ANALYSIS OF PUBLIC RELATIONS PRACTITIONER IN ORGANIZATIONAL COMMUNICATION EFFECTIVENESS AMID THE INFLUX OF ARTIFICIAL INTELLIGENCE (AI)

Abstract

Public Relations (PR) is a profession in which companies typically employ individuals skilled in both verbal and written communication. Within organizational communication, PR is highly essential for maintaining an organization's image. This study aims to analyze the effective implementation of Artificial Intelligence (AI), examine the negative impacts arising from its use, and identify ethical communication strategies in the AI era within Public Relations practices. The research method employed is a descriptive qualitative approach, with data gathered through interviews with PR practitioners who utilize AI in their work. The results indicate that the excessive use of AI can lead to dependency, diminish individual communication skills, generate rigid messages, and potentially spread inaccurate information if left unverified. Communication ethics remains the most critical aspect of PR practice, despite the integration of AI. This study does not frame AI as a replacement for human roles, but rather seeks to understand how to prevent its over-reliance in Public Relations. Any information or content generated by AI should strictly undergo review and verification before being published to the general public.