Exploring Key Drivers for Embracing Artificial Intelligence in Public Relations Pedagogy

Abstract

Artificial Intelligence (AI) can transform all sectors and daily life, but its integration into Public Relations (PR) education and adoption by PR professors is underexplored. This study examines these factors using the Technology Acceptance Model (TAM), focusing on seven variables: social influence, perceived AI knowledge, trust, emotion, AI self-efficacy, willingness, and behavioral intentions. Survey data analyzed with Hayes’ Model 80 in SPSS revealed participants’ moderate AI knowledge and its partial integration into PR courses. Social influence, AI knowledge, and emotion significantly drive AI acceptance among PR professors. These findings highlight key considerations for AI integration into PR education.

Keywords

technology public relations journalism and mass communication education survey quantitative research

Get full access to this article

View all access options for this article.

References

Accenture. (2024). The art of AI maturity. https://www.accenture.com/us-en/insights/artificial-intelligence/ai-maturity-and-transformation

Ajzen

(1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Ajzen

Fishbein

(1980). Understanding attitudes and predicting social behavior. Prentice-Hall.

Al Darayseh

. (2023). Acceptance of artificial intelligence in teaching science: Science teachers’ perspective. Computers and Education: Artificial Intelligence, 4, Article 100132. https://doi.org/10.1016/j.caeai.2023.100132

Anderson

Rainie

(2023, February 4). The future of human agency. Pew Research Center Future of the Internet. https://www.pewresearch.org/internet/2023/02/24/the-future-of-human-agency/

Asiri

M. M.

El aasar

S. A.

(2022). Employing technology acceptance model to assess the reality of using augmented reality applications in teaching from teachers’ point of view in Najran. Journal of Positive School Psychology, 6(2), 5241–5255. https://journalppw.com/index.php/jpsp/article/view/3119

Brunner

Zarkin

Yates

(2018). What do employers want? What should faculty teach? A content analysis of entry-level employment ads in public relations. Journal of Public Relations Education, 4(2), 21–50. https://journalofpreducation.com/2018/08/17/what-do-employers-want-what-should-faculty-teach-a-content-analysis-of-entry-level-employment-ads-in-public-relations/

Chai

C. S.

Lin

P.-Y.

Jong

S.-Y.

Dai

Chiu

T. K. F.

Qin

(2021). Perceptions of and behavioral intentions towards learning artificial intelligence in primary school students. Educational Technology & Society, 24(3), 89–101. https://www.jstor.org/stable/27032858

Chai

C. S.

Wang

(2020). An extended theory of planned behavior for the modelling of Chinese secondary school students’ intention to learn artificial intelligence. Mathematics, 8(11). Article 2089. https://doi.org/10.3390/math8112089

10.

Chartered Institute of Public Relations. (2024). Humans needed more than ever: An analysis of the use of AI in PR and the impact on public relations work. https://newsroom.cipr.co.uk/humans-needed-more-than-ever-new-cipr-ai-in-pr-report-finds-ai-tools-assisting-with-40-of-pr-tasks/

11.

Chi

O. H.

Denton

Gursoy

(2020). Artificially intelligent device use in service delivery: A systematic review, synthesis, and research agenda. Journal of Hospitality Marketing & Management, 29(7), 757–786. https://doi.org/10.1080/19368623.2020.1721394

12.

Darayseh

(2023). Acceptance of artificial intelligence in teaching science: Science teachers’ perspective. Computers and Education: Artificial Intelligence, 4, Article 100132. https://doi.org/10.1016/j.caeai.2023.100132

13.

Davies

R. S.

(2011). Understanding technology literacy: A framework for evaluating educational technology integration. Techtrends, 55(5), 45–52. https://doi.org/10.1007/s11528-011-0527-3

14.

Davis

F. D.

(1986). A technology acceptance model for empirically testing new end-user information systems: Theory and results. Sloan School of Management, Massachusetts Institute of Technology.

15.

Davis

F. D.

(1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008

16.

Ewing

Kim

C. M.

Kinsky

E. S.

Moore

Freberg

(2018). Teaching digital and social media analytics: Exploring best practices and future implications for public relations pedagogy. Journal of Public Relations Education, 4(2), 51–86. https://journalofpreducation.com/2018/08/17/teaching-digital-and-social-media-analytics-exploring-best-practices-and-future-implications-for-public-relations-pedagogy/

17.

