Adoption and Strategic Use of Artificial Intelligence in Public Relations: A Study of PR Practitioners in Nigeria

Abstract

This study examines the understanding, adoption, and strategic application of artificial intelligence (AI) in modern Public Relations (PR) practice. Data were gathered from professionals employed by government agencies, non-profits, corporations, and consulting firms using a survey design. Based on diffusion of innovation theory, the main goal was to investigate awareness, adoption trends, perceived influence, opportunities, and difficulties related to AI in public relations. The core objective was to examine levels of awareness, adoption trends, perceived impact, opportunities, and difficulties related to AI in public relations; it was anchored on diffusion of innovation theory. A structured questionnaire on AI’s influence on PR operations was administered. The majority of respondents were involved in general communication (85%) and media relations (68%). Findings revealed a high prevalence of AI usage among practitioners, notably through smartphone assistants (87%) and smart devices (58%), with no significant gender differences in adoption trends. Participants largely conceptualized AI as automated, data-driven systems capable of informed decision-making. The study highlights that regular use of AI technologies does not necessarily translate into strategic application expertise. Consequently, it recommends deliberate professional development through structured training programmes, AI literacy should be taught in PR programs, and organizations such as the Nigerian Institute of Public Relations (NIPR) should take the initiative to encourage the ethical, responsible, and educated adoption of AI.