In this article we follow a range of significant academics, practitioners and policy makers in highlighting the need to engage with the disruptive digital transformation of the fourth industrial revolution. Often called universe 4.0, this is an economy based on data that dilutes, in an unprecedented fashion, the boundaries between the physical, biological and digital world in all spheres of society. In having to face up to the uncertainty, complexity and speed associated with this global challenge, organisations of all kinds will be impelled to rethink future skills, jobs and business models. We focus on how this uncertain situation affects public relations. We suggest that the resulting paradoxes and controversies become an opportunity to research and reflect on the past and present of our discipline and redirect attention to the processes, strategies, and tools of intervention required for improved contemporary and future effectiveness. This present study analyses universe 4.0 processes affecting both the practice and the social function of public relations and argues for close linkages with multidimensional strategic intelligences and disruptive technologies based on artificial intelligence. It also involves conducting exploratory qualitative research based on a bibliometric analysis of specialised literature; undertaking content analysis via computational linguistics techniques; and applying Delphi methodology to consider public relations in universe 4.0. Our findings suggest not only that strategic intelligence is under researched in our field, but that a more developed public relations intelligence capable of adapting to universe 4.0 needs to be a hybrid of existing public relations and contemporary strategic intelligence.

在本文中，我们关注了许多重要的学者，实践者和政策制定者，强调了参与第四次工业革命的颠覆性数字化转型的必要性。通常称为Universe 4.0，它是一种以数据为基础的经济，它以前所未有的方式稀释了社会各个领域的物理，生物和数字世界之间的界限。由于必须面对与这一全球挑战相关的不确定性，复杂性和速度，各种组织将被迫重新考虑未来的技能，工作和业务模式。我们专注于这种不确定的情况如何影响公共关系。我们建议，由此产生的悖论和争议将成为研究和反思本学科的过去和现在，并将注意力转移到流程上的机会，改善当代和未来有效性所需的策略和干预工具。本研究分析了影响公共关系实践和社会功能的Universe 4.0过程，并主张与多维战略情报和基于人工智能的颠覆性技术紧密联系。它还涉及根据专业文献的文献计量分析进行探索性的定性研究；通过计算语言学技术进行内容分析；并应用Delphi方法论来考虑Universe 4.0中的公共关系。我们的发现不仅表明我们领域中的战略情报正在研究中，而且还表明一种能够适应宇宙4的更发达的公共关系情报。