The Public Relations Acceptance Towards Press Release Application with Artificial Intelligence

1 Pages Posted: 4 Jun 2021

See all articles by Pijar Suciati

Pijar Suciati

Universitas Indonesia

Mareta Maulidiyanti

Universitas Indonesia

Ngurah Rangga Wiwesa

Universitas Indonesia

Date Written: March 10, 2021

Abstract

Artificial Intelligence (AI) is gradually changing every industry, including the Public Relations industry (Afzal, 2018). Skills associated with conducting research, creating content, evaluating campaigns, tracking issues and countless work processes are being automated with AI. We believe, although never fully replace public relations professionals but will increasingly assist us and possibly do a better job. We are developing PR Bot, a tool that help PR to create an instant press release using an AI (machine learning). Before we continue building the app, we need to know whether the PR practitioners will accept this technology or not. To find the results we conduct a descriptive research, using interview and polling survey, convenient sampling among the PR professional in Greater Jakarta area. We use Technology Acceptance Model to develop the questionnaire. According to the interview, we found that the knowledge and skill of using new technology of the respondents is very good. The survey shows the acceptance of the perceived ease of use and perceived usefulness of the PR Bot is high. The conclusion, the target market is ready to use the technology, they feel that this tech will help them in daily basis task. Based on this result, we will continue developing and using the insight from the respondents to build the feature of this application.

Keywords: Public Relations, Press Release, Artificial Intelligence, Machine learning, automation

Suggested Citation

Suciati, Pijar and Maulidiyanti, Mareta and Wiwesa, Ngurah Rangga, The Public Relations Acceptance Towards Press Release Application with Artificial Intelligence (March 10, 2021). Proceedings of the 4th International Conference on Communication & Business (ICCB 2021), Available at SSRN: https://ssrn.com/abstract=3859236 or http://dx.doi.org/10.2139/ssrn.3859236

Pijar Suciati (Contact Author)

Universitas Indonesia ( email )

Kampus Baru UI Depok
Jawa Barat, 16424
Indonesia

Mareta Maulidiyanti

Universitas Indonesia ( email )

Kampus Baru UI Depok
Jawa Barat, 16424
Indonesia

Ngurah Rangga Wiwesa

Universitas Indonesia ( email )

Kampus Baru UI Depok
Jawa Barat, 16424
Indonesia

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