AMU2014 · AI-powered public relations: Social media, digital PR and emerging technologies

Overview

In this unit, you will explore the transformative impact of artificial intelligence on public relations. You will learn how AI is reshaping PR practices by automating tasks, enhancing media monitoring, improving audience targeting, and optimizing communication strategies. You will embark on an in-depth exploration of AI tools, their practical applications within the PR realm, the crucial ethical considerations surrounding their use, and the anticipated future trajectory of AI within the public relations industry.

Areas of study: Strategic public relations

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Within semester assessment: 100%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. identify and explain key AI technologies relevant to public relations, particularly within social media and Digital PR;
2. utilize AI tools for tasks such as content creation (including social media content), audience analysis, and evaluating the effectiveness of PR initiatives;
3. develop ethical frameworks for AI use in public relations, considering the specific challenges and opportunities presented by social media and digital platforms;
4. analyze future trends in emerging technologies and AI-powered public relations, focusing on the evolving role of PR professionals, public opinion and communication strategies while fostering discussions on industry changes and innovations;
5. develop communication skills to collaborate effectively in groups, adapt to different team dynamics, and contribute to a shared goal.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Student experience, not official rules. Nothing here changes what the Handbook says.