اتجاهات ممارسي العلاقات العامة نحو توظيف تطبيقات الذكاء الاصطناعي في إنجاز المهام الاتصالية اليومية داخل المؤسسات

Abstract

This research examines (The Attitudes of Public Relations Practitioners toward the Use of Artificial Intelligence Applications in Accomplishing Daily         Communication Tasks within Organizations) in three important service departments of Waist Governorate: Governorate                                                            

 Municipalities Directorate, Department of Labor and Social Affairs, Water Department .In an attempt to identify the most important trends among public relations practitioners towards employing artificial intelligence applications in those circles and how to deal with and manage them to accomplish their daily communication tasks, The research aims to identify the extent to which public relations practitioners are aware of artificial intelligence applications and their role in developing communication performance within institution, Understanding how public relations practitioners are adopting artificial intelligence applications in carrying out daily communication tasks within institutions. And to access the motives that encourage public relations practitioners to employ artificial intelligence applications in the  environment of institutional  work , This research is classified as descriptive research as the researcher used the survey method. The researcher prepared a questionnaire that included a set of topics, which was distributed to (28) public relations practitioners in all three circles combined. The study reached a set of results, the most important of which were:(Developing technological skills and competencies among public relations practitioners) came at the forefront of the areas of employing artificial intelligence applications among public relations practitioners to accomplish daily communication tasks within institutions with (18) repetitions, which is equivalent to (64.3%) of the responses of the respondents .One of the most important recommendations reached by the researcher is the need to use effective communication methods and techniques, in a manner that is appropriate to the nature of employing artificial intelligence applications, in order to achieve effective communication that would achieve the goal that the institution seeks to achieve, which is to employ artificial intelligence applications in accomplishing daily communication tasks within institutions.