Abstract
While social bots have the potential to become virtual influencers and shape online conversations about organisations, the public relations (PR) industry is largely not prepared for them. This paper provides a working definition of social bots in the context of strategic communication, reviews the use of social bots in PR and proposes a typology of social bots along two dimensions: intent and autonomy. The paper discusses major types of social bots in the PR industry and offers illustrative examples.
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