Practice of Public Relations Marketing and Market Risk Identification Empowered by Artificial Intelligence
DOI:
https://doi.org/10.54097/ww1rmf74Keywords:
Generative AI, public relations, marketing, crisis communication, market risk identification, sentiment analysis, governance, large language modelsAbstract
Research was conducted to examine how generative artificial intelligence (GenAI) can be leveraged for public relations marketing and market risk analysis. The study addressed three research questions. In response to RQ1, GenAI-enabled tools, such as large language models, natural language processing and predictive sentiment analysis, can enhance content personalization, audience responsiveness and the speed of crisis communication; however, these technologies also introduce new rhetorical and authenticity risks. AI-based risk monitoring is better than the former way in all the above operational indicators for RQ2: time range, scope of channels, sensitivity to signals and analysis consistency. Based on the above analysis for RQ3, a governance system for the appropriate use of GenAI in public relations and marketing has been put forward. The four components of this system are algorithm transparency, privacy and data protection, human supervision of high-risk communication circumstances, and institutional responsibility for AI-assisted decisions. One of the first results of this study is that the forms of AI presented in traditional public relations and marketing theories, which are mainly rule-based automation and statistical pattern recognition, are conceptually different from the new generative AI systems. Therefore, the current theoretical system needs to be modified rather than directly applied. This paper presents a governance-oriented system for the ethical use of generative AI in public relations and marketing practices and puts forward directions for future research under the era of generative artificial intelligence.
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