The New Brave World of Public Relations: The Impact of Organizational Dynamics on Adoption of AI

The transformative potential of Artificial Intelligence (AI) in strategic communication is widely acknowledged, yet existing academic research provides insufficient guidance on both understanding this transformation theoretically and optimizing AI's benefits. This study addresses these critical gaps in the literature by focusing on the effective use and theoretical comprehension of AI in public relations. We investigate the perceived knowledge gaps among senior public relations professionals regarding AI integration in organizational operations. Using a mixed methods study approach involving a survey and focus group with senior industry leaders, this research explores AI applications in public relations. Drawing on the Model of Personal Computing Utilization (MPCU) from the field of Information Systems, this interdisciplinary study offers a robust framework to analyze AI's role and its impact on reshaping public relations practices. The findings emphasize the critical influence of organizational dynamics on AI adoption, highlighting the importance of dynamic capabilities in leveraging AI as a source of competitive advantage. We provide key insights into the effective integration of AI in strategic communication, address important ethical considerations, and propose avenues for future research.