مجلة الرسالة للدراسات الإعلامية
Volume 9, Numéro 3, Pages 27-39
2025-10-31

Artificial Intelligence In Public Relations - From The Inevitability Of Modernization To The Dialectic Of Change –



Authors : Guenifa Ines .

Abstract

Public relations has an important role in organizations, as it relies on communication skills and creativity to build a positive image of itself and enhance its interaction with its internal and external audiences alike. With the development of artificial intelligence, and the radical transformations that this field is witnessing in the methods and techniques used; this study came to highlight the enormous potential of artificial intelligence to bring about real changes in public relations, starting from accurately analyzing data and customizing messages that suit the needs and interests of the audience to providing innovative solutions that enhance the quality of communication in the organization. To achieve this transformation effectively, it has become necessary to shift from modernization to change in order to ensure the integration of artificial intelligence with public relations visions and goals. Keywords: Public relations has an important role in organizations, as it relies on communication skills and creativity to build a positive image of itself and enhance its interaction with its internal and external audiences alike. With the development of artificial intelligence, and the radical transformations that this field is witnessing in the methods and techniques used; this study came to highlight the enormous potential of artificial intelligence to bring about real changes in public relations, starting from accurately analyzing data and customizing messages that suit the needs and interests of the audience to providing innovative solutions that enhance the quality of communication in the organization. To achieve this transformation effectively, it has become necessary to shift from modernization to change in order to ensure the integration of artificial intelligence with public relations visions and goals. Keywords: Artificial Intelligence (AI); Change; Digital Public Relations; Modernization; Public Relations (PR); Technology . ; Change; Digital Public Relations; Modernization; Public Relations (PR); Technology .

Keywords

Artificial Intelligence (AI) ; Change ; Digital Public Relations ; Modernization ; Public Relations (PR) ; Technology

Les articles similaires

Public Freedoms And Public Order Within The Jurisprudence Of The French Council Of State - From The Dialectic Of Nature To The Inevitability Of Comparison –

Bezzahi Saloua . 
pages 83-97.

The Use Of Artificial Intelligence Applications In Public Relations Management: Reality And Challenges A Qualitative Study On A Sample Of Some Banks Public Relations Practitioners In Algeria.

Khalfi Nacera . 
pages 550-569.

عقوبة الإعدام بين حتميّة القصاص وجدليّة الحق في الحياة (دراسة تحليليّة على ضوء الأحكام الشّرعيّة والنّصوص التّشريعيّة) Death Penalty Between The Inevitability Of Retribution And The Dialectic Of The Right Of Life

سمية بهلول . 
ص 43-56.

The New Public Management Movement As An Approach To Public Sector Reform-the Algerian Experience In The Modernization Of Public Administration As A Case

Bouklachi Imad . 
pages 107-122.

Digital Ethics In Online Journalism Between The Dialectic Of Theorizing Between The Dialectic Of Theorizing Credibility And Objectivity As A Mode

كرفيس مؤمنة زكية .  حورية معلاوي . 
ص 51-59.

Formats de citation