Earticle

Artificial intelligence (AI) is reshaping various industries, including public relations. This study investigates the impact of AI on public relations practices and research within the context of the Organization-Situation-Public-Communication (OSPC) model. Utilizing a mixed-methods approach, the study explores how AI-driven tools are transforming PR practices by enhancing efficiency, personalizing communications, adapting to situational factors, and fostering relationships with publics. The findings reveal that PR professionals must cultivate new skills and competencies, such as strategic thinking, creativity, emotional intelligence, and technical proficiencies related to AI-driven tools, to remain relevant and competitive in the job market. Additionally, the study underscores the importance of embracing AI-driven tools to improve PR campaign efficiency and effectiveness, while being cognizant of ethical considerations, including data privacy, transparency, and algorithmic bias. The study presents a set of future research questions that address the influence of AI on public relations practices within the OSPC model and beyond, with a focus on the balance between human expertise and AI-driven automation, as well as the role of AI in fostering trust and transparency in PR communications. This research contributes to a deeper understanding of AI's impact on PR and offers insights to help practitioners and researchers navigate the challenges and opportunities presented by rapidly evolving AI technologies in the field of public relations.

학문의 발달은 체계화된 지식을 설명하는 통합적인 틀의 개발과 학문의 하위 영역의 논리적인 확장을 통해 가능하다. PR학이 하나의 독자적인 학문 영역으로 발전하기 위해서는 PR학 자체에 대한 정체성의 확립과 학문의 분류 체계에 대한 구체적인 논의가 필요하다. 본 연구는 PR학을 하나의 학문적 구성 체계로 분류하여 발전시키기 위한 시도로서 체계이론에 기반한 개념적 모형 도출에 목적을 둔다. 이를 위해 공중 관계를 관리하는 조직체의 기능적 관점에서 선행연구 검토를 통해 조직체(organization), 상황(situation), 공중(public), 그리고 커뮤니케이션(communication)의 네 가지 핵심 변인을 기준으로 한 OSPC 모형(Organization- Situation-Public-Communication Model)을 도출하였다. OSPC 모형은 PR학 연구자와 실무자들에게 PR의 다양한 기능을 입체적으로 설명해 줄 수 있는 통합적인 분류 틀로서 가치와 유용성을 가진다. 향후 PR학의 세부적인 실무기능과 이론적 함의는 OSPC 모형을 토대로 체계적으로 분류하고 논의할 수 있을 것이다.

The development of a study can be achieved through the discovery of an integrated framework that explains systematized knowledge and the logical extension of the subdivisions of disciplines. In order for public relations to develop into an independent field of study, it is necessary to establish an identity for public relations itself and a discussion on the classification system of the study. Therefore, the purpose of this study is to obtain a conceptual model in order to classify and develop public relations as an exclusive academic system. The OSPC model, which is based on four core variables ­ organization, situation, public, and communication ­ was acquired through this research by examining definitions and concepts of public relations, key words and previous studies. The OSPC model has its value not only as a classification frame that can explain various roles of public relations practice in a multidisciplinary manner, but also as an integrated framework to cover theoretical and academic discussion of public relations. The detailed practical functions and theoretical implications of public relations in the future can be systematically classified and discussed based on the OSPC model.