Fang

Wei

Huang

(2019). Keeping up with fast-paced industry changes: Digital media education in U.S. Advertising and PR Programs. Journal of Advertising Education, 23(2), 80–99. https://doi.org/10.1177/1098048219877765

18.

Fishbein

Ajzen

(1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.

19.

Fishbein

Ajzen

(2010). Predicting and changing behavior: The reasoned action approach. Taylor & Francis Group. https://doi.org/10.4324/9780203838020

20.

Fishbowl. (2024). U.S: Generative AI adoption rate in the workplace by industry 2023. Statista. https://www-statista-com.ezproxy.gvsu.edu/statistics/1361251/generative-ai-adoption-rate-at-work-by-industry-us/

21.

Formentin

Auger

G. A.

(2021). Pivot now! Lessons learned from moving public relations campaigns classes online during the pandemic in Spring 2020. Journal of Public Relations Education, 7(3), 7–44. https://aejmc.us/jpre/?p=2709

22.

Freberg

Kim

C. M.

(2018). Social media education: Industry leader recommendations for curriculum and faculty competencies. Journalism & Mass Communication Educator, 73(4), 379–391. https://doi.org/10.1177/1077695817725414

23.

Galloway

Swiatek

(2018). Public relations and artificial intelligence: It’s not (just) about robots. Public Relations Review, 44(5), 734–740. https://doi.org/10.1016/j.pubrev.2018.10.008

24.

Gefen

(2004). What makes an ERP implementation relationship worthwhile: Linking trust mechanisms and ERP usefulness. Journal of Management Information Systems, 21(1), 263–288.

25.

Gefen

Karahanna

Straub

D. W.

(2003a). Inexperience and experience with online stores: The importance of tam and trust. IEEE Transactions on Engineering Management, 50(3), 307–321. https://doi.org/10.1109/TEM.2003.817277

26.

Gefen

Karahanna

Straub

D. W.

(2003b). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519

27.

Grabner-Kraeuter

(2002). The role of consumers’ trust in online-shopping. Journal of Business Ethics, 39(1), 43–50. https://doi.org/10.1023/A:1016323815802

28.

Graham

C. M.

Jones

(2019). Impact of a social network messaging app on team cohesiveness and quality of completed team projects in an undergraduate team project. Journal of Educational Technology Systems, 47(4), 539–553. https://doi.org/10.1177%2F0047239518821937

29.

Gursoy

Chi

O. H.

Nunkoo

(2019). Consumers acceptance of artificially intelligent (AI) device use in service delivery. International Journal of Information Management, 49, 157–169. https://doi.org/10.1016/j.ijinfomgt.2019.03.008

30.

Hayes

A. F.

(2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed.). Guilford Press.

31.

Hong

J.-W.

(2022). I was born to love AI: The influence of social status on AI self-efficacy and intentions to use AI. International Journal of Communication, 16, 172–191. https://ijoc.org/index.php/ijoc/article/view/17728

32.

Hsu

C.-L.

H.-P.

(2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & Management, 41(7), 853–868. https://doi.org/10.1016/j.im.2003.08.014

33.

International Business Machines Corporation. (2023). What is artificial intelligence (AI)? https://www.ibm.com/topics/artificial-intelligence

34.

Johnson

R. L.

Morgan

G. B.

(2016). Survey scales: A guide to development, analysis, and reporting. Guilford Press.

35.

Kim

Quesenberry

Sutherland

Freberg

(2021). Digital learning: Standards and best practices for public relations education in undergraduate programs. Journal of Public Relations Education, 7(2), 77–105. https://aejmc.us/jpre/2021/08/31/digital-learning-standards-and-best-practices-for-public-relations-education-in-undergraduate-programs/

36.

Kuo

Y.-F.

C.-M.

(2012). Satisfaction and post-purchase intentions with service recovery of online shopping websites: Perspectives on perceived justice and emotions. International Journal of Information Management, 32(2), 127–138. https://doi.org/10.1016/j.ijinfomgt.2011.09.001

37.

