most re- explore whether employees’ perceptions of CSR search overlooks the potential moderating role consistently improve employee-organization re- of corporate ability (CA) associations on the re- lationships (EORs) and other positive behavior- lationship between CSR associations and EORs. al outcomes—or if these effects depend on their Drawing on the corporate association spillover perceptions of the company’s competence or effect and cue consistency theory, we argue that corporate ability. employees’ CA associations influence the extent Literature Review to which CSR associations shape EOR percep- tions and, in turn, drive employee advocacy and Corporate associations are memory-based be- OCBs. According to cue consistency theory (An- liefs and feelings that an individual has for a derson, 1981), individuals rely on multiple ex- given organization (Dacin & Brown, 2002). A ternal cues to form their thoughts, feelings, and common classification of corporate associations actions, with consistent cues exerting a stronger differentiates between corporate ability (CA) as- combined influence. Conversely, when cues are sociations, referring to beliefs and feelings about inconsistent, negative information can under- a company’s ability to maintain its core business mine the impact of conflicting positive cues. 4 A 140 bstrActs Based on this, we propose a moderated media- ship-building within the CSR literature, contrib- tion model. Specifically, EORs mediate the rela- ute to the scholarship on corporate associations, tionship between CSR associations and employ- and extend the applicability of cue consistency ee advocacy and OCBs. This mediation is further theory in a public relations research context. moderated by CA associations: when employees hold strong CA associations, CSR associations However, due to the nature of cross-sectional have a significantly positive impact on EOR per- survey research, the relationships identified in ceptions. However, when employees hold weak this study might not be causal. Future research CA associations, CSR associations have little to should consider employing cross-lagged lon- no effect on EOR perceptions. gitudinal or experimental designs to establish Methodology ferent types of corporate associations interact to influence employee perceptions and behaviors causal relationships and further explore how dif- A U.S.-based panel of 398 full-time employees over time. was recruited through the online survey plat- form Prolific to participate in a cross-sectional Practical and Social Implications month interval between them. CA and CSR as- positive relationships with employees through CSR initiatives must prioritize fostering employ- sociations were measured at Time 1, while EOR ees’ perceptions of the company’s core business perceptions, employee advocacy, and OCBs the same panel at two time points, with a one- Companies seeking to strengthen and sustain time-lagged survey. Data were collected from were measured at Time 2. This approach mini- competence. Without a strong reputation for operational excellence, employees may under- mizes common method bias and enhances the value CSR efforts and be less likely to respond validity of the data. with favorable relational perceptions or positive Results and Conclusions es, economic responsibility forms the founda- behaviors. As Carroll’s CSR pyramid emphasiz- SPSS Process Model 8 was applied to the main tion of CSR. In other words, CSR initiatives are data analysis. The results supported the mod- most impactful when employees perceive the erated mediation model. CA associations were organization as both socially responsible and found to moderate the effect of CSR associations highly competent in fulfilling its primary busi- on EOR perceptions. Specifically, when CA asso- ness mission. ciations are weak, the effect of CSR associations on EOR perceptions is not significant. However, when CA associations are strong, the effect of CSR associations is significantly positive. Fur- thermore, the moderated mediation model was supported for both dependent variables: em- ployee advocacy and OCBs. This study reveals that CA associations serve as a boundary condition for employees’ percep- tual and behavioral responses to CSR associa- tions. Theoretically, the findings provide more finely grained insights into employee relation- 4 A 141 bstrActs References Anderson N. H. (1981). Foundations of infor- mation integration theory. New York, NY: Ac- ademic Press. Dacin, P. A., & Brown, T. J. (2002). Corporate identity and corporate associations: A frame- work for future research. Corporate Reputation Review, 5, 254-263. Keywords Corporate social responsibility associations, cor- porate ability associations, employee-organiza- tion relationships, employee advocacy, organiza- tional citizenship behaviors 4 A 142 bstrActs On the public policy aspects of generative AI: Guidance from recent history and the risks from revisionist states Thompson, Gareth, University of the Arts London (UK) Introduction and purpose of the study “propaganda came of age in the twentieth centu- This paper offers historically-informed sugges- ry”, enabled by “technological advances in mass communication”, which have continued at pace tions on the likely direction of future public with social media services and AI becoming im- policy for generative artificial intelligence (AI) portant channels for public relations content. technology at a time when the international or- Organski’s (1958) power transition theorization der is in flux. In terms of scope, two future-fo- suggests that “revisionist” states that are discon- cused research questions are addressed, based tent with the international system of alliances on a comparative historical review of public pol- and their status within it will seek change while icy relating to the internet and social media: the contrasting behaviour of “status quo” nations is to support the existing global order and sys- RQ1: What is the likely direction of travel for tem of alliances (IMF, NATO, UN etc.). Beyond public policy, regulation and levels of support communications technology, there have been for generative