2025, Vol. 6, Issue 2, Part A
The role of artificial intelligence in public relations strategies: Analyzing the impact of generative AI technologies on organizational image building
Author(s): Huda Raad Yousif
Abstract: This study examines the implications of generative AI technology for public relations practice and the development of organisational reputation. By comparing the analysis of 13,087 Department of Justice press releases and AI-generated counterparts, we discovered significant differences in content features, sentiment patterns, and organisational messaging. Results indicate AI-generated press releases are consistently shorter (approximately 1,000 characters versus human-authored 3,000-7,000), contain fewer sentences (average of 9 versus 45), and exhibit overwhelmingly more positive sentiment profiles. Human-generated content displays nuanced variation in sentiment proportional to subject matter, while AI-generated content always positively skews content regardless of subject matter. Quantitative comparison of words and phrases used in image-building revealed a positive correlation between reputation-strengthening words and phrases and sentiment scores, where AI-generated content emphasised organisational strengths more consistently than their human counterparts. The research reveals that while generative AI is delivering efficiency and consistency value to PR work, it is challenging to convey complex or sensitive messages with the finesse necessary. The findings reveal that organisations should strategically employ AI for mundane, favourable releases while reserving human writing for sensitive releases which necessitate emotional intelligence and contextual understanding. This research provides a framework for understanding how AI technologies can assist human experience in organisational image construction by way of strategic communications.
Pages: 07-20 | Views: 1306 | Downloads: 900
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How to cite this article:
Huda Raad Yousif. The role of artificial intelligence in public relations strategies: Analyzing the impact of generative AI technologies on organizational image building. International Journal of Advanced Mass Communication and Journalism. 2025; 6(2): 07-20.
