From ICTs to Generative AI: Technological Impacts on Public Relation Management

Resumen

The rapid adoption of artificial intelligence (AI) and information and communication technologies (ICTs) is profoundly transforming the management of strategic communication and Public and Institutional Relations (PR). This article presents findings and reflections derived from a research project carried out in Argentina, whose purpose was to analyze the application and impact of AI and ICTs on PR management in organizations in the country, to identify challenges and opportunities, and to propose guidelines for the responsible adoption of these tools. The study is based on an interdisciplinary approach that integrates contributions from PR theory, research on communication, technology and society, and recent literature on AI applied to work processes and organizational management. Methodologically, a sequential mixed-methods design was followed, combining a literature review, in-depth interviews with professionals, surveys of communication and PR managers, and direct observation of communication strategies and actions in digital environments. The results show significant progress in the incorporation of AI- and ICT-based tools into certain work processes and, at the same time, broad opportunities for application and major challenges for organizational management. The article proposes a conceptual framework for understanding AI in PR as a sociotechnical system that requires balancing technological innovation, organizational culture and professional competencies, and concludes with recommendations for the responsible adoption of technology in the management of communication and relationships with stakeholders.