AI by nation states? recent transformations in the behaviour of Chi- na, Russia, United States and the extent of their RQ2: How is generative AI likely to be used by support for the rules-based international order nation states in their own PR, promotion and which will influence the way AI is used in public propaganda? policy. Literature review Methodology The central axis of this paper is what the late Mi- The investigation uses comparative historical chael Kunczik (2003, p.399) called the “transna- analysis to compare the public policy approach- tional public relations of foreign governments”, es to internet and social media technologies that or the “public relations of the nation state”, an were adopted by the revisionist states of United area in which he described any differences be- States, China and Russia, with status quo states tween propaganda and public relations as a “se- such as UK and European Union nations. mantic game”. According to David Welch (2016, p.3), this type of state level propaganda had two purposes: “maintain morale at home and influ- ence opinion abroad”. Welch also claimed that 4 A 143 bstrActs Results and conclusions be reflected in how nations choose to use AI for The comparative historical analysis of the inter- state level public relations and propaganda and this makes agreement on a transnational set of net and social media development and public rules for AI unlikely. policy identified differences between the dom- inant/great powers that are summarized below. References Under President Trump, the US seems set to lations by Foreign Governments. In K. Sri- ramesh & D. Vercic (Eds.), Practical and social implications Kunczik, M. (2009). Transnational Public Re- adopt some “revisionist” policy choices which The Global Public will make agreement on a set of universally Relations Handbook. Theory research and prac- agreed rules for regulating AI difficult to achieve. tice (pp. 769–794). New York, NY: Routledge. Even before Trump, the USA – along with Chi- Organski, A.F.K (1958). World Politics. New na and Russia - was not participating in a 2024 York Alfred Knopf. UN initiative working to define an agreed global Welch, D. (2016). Persuading the People. Lon-regulatory framework for AI. A more separatist don: British Library Publishing. approach to AI regulation informed by geopo- litical interests, propagandist/power projection and commercial priorities is likely to prevail in Keywords the major powers. The strategic priorities un- Artificial intelligence, AI, public relations, propa- derpinning nationalist political stances will also ganda. Country Public Policy Priority Policy Example for Internet United Commercial growth and international 1996 Telecommunications Act (under administration of Pres- ident Clinton and Vice President Gore) invests in high speed expansion by US technology corpora- network infrastructure. Under Section 230 of Communica- tions (e.g. Cisco, AOL, Netscape, Sun, States tions Decency Act (part V of 1996 Telecommunications Act) Oracle). ISPs are granted immunity from civil liability and prosecu- tion for carrying/publishing user generated content. China tion and political thinking on democ- al surveillance. racy. Google pulled out of China after censorship dispute in 2010. Use of internet technology to monitor Exclusion of Western ideas, informa- Project, which combines censorship of content with individu- 2000 Ministry of Public Security launches Golden Shield Yahoo pulled out of China in 2021 censor-avoiding technology such as 2013 Chinese Communist Party (CCP) Document No.9 citizens behaviour (including use of VPNs). warns of “7 perils” that can undermine the party, including universal values, civil society and free press. European Oppose monopolistic/anti-competitive Updated with 2016 General Data Protection Regulation (in- practices. cludes Article 17 rights to be forgotten in searches) Union Protect rights of the individual citizen. 1995 Data Protection Directive (In 2024, Apple was fined €1.8bn for 2024 Digital Services Act was introduced to strengthen users’ antitrust offences and Meta fined rights and address issues of disinformation. €800m) 4 A 144 bstrActs Adaptive internal communication: Building resilient organizations and fostering satisfaction with life Tkalac Verčič, Ana, University of Zagreb (Croatia) Verčič, Dejan, University of Ljubljana (Slovenia) Introduction and Purpose In the context of hybrid and digital workplaces, Methodology internal communication is increasingly recog- for organizational performance but also for indi- (1) qualitative focus groups and interviews to explore mechanisms influencing ICS, (2) con- nized as a strategic function essential not only The study follows a mixed-methods design: vidual well-being. This study introduces Adap- framework that explores how internal commu- munication variables, and (3) a longitudinal survey to validate the AICT model across time. tive Internal Communication Theory (AICT), a trolled experiments to test causal effects of com- ship between communication practices and out- Structural equation modelling (SEM) will be nication satisfaction (ICS) mediates the relation- comes such as engagement, employee wellbeing, used to map pathways among constructs. communication cynicism, life satisfaction and communication effectiveness. Results and Conclusions Preliminary findings suggest that trustful leader- AICT integrates leadership communication (De- formal exchanges, and positive attitudes toward digital tools are critical to ICS and employee en- cuypere et al., 2022), employee voice (Maynes Literature Review ship, supportive voice climates, spontaneous in- (Denner et al., 2024), and attitudes toward dig- ed to demonstrate that adaptive communication systems reduce disengagement and cynicism & Podsakoff, 2014), informal communication gagement. The validated AICT model is expect- et al., 2025) as key antecedents of ICS (Tkalac while promoting well-being and satisfaction. ital communication technologies (Tkalac Verčič Verčič et al., 2021). These constructs are ex- Limitations include variation across organiza- tional contexts and levels of digital maturity. amined in relation to their effects on commu- nication effectiveness (Deepa & Baral, 2021), engagement and disengagement (Moreira et al., Practical and Social Implications 2021), communication cynicism (Wilkerson et The study will provide evidence-based recom- al., 2008), employee well-being (Diener & Chan, mendations for designing resilient, inclusive 2011), and life satisfaction (Diener et al., 1985). communication systems that support employee satisfaction and societal trust in organizations. 