Abstract

SEBASTIAO, Sónia Pedro. Artificial intelligence in Public Relations? No thank you. Perceptions of European Communication and Public Relations Professionals. Media & Jornalismo [online]. 2020, vol.20, n.36, pp.93-108. ISSN 1645-5681.

This article analyzes the responses of communications and public relations professionals to European Communication Monitor 2019 questions related to artificial intelligence. These questions aimed to highlight the knowledge of professionals about Artificial Intelligence and their perception of the impact, obstacles and risks to the profession. In methodological terms, responses were collected in February 2019, across Europe, using the EACD database and dissemination to the professional community through national research collaborators. Once the data was collected, the responses of Portuguese professionals were selected and their descriptive statistical analysis was performed. Portuguese results follow the European standard, although there are very significant differences in the results collected. These show that Portuguese respondents are among the least informed about AI in Europe, perceiving greater impact with the adoption of AI in the way the communication and public relations professions will have to adjust (macro level). Requirements that are difficult to meet and may be obstacles to the adoption of AI by communication and public relations departments and agencies include the skills of these professionals (micro level). Finally, the biggest risks relate to the need for organizations to struggle with their employees’ skills gap and unclear responsibilities (micro level).

Keywords : communication and public relations professions; creativity; artificial intelligence; ECM2019.

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