Latané

(1981). The psychology of social impact. American Psychologist, 36(4), 343–356. https://doi.org/10.1037/0003-066X.36.4.343

38.

Jiang

M. Y.

Jong

M. S.

Zhang

Chai

(2022). Understanding medical students’ perceptions of and behavioral intentions toward learning artificial intelligence: A survey study. International Journal of Environmental Research and Public Health, 19(14), Article 8733. https://doi.org/10.3390/ijerph19148733

39.

(2021). Role of affective mediators in the effects of media use on proenvironmental behavior. Science Communication, 43(1), 64–90. https://doi.org/10.1177/1075547020971646

40.

Lin

Chi

O. H.

Gursoy

(2020). Antecedents of customers’ acceptance of artificially intelligent robotic device use in hospitality services. Journal of Hospitality Marketing & Management, 29(5), 530–549. https://doi.org/10.1080/19368623.2020.1685053

41.

Liu

(2021). In AI we trust? Effects of agency locus and transparency on uncertainty reduction in human: AI interaction. Journal of Computer-Mediated Communication, 26(6), 384–402. https://doi.org/10.1093/jcmc/zmab013

42.

Cai

Gursoy

(2019). Developing and validating a service robot integration willingness scale. International Journal of Hospitality Management, 80, 36–51. https://doi.org/10.1016/j.ijhm.2019.01.005

43.

Massachusets Institute of Technology. (2024). The great acceleration: CIO perspectives on generative AI. https://www.databricks.com/sites/default/files/2023-07/ebook_mit-cio-generative-ai-report.pdf

44.

McCollough

Wallace

Luttrell

(2021). Connecting pedagogy to industry: Social and digital media in public relations courses. Teaching Journalism & Mass Communication, 11(1), 36–48. https://www.proquest.com/openview/e1b6fc4b8ea5056894ed240c0dc77a9c/1?pq-origsite=gscholar&cbl=2026709

45.

Moore

D. R.

(2011). Technology literacy: The extension of cognition. International Journal of Technology and Design Education, 21(2), 185–193. https://doi.org/10.1007/s10798-010-9113-9

46.

Muck Rack. (2024, May 4). The state of AI in PR. Muck Rack Blog. http://muckrack.com/blog/2023/05/04/state-of-ai-in-pr

47.

Next Move Strategy Consulting. (2024). Artificial intelligence market size 2030. Statista. https://www-statista-com.ezproxy.gvsu.edu/statistics/1365145/artificial-intelligence-market-size/

48.

O’Neil

Ewing

Smith

Williams

(2021). Measuring and evaluating internal communication. In Men

R. L.

Verčič’s

A. T.

(Eds.), Current trends and issues in internal communication (pp. 201–222). Springer Nature.

49.

O’Neil

Kinsky

E. S.

Ewing

M. E.

Russell

(2023). You don’t have to become a data scientist: Practitioner recommendations for cultivating PR student data competency. Journal of Public Relations Education, 9(1), 2–34. https://journalofpreducation.com/wp-content/uploads/2023/05/JPRE-9.1_ONeil-et-al.pdf

50.

Panda

Upadhyay

A. K.

Khandelwal

(2019). Artificial intelligence: A strategic disruption in public relations. Journal of Creative Communications, 14(3), 196–213. https://doi.org/10.1177/0973258619866585

51.

Quesenberry

K. A.

Saewitz

Kantrowitz

(2014). Blogging in the classroom: Using WordPress blogs with BuddyPress Plugin as a Learning Tool. Journal of Advertising Education, 18(2), 5–17. https://doi.org/10.1177/109804821401800203

52.

Rainie

Funk

Anderson

Tyson

(2022, March 17). How Americans think about artificial intelligence. Pew Research Center: Internet, Science & Tech. https://www.pewresearch.org/internet/2022/03/17/how-americans-think-about-artificial-intelligence/

53.

Ristic

(2017, December 26). PR in 2018: Dominated by technology, mired by inauthenticity. PRWeek. https://www.prweek.com/article/1453426?utm_source=website&utm_medium=social

54.

Ross

(2019). Slack it to me: Complementing LMS with student-centric communications for the millennial/post-millennial student. Journal of Marketing Education, 41(2), 91–108. https://doi.org/10.1177/0273475319833113

55.