4 A 145 bstrActs Keywords internal communication satisfaction, adaptive communication, engagement, digital transforma- tion, life satisfaction 4 A 146 bstrActs AI’s impact on reputations and relationships - ramifications for the public relations function Verinder, Ben, Chalkstream (UK) The integration of artificial intelligence (AI) into ship course’, created by the author in 2023 for the CIPR in order to address the need for a strategic Introduction and Purpose of the Study Development of the ‘AI for Reputation Leader- cantly impact the skills and capabilities required approach to AI adoption by organisations. public relations practice (PR) looks set to signifi- This paper takes a step further and considers include insight related to practitioner awareness, use and attitudes to artificial intelligence. This what the use of AI beyond the public relations study has been managed by the author since 2018. team across the organisation means for public velopment, team formation and working lives. The CIPR’s State of the Profession series, which of professionals and, as a result, reshape our de- relations as a management function. Data ethics and PR guides developed by the au- The study question is: “What are the potential thor for the CIPR in 2019. as artificial intelligence is increasingly adopted The broader work of the CIPR’s ‘AI in PR’ panel ramifications for the public relations function and utilised across various departments within to which the author has contributed, including ‘Humans Still Needed’ and ‘Ethics Guide to Ar- an organisation?” tificial Intelligence in PR’. Literature review Results and conclusions referenced in the background materials of the The potential ramifications for the public re- Over 100 research papers and online articles are ‘AI and Reputation Leadership’ course which in- lations function, as artificial intelligence is in- creasingly adopted across various departments forms this paper. within an organisation, are considerable. Methodology AI use by organisations can have a profoundly The paper combines reflections and observa- positive impact on productivity, innovation and tions as a practicing professional with primary communication capacity. and secondary research, including: Consultancy and training work with a wide range But it also introduces a plethora of challenges, of clients, supporting the responsible adoption including those relating to authenticity, intel- of artificial intelligence by organisations and/or lectual property, data and algorithmic bias, in- public relations functions. dustrial relations, privacy, misinformation and 4 A 147 bstrActs energy use. These challenges pose risks to the age the opportunities and risks presented by AI relationships between an organisation and its is pertinent to its responsibilities to the public publics. good, specifically its role in helping inform and engage citizens in relation to the social impacts As the function responsible for reputation and regulation of AI. and relationship management, engaged in ‘the planned and sustained effort to establish and References between an organisation and its publics’, these maintain goodwill and mutual understanding Verinder, B et al. (August 2024). State of the quences for the role of PR. Relations (CIPR). https://cipr.co.uk/common/ Uploaded%20files/Policy/State%20of%20 benefits and challenges have significant conse- Profession 2024, Chartered Institute of Public However, recent primary research suggests that Prof/CIPR_State_of_the_Profession_2024.pdf the PR function is struggling to contend with the Valin, J. (2018). Humans still needed. CIPR. ht- consequences of AI among its own practitioners, tps://cipr.co.uk/CIPR/Our_work/Policy/AI_ irrespective of the wider organisation. in_PR_/AI_in_PR_guides.aspx Gregory, A. and Valin, J. (2020). Ethics guide to Limitations of the study artificial intelligence in PR. CIPR. https://cipr. The development and adoption of artificial in- co.uk/CIPR/Our_work/Policy/AI_in_PR_/ telligence continues at considerable pace. Ram- AI_in_PR_guides.aspx ifications change as the technology changes. Botsman, R. (2017). Who can you trust? How technology brought us together – and why it Research specific to the views of communication could drive us apart. Penguin. ganisational adoption of artificial intelligence is Science, Innovation and Technolo- and public relations leaders in relation to the or- in its infancy. gy Committee. (2023). The governance of artificial intelligence. UK Parliament. Practical and social implications cm5803/cmselect/cmsctech/1769/report.html https://publications.parliament.uk/pa/ If the PR function does not support an organisa- for reputations and relationships, it will fail in its tion to manage the consequences of AI adoption Keywords role as a management function and other func- Artificial Intelligence, Public Relations, Reputa- tions will step in. tion Leadership If organisations are not supported by public rela- tions professionals in the adoption of AI, oppor- tunities to maximise the benefits and minimise the risks and challenges will be missed, with negative consequences for those reputations and relationships. More broadly, the role of the public relations function in supporting organisations to man- 4 A 148 bstrActs Organizational climate for appreciation: Scale development and validation Wahl, Ingrid, University of Vienna (Austria) Huber, Jeannine, University of Vienna (Austria) Einwiller, Sabine, University of Vienna (Austria) Introduction Existing measures of appreciation, such as the Employees are valued in the workplace for var- widely used scale by Jacobshagen et al. (2008) emphasize individual