Artificial Intelligence in Public Relations

Course Code:

PRP 437

Course Period:

Autumn

Course Type:

Core

P:

3

Lab:

0

Credits:

3

ECTS:

5

Course Language:

English

Course Coordinator:

Pelin HÜRMERİÇ

Course Objectives:

In an era where AI tools are becoming increasingly integrated into our daily lives, it is crucial to explore their impact on human communication. This course aims to introduce students to the theory, practice and techniques of artificial intelligence (AI) and its applications to the public relations industry.

Course Content:

The objective of the course is to present an overview of AI principles and approaches, definition and describing the common concepts related to AI and understanding the general use of AI in public relations industry. This course develops an understanding of ethics and AI and AI literacy for the PR students as well.

Course Methodology:

1: Lecture; 2: Interactive Lecture; 6: Case Study; 15: Assignment

Course Evaluation Methods:

A: Testing, C: Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Program Outcomes	Teaching Methods	Assessment Methods
1) Gain an understanding of artificial intelligence and machine learning.	1,2,3,5,6,7,9	1,2,3,6,15	A,C
2) Describes uses of AI systems in PR	1,2,3,4,5,6,8,9,10	1,2,3,6,15	A,C
3) Defines and describes common concepts related to AI, such as “weak/strong AI,” “artificial, general intelligence.”	1,2,3,4,5,6,8,9,10	1,2,3,6,15	A,C
4) Has a knowledge on ethical considerations that arise with the use of AI technologies	1,2,3,5,6,7,9	1,2,3,6,15	A,C
5) Develops the ability to critically evaluate AI solutions, algorithms, and their limitations.	1,2,3,5,6,7,9	1,2,3,6,15	A,C

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	Class introduction
2	AI definition, history of AI
3	The current landscape and prospects of AI in digital media
4	The technological Fundamentals of AI: search engines, recommender systems, data mining
5	AI and Communication: AI and publishing and writing, algorithmic advertising and targeted marketing/PR
6	The Intelligent User Interfaces (IUIs): different varieties of IUIs and usage in PR industry	Moore, S., & Hübscher, R. (2021. Chapter 1
7	Midterm
8	Immersive communication: virtual and augmented realities	Moore, S., & Hübscher, R. (2021). Chapter 2
9	Artificial Intelligence, emotions and trust	Moore, S., & Hübscher, R. (2021). Chapter 3
10	Artificial Intellegence learning Interfaces: Natural, Neural and Heterogenous	Moore, S., & Hübscher, R. (2021). Chapter 4
11	Artificial Intelligence and Target Audience Research: Listening, monitoring interfaces
12	Using AI for persuasion: obstacles, opportunities and hyper-personalized persuasion	Moore, S., & Hübscher, R. (2021). Chapter 5, 6
13	AI in Ethics: Culture, law regulations	Zohny, H., McMillan, J., & King, M. (2023). Bowen, S. A. Wallace, A., & Allendale, M. I. (2020).
14	AI Literacy for public relations	Hermann, E. (2022).
15	Creating an AI based project in PR: Case Study
16	Final

Recommended Sources

RECOMMENDED SOURCES

Textbook

Moore, S., & Hübscher, R. (2021). Strategic communication and AI: Public relations with intelligent user interfaces. Routledge.

Additional Resources

Zohny, H., McMillan, J., & King, M. (2023). Ethics of generative AI. Journal of medical ethics, 49(2), 79-80.

Bowen, S. A. “If it Can Be Done, it Will Be Done:” Ai Ethics and Public Relations Implications. Ai Ethics and Public Relations Implications.

Ward, J., Luttrell, R., Wallace, A., & Allendale, M. I. (2020). PR ethics literacy: Identifying moral and ethical values through purposeful ethical education. Journal of Public Relations Education, 6(3), 66-80.

Hermann, E. (2022). Artificial intelligence and mass personalization of communication content—An ethical and literacy perspective. New media & society, 24(5), 1258-1277.

Russell, S. J., & Norvig, P. (2016). Artificial intelligence: A modern approach.

Malaysia: Pearson Education Limited.

Material Sharing

MATERIAL SHARING
Documents	www.coadsys.yeditepe.edu.tr
Assignments	www.coadsys.yeditepe.edu.tr
Exams	Midterm; Final

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Participation in class, homework and in-class work	1	40
Midterm	1	60
Totall	2	100
Contribution of Final Examination to Overall Grade	1	60
Contribution of In-Term Studies to Overall Grade	1	40
Totall	2	100

Course’s Contribution to Program

COURSE'S CONTRIBUTION TO PROGRAM
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	S/he has theoretical knowledge about the field of public relations	x
2	S/he knows the research methods and techniques that are related to the field of public relations.	x
3	S/he has knowledge and awareness about the interdisciplinary issues that are required by the field. S/he comprehends the relation of those issues with public relations.	x
4	S/he makes oral presentations in English about her/his field.					x
5	S/he has the digital competencies that are required by the field.	x
6	S/he has the ability of creative thinking that is required by the field of public relations.				x
7	S/he has the abilities of research, planning, implementation, measurement and assessment that are necessary for a successful public relations practice.			x
8	S/he evaluates and applies the knowledge and abilities she/he has acquired in her/his field to partner organizations in the sector through teamwork.					x
9	S/he evaluates the knowledge and abilities she/he has acquired in her/his field from an analytical and critical perspective.	x
10	S/he has the awareness of practicing and developing the profession of public relations by adhering to ethical rules.			x

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Course Duration	14	3	42
Hours for off-the-classroom study (Pre-study, practice)	14	3	42
Homework	5	5	25
Mid-terms	1	3	3
Final examination	1	3	3
Total Work Load			115
Total Work Load / 25 (h)			4,6
ECTS Credit of the Course			5

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