The role of AI in the field of Public Relations - current trends and impacts

Bc. Andrij Dovbej

Bakalářská práce

Abstract:

Dovbej Andrij. The role of AI in the field of Public Relations - Current Trends and Impacts: Bachelor thesis. Praha VSFS: University of Finance & Administration. Department of marketing communications, 2025, Supervisor: Dr. Petr Kopáček This bachelor’s thesis explores the impact of artificial intelligence (AI) on public relations (PR), focusing on both theoretical foundations and practical implications. The study examines how AI transforms traditional PR practices and identifies current trends in the use of AI, including content creation, media monitoring, audience targeting, and crisis management. It also critically examines ethical issues related to the implementation of AI, such as transparency, authenticity, and the risk of overuse of automated systems. The study is divided into two main parts: a theoretical analysis and a practical study. The theoretical section reviews the existing literature on the application of AI in PR and discusses key ethical issues, including transparency, authenticity, accountability, and bias. The practical section includes a survey of public relations professionals to understand how AI is currently used and perceived in the industry, and to compare these real-world findings with theoretical perspectives. By combining theoretical research with professional experience, this bachelor thesis aims to deepen understanding of the evolving relationship between technology and public relations practice. It also highlights the challenges and opportunities associated with the implementation of AI. It also highlights its current uses and the most influential tools. Ultimately, the research provides a foundation for future research on how artificial intelligence will continue to impact the strategic, creative, and ethical dimensions of public communications.

Keywords

Artificial Intelligence, Public Relations, Current Trends, Impact, AI Implementation, Ethical Іssues.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 30. 4. 2026

Obhajoba závěrečné práce

• Obhajoba proběhla 22. 6. 2026
• Vedoucí: PhDr. Petr Kopáček
• Oponent: Ing. Hana Lipovská, Ph.D.

Vysoká škola finanční a správní

Bakalářský studijní program / obor:
Marketing Communication / Marketing Communication