Abstract
Artificial Intelligence (AI) is gradually changing every industry, including the Public Relations industry (Afzal, 2018). Skills associated with conducting research, creating content, evaluating campaigns, tracking issues and countless work processes are being automated with AI. We believe, although never fully replace public relations professionals but will increasingly assist us and possibly do a better job. We are developing PR Bot, a tool that help PR to create an instant press release using an AI (machine learning). Before we continue building the app, we need to know whether the PR practitioners will accept this technology or not. To find the results we conduct a descriptive research, using interview and polling survey, convenient sampling among the PR professional in Greater Jakarta area. We use Technology Acceptance Model to develop the questionnaire. According to the interview, we found that the knowledge and skill of using new technology of the respondents is very good. The survey shows the acceptance of the perceived ease of use and perceived usefulness of the PR Bot is high. The conclusion, the target market is ready to use the technology, they feel that this tech will help them in daily basis task. Based on this result, we will continue developing and using the insight from the respondents to build the feature of this application.
Highlights
Artificial Intelligence has become the most interesting thing in the world of promotion industry today
The conclusion of this research is the foundation for the development of the Public Relations (PR) Bot application to be better
Mastery of software that supports the use of PR Bot is very good, they are used to using applications based on the latest technology
Summary
The Public Relations Acceptance Towards Press Release Application with Artificial Intelligence | Pijar Suciati contexts in Public Relations work. The form consists of press release components, such as title, date, 5W1H, contact person, photo attachments, etc This application is equipped with a choice of press release types and themes according to the daily needs of a Public Relations practitioners. In line with the industrial revolution, there has been an evolution in the role, function, and task of PR, as following (Arief & Saputra, 2019): First, PR 1.0 is an era where public relations practitioners have to carry out their duties traditionally This is the era where PR has to do manual monitoring every day. Public relations must strengthen skills such as basic research, content development, program evaluation, issue management, and work processes. Sample selection is done randomly by looking at predetermined criteria, namely Public Relations practitioners who have responsibility for the production of press releases for their companies. After we conducted the interviews, we asked them to fill in the poll survey questions that were developed from the Technology Acceptance Model (TAM) and the attitude scale of potential new technology users
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