perceptions rather than ious reasons, including individual traits and the broader organizational climate. Thus, an in- work-related behaviors (Wahl et al., 2025). strument measuring appreciation on an organi- However, the extent to which appreciation is zational level is lacking. communicated varies across organizations. This mate of appreciation. As an instrument measur- Appreciation benefits both the employees and variability can be seen as an organizational cli- ing the organizational climate for appreciation the organizations they work for. First, apprecia- is still lacking, this study aims at developing a tion increases job satisfaction, second, it increas- one-dimensional scale consisting of six to ten es engagement, and third it decreases turnover items. The scale’s dimensionality, validity, and intention (for a summary see Wahl et al., 2025). reliability will be analyzed. Methodology Following established scale development proce- Literature Review dures (Boateng et al., 2018; Carpenter, 2018), we Employee appreciation is defined “as employees’ conducted an extensive item generation process: perception of being valued by others through (1) scrutinize the employee appreciation and cli- positive signals regarding their individual char- mate literature for adequate items, (2) conduct acteristics and/or their work-related behav- interviews with employees on their experiences iors and competencies. Under-appreciation with appreciation, (3) incorporate feedback of means the lack of perceived appreciation, while five experts on either scale development or em- over-appreciation refers to perceiving too much ployee appreciation. appreciation” (Wahl et al., 2025, p. 13). Thus, we define an appreciative climate as a working en- The item pool generated in this way will be pi- vironment in which employees are signaled that loted with a sample of 100 German-speaking their individual characteristics and/or work-re- employees. After this, we will establish the di- lated behaviors and competencies are valued. mensionality of the scale with a sample of 500 Such climates provide balanced and credible German-speaking employees. A second sample appreciation, avoiding both lack and excess. of 500 German-speaking employees is used to 4 A 149 bstrActs validity and reliability of the scales. The data col- Boateng, G. O., Neilands, T. B., Frongillo, E. A., lection will be completed in March 2025. replicate the dimensionality and to check the References Melgar-Quiñonez, H. R., & Young, S. L. (2018). will include established scales on job satisfac- search: A primer. Frontiers in Public Health, 6. tion, engagement, and turnover intention. Items https://www.frontiersin.org/articles/10.3389/ on appreciation from colleagues and superiors fpubh.2018.00149 For demonstrating criterion validity, the surveys scales for health, social, and behavioral re- Best practices for developing and validating will be included, for analyzing construct valid- ity. The study has been deemed ethically sound, Carpenter, S. (2018). Ten steps in scale develop- and the scale development procedure will be ment and reporting: A guide for researchers. pre-registered at the Open Science Framework. Communication Methods and Measures, 12(1), 25–44. https://doi.org/10.1080/19312458.2017 As suggested by Boateng et al. (2018), explor- Jacobshagen, N., Oehler, N., Stettler, E., Liechti, S., & Semmer, N. (2008, November). Appreci- atory and confirmatory factor analyses will be ation at work: Measurement and associations Results and conclusions .1396583 conducted to establish the scale’s dimensionality, demonstrate the scale’s consistency, and correla- an Academy of Occupational Health Psychol- ogy, Valencia, Spain. http://doi.apa.org/get-pe- reliability analyses (e.g., Cronbach’s Alpha) will with well-being. 8th Conference of the Europe- and criterion validity. The aim is to develop a doi.cfm?doi=10.1037/e573012012-222 tion analyses will establish the scale’s construct one-dimensional scale with six to 10 items that Wahl, I., Stranzl, J., Ruppel, C., & Einwiller, S. measures the organizational climate for appreci- (2025). Employee appreciation: A systematic ation in a valid and reliable way. review and research recommendations. Pa- per presented at the 75th Annual International Implications and future research Communication Association Conference, Den- The developed scale will provide communica- ver, Colorado. tion experts with a tool to gauge the appreciative climate prevailing in their organizations. This Keywords information can be used to plan communication employee appreciation, organizational climate, strategies increasing the climate for appreciation scale development, validation study. in the organization. This would benefit both the employees and the organization. Employee appreciation researchers can utilize this scale in their research, when they want to measure appreciation on the organizational level rather than on the individual level of employees. A revalidation of the scale in cultures other than German-speaking ones appears valuable for fu- ture research. 4 A 150 bstrActs AI Risks: Are European Communication Professionals Ready? A Study on Individual and Organisational READINESS Wang, Yijing, Erasmus University Rotterdam (The Netherlands) Ravazzani, Silvia, Università IULM (Italy) Anton, Anca, University of Bucharest (Romania) Introduction and purpose of the study to understand how to prepare for the opportu- Artificial intelligence (AI) technologies are in- nities and risks associated with AI at both an individual and organizational level and how to creasingly being used by both individuals and develop effective strategies to reap the benefits organizations (Oh & Ki, 2024). However, there is of AI while mitigating the risks in the workplace. still a lack of in-depth understanding of wheth- While researchers in other fields have attempted er this disruptive innovation represents more of to answer this call, little research has been con- an opportunity (the “good guy”) or a threat (the ducted in the field of strategic communication “bad guy”) for communication, marketing and and public relations (Bowen, 2024; Oh & Ki, consulting professionals particularly (Zerfass et 2024; Yue et al., 2024). al., 2020). This study aims to explore how these professionals perceive AI-related risks in the workplace and what is considered important for Methodology READINESS in the context of AI adoption at the This study employed an online survey with individual and organizational level. open-ended questions to gather input from communication, marketing and consulting pro- AI’s impact on communication professionals Romania and the Netherlands. A total of 84 re- sponses were collected and analyzed through a Literature review fessionals in three European countries — Italy, showcases its dual role as facilitator and disrup- thematic analysis, with an intercoder reliability tor in the workplace: on the one hand, AI tech- test also conducted. nologies can positively contribute to improving creative communication processes, personal- izing interactions with stakeholders and opti- Results and conclusions mizing operational efficiency (Chintalapati & Seven core themes emerged from the analysis, Pandey, 2022); on the other hand, they also pose including 1) the forms of risk anticipated in re- potential risks such as misinformation and bias lation to the adoption of generative AI in the (Bowen, 2024). Therefore, it is critical for pro- workplace; the conceptualization of 2) individu- fessionals involved in communication processes al and 3) organizational READINESS in the face 4 A 151 bstrActs portant for the development of 4) individual and Bowen, S. A. (2024). “If it can be done, it will 5) organizational READINESS; and the aspects of AI-related risks; the factors considered im- References of the 6) physical and 7) digital work environ- role for public relations. be done:” AI Ethical Standards and a dual ment that contribute to building organizational Public Relations Re- READINESS. Participants identified several po- view, 50(5), 102513. https://doi.org/10.1016/j. pubrev.2024.102513 tential risks associated with the use of generative AI technologies in the workplace, encompassing Chintalapati, S., & Pandey, S. K. (2022). Arti- data security, over-reliance on automation, and ficial intelligence in marketing: A systemat- ethical challenges, reflecting diverse concerns ic literature review. International Journal of shaped and informed by their professional con- Market Research, 64(1), 38-68. https://doi. texts. Participants also elaborated on their own org/10.1177/14707853211018428 conceptualization of individual READINESS Oh, J., & Ki, E. J. (2024). Can we build a rela- and organizational READINESS, as well as on tionship through artificial intelligence (AI)? the factors considered important for promot- Understanding the impact of AI on organiza- ing personal and organizational resilience and tion-public relationships. Public Relations Re- dealing effectively with AI-related risks. Find- view, 50(4), 102469. https://doi.org/10.1016/j. ings from the thematic analysis revealed both pubrev.2024.102469 and immaterial aspects (e.g. technological and Zhou, A., & Al Rawi, A. (2024). Public Rela- tions Meets Artificial Intelligence: Assessing communication tools) that help to build cultural Utilization and Outcomes. Journal of Public ability to overcome AI-related risks and achieve tive and creative spaces) as well as technological Yue, C. A., Men, L. R., Davis, D. Z., Mitson, R., structural and material aspects (e.g. collabora- collective efficacy. Relations Research, 1-22. https://doi.org/10.10 80/1062726X.2024.2400622 Practical and social implications Zerfass, A., Hagelstein, J., & Tench, R. (2020). derstand how to prepare for the opportunities and knowledge, impact, challenges and risks. and risks associated with AI at both an individ- Journal of Communication Management , 24(4), ual and organizational level and how to devel- 377-389. This study offers relevant insights to better un- agement: a cross-national study on adoption Artificial intelligence in communication man- op effective strategies to reap the benefits of AI 2019-0137 https://doi.org/10.1108/JCOM-10-while mitigating the risks in the workplace. The- oretical and practical implications can be drawn from this. For example, the results of this study Keywords underline the need for clear, ethically oriented artificial intelligence; AI-related risks; READI- corporate strategies that protect data and man- NESS; communication professionals age AI-related security risks while maintaining critical thinking and creativity in increasing- ly automated environments. READINESS ap- pears to depend on a balanced integration of AI, where the human element — creativity, collabo- ration and strategic oversight — remains critical and needs to be nurtured at an individual level through training, peer support and leadership. 4 A 152 bstrActs Exploring the Impact of Using Generative Artificial Intelligence on Productivity and Quality in Corporate Communications Wong, Janice, Centre for Professional Communication, Singapore Institute of Technology (Singapore) Introduction and purpose The research questions are: ative artificial intelligence (Gen AI) believe that How does Gen AI impact the productivity and Organizations that are early adopters of gener- it will improve the productivity and work quali- work quality of corporate communications practitioners? ty of their employees (World Economic Forum, how far this belief applies to corporate commu- What is the future role of Gen AI in the produc- 2024). This study seeks to empirically assess nication practitioners based on their experienc- tivity and work quality of these practitioners? es with using Gen AI. It also seeks to uncover the practical considerations for corporations when Methodology adopting Gen AI in communications on a global A theory-building approach is taken due to lim- scale. ited research on the use of Gen AI in improving productivity and quality in corporate communi- Literature review cation. It is based on semi-structured interviews Gen AI could boost work quality and produc- of 24 practitioners from 12 countries globally tivity by freeing up time from low-value tasks, who have access to OpenAI platforms. allowing focus on higher-value activities (World The interviews started with open-ended ques- Economic Forum, 2024). Gen AI tools based on tions asked with flexibility. Questions include: Large Language Models are increasingly being What do you use Gen AI for as a professional? used in the communications sector (Al Naq- How do you think it impacts your productivity or bi, Bahroun, & Ahmed, 2024). Hence it raises work quality? How do you see the role of AI evolv- the question of how corporate communication ing in corporate communications? practitioners should think about Gen AI to take Content analysis of the transcripts allows the advantage of the productivity or quality gain. conclusion to emerge through recognising pat- terns of relationships between Gen AI, produc- tivity and quality. 