Hyderabad, Jan 30 (TNT): Mr.T.Sreekar Reddy, Founder PR Sutra, Hyderabad on Friday stated that artificial intelligence (AI) has become an integral part of effective journalism and public relations.
Particpating as keynote speaker at a webinar on the topic “Public Relations and Artificial Intelligence” organied by Dr. B. R. Ambedkar Open University (BRAOU) , Department of Journalism and Mass Communication, here, Srikar emphasized that the technology should be used efficiently and with proper verification.
He highlighted the benefits of using artificial intelligence in public relations, especially in customizing press releases for various media organizations, including print, electronic, digital, and social platforms.
AI has made it easier to create content more effectively and reach audiences with precision, he stressed the importance of human verification, data privacy, and ethical considerations in maintaining trust and credibility.
PR professionals were advised not to overlook the capabilities of AI but to enhance their PR skills in line with the rapidly changing media landscape.
He further suggested that AI should be used ethically for opportunities such as speed, efficiency, investigative journalism, data journalism, and fact-checking tools.
Prof. Pallavi Kabde, Dean, Social Sciences, BRAOU , who presided over the program, noted that AI and many technological advancements have had a significant impact on society. It has caused many changes in public relations, advertising, media, especially social media. It has changed aspects of journalism including media relations, content, and journalistic working conditions.
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