Roy

Ramaprasad

B. S.

Chakraborty

Prabhu

Rao

(2020). Customer acceptance of use of artificial intelligence in hospitality services: An Indian hospitality sector perspective. Global Business Review, 25(3), 832–851. https://doi.org/10.1177/0972150920939753

56.

Russell

Norvig

(2021). Artificial intelligence: A modern approach. Pearson. https://www.pearson.com/en-us/subject-catalog/p/artificial-intelligence-a-modern-approach/P200000003500/9780137505135

57.

Shubhendu

Vijay

(2013). Applicability of artificial intelligence in different fields of life. International Journal of Scientific Engineering and Research, 1(1), 2347–3878. https://www.ijser.in/archives/v1i1/MDExMzA5MTU=.pdf

58.

Sidoti

Gottfried

(2023). About 1 in 5 U.S. teens who’ve heard of ChatGPT have used it for schoolwork. Pew Research Center. https://www.pewresearch.org/short-reads/2023/11/16/about-1-in-5-us-teens-whove-heard-of-chatgpt-have-used-it-for-schoolwork/

59.

Sohn

Kwon

(2020). Technology acceptance theories and factors influencing artificial Intelligence-based intelligent products. T. Elematics and Informatics, 47, Article 101324. https://doi.org/10.1016/j.tele.2019.101324

60.

Stanford University. (2023). Total global AI investment 2015-2022. Statista. https://aiindex.stanford.edu/wp-content/uploads/2023/04/HAI_AI-Index-Report_2023.pdf

61.

University of Southern California Annenberg. (2023). Fascinated and frightened: How are communications professionals viewing the AI opportunity ahead?. WE Worldwide & USC Annenberg. https://www.we-worldwide.com/media/i5sjuvsa/fascinated-and-frightened-ai-in-comms_we-annenberg-2023.pdf

62.

Venkatesh

Morris

M. G.

(2000). Why don’t men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior. MIS Quarterly, 24(1), 115–139. https://doi.org/10.2307/3250981

63.

Venkatesh

Morris

M. G.

Davis

G. B.

Davis

F. D.

(2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540

64.

Venkatesh

Thong

J. Y. L.

(2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412

65.

Virmani

Gregory

(2021, November). The AI and big data readiness report. Chartered Institute of Public Relations. https://www.slideshare.net/CIPRPaul/cipr-ai-and-big-data-readinessreport

66.

Wallace

A. A.

Quesenberry

K. A.

Coolsen

M. K.

(2024). A basecamp for student group projects: Analysis of the use of project management software in the advertising, public relations, and marketing classroom. Journalism & Mass Communication Educator, 10776958241266891.

67.

Wang

Liu

Y. F.

(2021). Factors affecting the adoption of AI-based applications in higher education. Educational Technology & Society, 24(3), 116–129. https://www.jstor.org/stable/27032860

68.

Williams

M. D.

Rana

N. P.

Dwivedi

Y. K.

(2015). The unified theory of acceptance and use of technology (UTAUT): A literature review. Journal of Enterprise Information Management, 28(3), 443–488. https://doi.org/10.1108/JEIM-09-2014-0088

69.

Wolf

Archer

(2018). Public relations at the crossroads: The need to reclaim core public relations competencies in digital communication. Journal of Communication Management, 22(4), 494–509. https://doi.org/10.1108/JCOM-08-2018-0080

70.

World Economic Forum. (2023). Top 10 technologies per senior business executives worldwide 2022. Statista. https://www3.weforum.org/docs/WEF_Markets_of_Tomorrow_2023.pdf

71.

I.-L.

Chen

J.-L.

(2005). An extension of Trust and TAM model with TPB in the initial adoption of on-line tax: An empirical study. International Journal of Human-computer Studies, 62(6), 784–808. https://doi.org/10.1016/j.ijhcs.2005.03.003

72.

Zerfass

Hagelstein

Tench

(2020). Artificial intelligence in communication management: A cross-national study on adoption and knowledge, impact, challenges and risks. Journal of Communication Management, 24(4), 377–389. https://doi.org/10.1108/JCOM-10-2019-0137