4 A 153 bstrActs Findings by AI which can handle large data sets and audi- Productivity impact is clear ence analytics. –Almost all inter-viewees agreed that there are productivity gains in using Gen AI in terms of faster speed of gen- Practical implications and future re- erating outputs but this is blunted by the need search to regularly double-check the outputs to ensure Given the productivity gains, the use of Gen AI accuracy. This productivity gain in turn has eco- in corporate communications should be encour- nomic value such as doing away with paying for aged subject to the conditions raised by the in- external translation services or more time to fo- terviewees, such as quality checks and ensuring cus on high-value strategic work. the confidentiality of data inputs. Socio-cultural limitations highlight the need for inclusive AI Quality impact is mixed – Interviewees experi- tools for global corporations. enced improvement in terms of language quali- ty, idea generation and critical feedback on work This study presents an empirical foundation for from Gen AI, but also brought up how AI-gen- understanding the impact of using Gen AI on erated contents are prone to errors or lack au- the productivity and work quality of corporate thenticity. Non-native speakers of English bene- communications practitioners so as to steer the fited from the quality improvement arising from profession towards a more informed approach. using Gen AI to polish their English or produce With the rise of alternate Gen AI platforms such translations but criticized the quality of output as DeepSeek, future research can examine the generated in local languages. implications of using different platforms in spe- cific socio-cultural contexts such as Asia. Socio-cultural context matters –Interviewees who conduct their work mostly in local lan- References guages pointed to the inability of ChatGPT to Al Naqbi, H., Bahroun, Z., & Ahmed, V. (2024). produce quality non-English contents, its skew Enhancing work productivity through gener- towards “western” views, and the missing of cul- ative artificial intelligence: A comprehensive tural nuances as a deterrent to using it. OpenAI literature review. Sustainability , 16 (3), 1166. acknowledged this bias on its website (OpenAI, Kaclová, M. (2024). Exploring the Landscape: 2025. This observation is consistent with a study Generative AI Adoption Among Central and on AI adoption within the Central and Eastern Eastern European PR Professionals. Interna- European public relations (PR) sector (Kaclová, tional Journal of Strategic Communication, 2024) and the Global PR Research (Sriramesh & 1-16. Vercic, 2003) which highlighted the impact of socio-cultural variables on PR practice. OpenAI. (2025). Is ChatGPT biased? Ope- nAI Help Center. Retrieved January 21, Future of Gen AI: Automation versus augmen- 2025, from https://help.openai.com/en/arti- for communication practitioners is a unanimous Sriramesh, K., & Vercic, D. (2003). A theoretical view, with it already taking over some operation- framework for global public relations research tation – That Gen AI will continue to be a tool cles/8313359-is-chatgpt-biased al tasks such as translation and media monitor- and practice. In The global public relations ing. Some interviewees are projecting strategic handbook (pp. 37-56). Routledge. decision-making such as those related to chan-nel management will be increasingly augmented 4 A 154 bstrActs World Economic Forum. (2024). Leveraging generative AI for job augmentation and work- force productivity. https://reports.weforum. org/docs/WEF_Leveraging_Generative_AI_ for_Job_Augmentation_and_Workforce_Pro- ductivity_2024.pdf Keywords Generative Artificial Intelligence, Productivity, Quality, Corporate Communications 4 A 155 bstrActs AI-powered Influence: How digital humans reshape consumer behavior. Examining the Mediating Roles of Perceived Value and Trust Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Zheng, Nanxiao, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Introduction and Purpose of the Study external stimuli trigger internal organisms and Recently, digital humans—AI-driven virtual subsequently affect human behavior. Informa- tion quality refers to consumers’ evaluations models—have gained popularity in e-commerce of the value and usefulness of the information livestreaming to engage with consumers online. conveyed by digital humans (Hilligoss & Rieh, With the vivid simulation of human behaviors 2008). Active control, two-way communication, and appearances and its cost-effective and flex- and synchronicity are three essential conceptu- ible characteristics, digital humans can create al dimensions of interactivity (Kim et al., 2012). enormous value in the e-commerce industry by Prior research has found that digital humans can influencing consumers’ purchase intentions and effectively influence consumers’ purchase inten- subsequent behaviors. In April 2023, Jing Dong tions compared to humans. It is thus hypothe- (JD) created a digital replica of its founder for a sized that consumers’ purchase behavior will be live-streaming event that drew over 20 million facilitated when their appraisals of information views and generated sales of 50 million yuan quality are positive, and their interactivity is (about USD 6.9 million) (Fan, 2024). Howev- high during interactions