Appraisal of Dispositions and Gratifications of Artificial Intelligence Application Among Public Relations Practitioners in Rivers State
Keywords:
Appraisal, Dispositions, Gratifications, Artificial Intelligence, ApplicationAbstract
The study appraises the Dispositions and gratifications of artificial intelligence application among public relations practitioners in Rivers State. To achieve this, the study raised three objectives which are to; examine the dispositions of public relations practitioners in Rivers State toward the application of artificial intelligence in their profession; identify the gratifications derived by public relations practitioners in Rivers State from using artificial intelligence in their professional activities; assess the factors influencing the adoption or resistance to artificial intelligence among public relations practitioners in Rivers State. The study was anchored on one theory; Technological Determinism Theory. The survey research design was used for this study. The population of this study comprised all the public relations practitioners in Rivers State. The total population of this study is 250 (NIPR Secretariat, Port Harcourt). Therefore, since the population of the study is small and manageable, Census was used to adopt the entire population of 250 as the sample size. Purposive sampling technique was used to administer the instrument to the respondents. Questionnaire was used as Instrument for data collection. Weighted Mean Score (four point likert scale) was used to analyze the data generated from the questionnaire. Findings of the study showed the attitude of public relations practitioners in Rivers State towards the adoption of artificial intelligence in their work such as Concerns about AI replacing human elements, emphasis on foundational skills, recognition of AI’s enhancing capabilities etc. Findings of the study showed the benefits public relations practitioners in Rivers State derive from the application of artificial intelligence in their work such as Enhanced media monitoring, Improved crisis management, and personalized communication. The study concluded that public relations practitioners in Rivers State exhibit a mixed disposition toward the adoption of artificial intelligence in their profession. While many recognize AI’s ability to enhance their work such as improving media monitoring, crisis management, and personalized communication there are concerns about AI replacing the human elements, leading to a strong emphasis on foundational PR skills. The study recommended that public relations practitioners in Rivers State should undergo regular training and workshops to improve their understanding and practical application of artificial intelligence in their profession. The study also recommended that organizations and PR agencies should identify and promote the specific benefits of AI that enhance job satisfaction, such as improved content creation, audience analysis, and crisis communication management.
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