Assessing the Awareness, Adoption, and Strategic Integration of Artificial Intelligence in Public Relations Practice: Insights from Public Relations & Communication Professionals

Abstract

This study explores the integration and impact of Artificial Intelligence (AI) in the field of public relations (PR). Using a quantitative survey approach, data was gathered from professionals across corporate, governmental, consultancy, and non-profit sectors. The aim of the study was to assess awareness, adoption, perceived impact, prospects, and the challenges associated with AI in public relations practices. A structured questionnaire was distributed, which included demographic items, five core AI-related questions, and a series of Likert-scale items assessing the effect of AI on PR. Respondents represented various domains of public relations, with a dominant focus on general communication (85%) and media relations (68%). The results of the study revealed that AI technologies were widely used among PR professionals, with 87% using smartphone assistants and 58% using smart devices. In addition, no significant gender-based differences were found in adoption patterns. Regarding perceptions of AI, professionals predominantly understood AI as involving automated decision-making and data-based learning. AI was also expected to significantly reshape the public relations landscape, alter operational processes, and influence individual roles. Mean scores (ranging from 3.54 to 3.74) reflected moderate to high expectations of AI’s impact on public relations. Additionally, AI was not viewed as a threat to job security or professional identity. Mean scores for risk-related items were all significantly below the test value of 4, indicating confidence in human relevance and adaptability.

Unlike earlier international studies, Nigerian professionals perceived fewer barriers and risks in adopting AI. This suggests either early-stage optimism or limited engagement with the full implications of AI technologies. Importantly, the study emphasizes that the routine use of AI tools does not amount to professional competence in their strategic application. Based on the findings, the study recommends the need for professional development through formal training programs, curriculum reforms in public relations education to include AI literacy, and strategic leadership from industry bodies like the Nigerian Institute of Public Relations (NIPR) to guide awareness and responsible adoption.