with digital humans. er, few existing studies have examined the un- quality and their interactivity involving digital is influenced by its trustworthiness and useful- ness. Perceived trust and value usually increase humans. This study aims to dig into this area by when there is a greater sense of certainty and a exploring the mediating role of perceived trust consumers cognitively respond to information Additionally, the perceived information quality derlying psychological mechanisms by which and value for purchase behavior and providing stronger belief in the usefulness of information quality. Furthermore, studies regarding online implications for studying digital humans from commerce have found perceived trust and per- users’ perspectives. ceived usefulness as mediating psychological Literature Review agent gender, anthropomorphism) and purchase variables between digital human attributes (e.g., The study adopted the Stimulus-Organism-Re- intention. Therefore, perceived trust and value sponse (SOR) framework by Mehrabian and may mediate the relationship between informa- Russell (1974). The framework examines how tion quality and purchase behavior in this study. 4 A 156 bstrActs Moreover, interactivity was found to positively standing of the questionnaire (see Figure 2). De- affect attitudes, including perceptions of val- mographic information was also measured. ue and trust (Kim et al., 2012). Under the SOR framework, it is possible that perceived trust Figure 2: Example of JD founder’s digital human and values also play a mediating role between interactivity and purchase behavior. The seven hypotheses are proposed (see Figure 1). Methodology The study employed a cross-sectional survey with convenience sampling, collecting 562 valid responses from Chinese social media users. The respondents were first asked about their previous experiences with digital humans in live-stream- ing e-commerce, followed by a video clip of the JD founder’s example to enhance their under- Figure 1: Conceptual model and hypotheses of the study 4 A 157 bstrActs Results and Conclusions increase (H6a and H6b are supported). As for Analyzing with SPSS 26, all scales of variables interactivity, results showed that both indirect and direct effects were significant (supporting were shown to have good reliability (α> 0.7). The H2 and H4a, H4b), indicating a partial media- results of the Pearson correlation revealed that tion between interactivity and purchase behav- all correlations were positive and statistically sig- ior (H7 is supported) (see Figure 3 for details). nificant among all variables. Testing the mediat- To summarize, improving digital humans’ in- ing effect, Model 4 in the PROCESS macro by teractivity indirectly enhances consumers’ Hayes (2022) was performed. The bias-corrected purchasing behavior, and this effect is further 95% confidence and 5,000 bootstrapped samples strengthened via perceived trust and value. In showed that there was an insignificant direct ef- comparison, consumers’ purchasing behavior is fect between information quality and purchase highly dependent on their perceptions of trust behavior (H1 is not supported) but a significant and value in terms of information quality of dig- indirect effect through perceived trust and val- ital humans, as information quality alone does ue (supporting H3a, H3b, H5a, and H5b). This not directly influence purchasing behavior. suggests that perceived trust and value fully me- diate the relationship between information qual- ity and purchase behavior, resulting in a positive Figure 3: Parallel mediation effects between the variables 4 A 158 bstrActs Practical and Social Implications Keywords Theoretically, the study extends the applicability Digital Human, e-commerce live streaming, pur- of the SOR framework into the context of digital chase behavior, perceived value, perceived trust humans in e-commerce live streaming by uncov- ering the underlying mechanism linking digital human attributes to consumers’ purchasing be- havior. Practically and socially, the study offers insights into the efficient development of digi- tal humans as a new business marketing model. Companies should optimize the interactive de- sign of digital humans to enhance the sense of two-way communication and synchronicity, en- couraging consumers to purchase the products. Improving consumers’ perceptions of value and trust in digital humans should be a key market- ing and communication strategy component. References Fan, F. (2024). Virtual humans helping spur e-commerce: Avatars able of livestreaming sessions 24/7 save big bucks for enterpris- es. China Daily. Retrieved 2025.1.8 from https://www.chinadaily.com.cn/a/202405/07/ WS66398723a31082fc043c5a10.html Hayes, A. F. (2022). Introduction to mediation, moderation, and conditional process analy- sis: A regression-based approach (Vol. 3). The Guilford Press. Hilligoss, B., & Rieh, S. Y. (2008). Developing a unifying framework of credibility assessment: Construct, heuristics, and interaction in con- text. Information Processing & Management, 44(4), 1467-1484. https://doi.org/10.1016/j. ipm.2007.10.001 Kim, J., Spielmann, N., & McMillan, S. J. (2012). Experience effects on interactivity: Functions, processes, and perceptions. Journal of Busi- ness Research, 65(11), 1543-1550. https://doi. org/10.1016/j.jbusres.2011.02.038 Mehrabian, A., & Russell, J. A. (1974). An ap- proach to environmental psychology. The MIT Press. 