This article discusses the concept, benefits, application, impact and role of artificial intelligence (AI) in public relations (PR) industry. It examines the application of AI-based systems and their role as strategic disruption in the PR industry. This article is based on qualitative semi-structured interviews of 31 PR professionals and is grounded in the insights from the review of relevant research papers, articles, and case studies. It highlights the developments in research and practice related to AI application in the PR industry. AI-powered systems can scan social media and are smart, intelligent and experts in handling queries. These AI-enabled systems can post responses on social media in real time for the client and manage the crisis. With AI, PR professionals can save time spent on mundane activities like creating media lists, scheduling meetings and sending follow-up emails. Mass personalization and customization using AI are improving the effectiveness of PR activities. It is too early to say whether AI will act as strategic disruption in the PR industry. Based on the insights and discussion in this article, the PR professionals and researchers can make decisions on whether to invest in AI tools and solutions.

中文翻译：

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人工智能：公共关系中的战略突破

本文讨论了人工智能（AI）在公共关系（PR）行业中的概念，优势，应用，影响和作用。它研究了基于AI的系统的应用及其在PR行业中作为战略颠覆性角色的作用。本文基于对31名PR专业人士的定性半结构化访谈，并基于对相关研究论文，文章和案例研究的见解。它着重介绍了与PR行业AI应用相关的研究和实践的发展。基于AI的系统可以扫描社交媒体，并且非常聪明，聪明，并且能够处理查询。这些支持AI的系统可以为客户实时在社交媒体上发布响应并管理危机。借助AI，公关专业人士可以节省花在平凡活动上的时间，例如创建媒体列表，安排会议并发送后续电子邮件。使用AI进行大规模个性化和定制正在提高PR活动的有效性。现在说AI是否会成为PR行业的战略颠覆还为时过早。基于本文的见解和讨论，PR专业人员和研究人员可以决定是否投资AI工具和解决方案。