Public Relations and the Rise of AI

Regina Luttrell is an Associate Professor of Public Relations and the Senior Associate in the S.I. Newhouse School of Public Communications at Syracuse University, USA. Adrienne A. Wallace is Associate Professor of Advertising and Public Relations in the School of Communications at Grand Valley State University, USA.

List of Contributors

Editors Introduction

Part I: Creative & Storytelling

Chapter 1: Examining Generative Artificial Intelligence’s Role and Influence in DEI Creative Content

Rosalynn A. Vasquez, Baylor University

Chapter 2: Ethical Frontiers: Balancing Innovation and Integrity in AI-Enhanced Public Relations

Jamie Ward, University of Toledo

Part II: Personalization & Targeted Communication

Chapter 3: Unpacking AI Discrimination from a DEI-Conscious PR Perspective

Myungok Chris Yim, Loyola University Chicago

Chapter 4: Artificial Intelligence and Stakeholder Engagement in Public Relations: Industry Promises, Potential Pitfalls and a Proposed Framework for a Path Forward

Nathan Gilkerson, Marquette University and Rebecca Swenson, University of Minnesota

Chapter 5: AI Regulation and Ethical Considerations Surrounding the Use of Artificial Intelligence in PR: The Need for Transparency and Accountability

Marina Vujnovic, Monmouth University; Dean Kruckeberg, UNC Charlotte; Lukasz Swiatek, University of New South Wales; and Chris Galloway, Massey University

Part III: Media Monitoring, Influencer Relations, and Reputation Management

Chapter 6: AI-Powered Synthetic Personas: Impacting the Future of Public Relations Campaigns

Regina Luttrell, Syracuse University and Carrie Welch, Syracuse University

Chapter 7: AI-powered Enhancements in Media Relations: Exploring Potential and Ethical Considerations in Public Relations

Hollin Nies, Gannon University and Liang Zhao, Vansary

Chapter 8: Digital Dilemmas: AI's Influence on Ethical Crisis Communication

Erika J. Schneider, Syracuse University and Courtney D. Boman, University of Alabama

Part IV: Data Analytics

Chapter 9: A Dual Perspective: A Review of Recent Research on Artificial Intelligence in Public Relations

Christopher J. McCollough, Jacksonville State University

Chapter 10: Listening & AI

Travis Loof, Independent Researcher

Chapter 11: Leveraging Artificial Intelligence in SEO and SEM for Public Relations

Adrienne A. Wallace, Grand Valley State University

Part V: Mis/DisInformation & AI + PR

Chapter 12: Generating AI Pasts and Futures, Doing Public Relations in the Present

David Gurney, Texas A&M University-Corpus Christi and Michelle Maresh-Fuehrer, Texas A&M University-Corpus Christi

Chapter 13: Generative AI, Algorithms, and Ethics: A Case for Critical Digital Literacy in PR

Laurence José, Grand Valley State University

Chapter 14: Disinformation in the Era of Generative AI: Challenges, Detection Strategies, and Countermeasures

Jason Davis, Syracuse University

Glossary

Index