4 A 159 bstrActs AI in Public Relations: Exploring Professional Attitudes, Adoption Intentions, and Internal Communication Yang, Sung-Un, Boston University (USA) Yue, Cen April, Boston University (USA) Krishna, Arunima, Boston University (USA) Wright, Donald K., Boston University (USA) This study aims to explore the factors influenc adopt AI and their commitment to AI-related - organizational changes. Specifically, we will Introduction and Purpose of the Study munication influences employees’ intention to Specifically, we seek to understand how various munication and charismatic leadership commu- nication. Additionally, we will consider several attributes of AI technology, internal organiza- moderators that may influence these outcomes, tional communication, and individual character- behaviors toward AI adoption in the workplace. focus on the impact of dialogic internal com- ing public relations professionals’ attitudes and istics shape PR professionals’ intention to adopt including individual characteristics and existing employee-organization relationships. and utilize AI technologies. First, we aim to examine how the salience of Literature Review perceived AI innovation attributes—such as its AI technologies are influencing the public re- relative advantage, compatibility, ease of use, lations industry in unprecedented ways. Indus- trialability, and observability—will be related try reports and trade organizations have begun to PR professionals’ attitude toward and inten- highlighting the benefits and concerns associat- tion to use and adopt AI. Second, we will in- ed with AI in public relations (Gregory et al., vestigate which benefits and concerns related to 2023). At the same time, academic literature is AI use are most significant to practitioners, and starting to catch up, providing a deeper under- how these factors impact employee outcomes, standing of how these technologies affect indi- including job satisfaction, job performance, and viduals, industries, and society as a whole (Yue openness to AI adoption at work. Third, we aim et al., 2024). Existing research has enumerated to explore the potential for a third-person effect, several benefits of AI technologies in public re- wherein PR professionals perceive that AI will lations. For instance, AI can streamline media have a more significant impact on others than monitoring, enhance data analysis, and improve on themselves, particularly in terms of its dis- content creation efficiency. However, these ben- ruptive and negative effects on their colleagues. efits are accompanied by risks, including po- Fourth, we plan to explore how internal com- tential job displacement, privacy concerns, and 4 A 160 bstrActs ethical challenges regarding algorithmic bias- and charismatic leadership communication to es. Meanwhile, research on previous technolo- assess how leaders convey vision, passion, and gy-related changes has emphasized that the suc- care related to AI adoption. cess of technological adoption often hinges on how well organizations manage communication Results and Conclusions process (Lewis, 2019). Data will be analyzed using SPSS and AMOS and support systems throughout the transition between April and June of 2025. Based on our Despite the value of descriptive and explor- study goals, we predict that PR professionals’ atory research, there is a gap in understanding attitudes toward AI will be positively related to how various factors interact to influence public the perceived relative advantage of AI, its ease relations professionals’ attitudes and behavioral of use, compatibility with existing practices, tri- adoption of AI technology in their work. Most alability, and observability. Second, we will find studies have predominantly focused on the tech- out which benefits and concerns are most sig- nological attributes of AI, often overlooking the nificant to practitioners and explore how these agency of individual practitioners and the orga- factors influence employee outcomes. Third, we nizational strategies employed to communicate will know whether a third-person effect exists. about AI adoption. Furthermore, while insights Fourth, we predict that effective internal com- from interview-based research have provided munication will enhance professionals’ posi- valuable qualitative perspectives on why and tive attitudes toward AI, adoption intentions, how practitioners approach AI use in the work- and commitment to AI-related organizational place, survey-based research is needed to gen- change. eralize these findings across larger populations. Practical and Social Implications Methodology This research could provide critical insights for We have partnered with PRWeek, a leading or- public relations professionals and organizations ganization of news, analysis, and features for navigating AI adoption. By understanding the the public relations industry, to collect survey psychological and organizational factors influ- data from PR professionals across the United encing AI integration, PR firms can develop States. Data collection is currently underway, more effective communication strategies and and our target sample size is 1,000 PR profes- support systems during technological transi- sionals, ensuring diverse representation in terms tions. The study may help mitigate potential of age, gender, ethnicity, organizational type, employee resistance, address concerns about cluding their own self-perception and how they - technologies in professional environments. believe their PR peers view these technologies. Keywords Drawing from innovation diffusion theory, we questions on professionals’ perceptions of the collaborative approaches to implementing AI opportunities and risks associated with AI, in size, and managerial roles. The survey includes job displacement, and create more transparent, also measure perception of various AI attributes. AI adoption, public relations professionals, AI at- Additionally, we measure dialogic internal com- titude, AI-related change, leadership, communi- munication to capture mutuality and openness, cation strategies Here, we are part of something bigger. This is your home and ours. And that’s why in our home region of Southeast Europe, we provide so much more than just financial services. We are committed to creating a thriving society where every individual and every business can discover new opportunities. For whatever may come. Let’s bet on sustainability Signed up to provide equipment for more than 100 fire brigades a year. Jošt, policyholder When you take out insurance with Zavarovalnica Triglav, you are signing up to much more than just your own security. You are signing up to help more than 270 projects that make communities across Slovenia safer and more beautiful. Together with us, you are signing up to a better world. 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