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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

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Exploring Key Drivers for Embracing Artificial Intelligence in Public Relations Pedagogy

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