Research Article
BibTex RIS Cite

YAPAY ZEKÂNIN HALKLA İLİŞKİLERİN GELECEĞİNE ETKİSİ: TÜRKİYE’DE HALKLA İLİŞKİLER PROFESYONELLERİ EKSENİNDE BİR ALAN ARAŞTIRMASI

Year 2021, Volume: 9 Issue: 2, 783 - 816, 30.09.2021
https://doi.org/10.19145/e-gifder.916684

Abstract

Araştırmada, halkla ilişkiler profesyonellerinin hangi teknoloji, araç ve yazılımları kullandıkları, bu araçları kullanım sıklıkları, teknoloji, araç ve yazılımların halkla ilişkiler süreçlerine etkilerini nasıl değerlendirdikleri, yapay zekâyı bir fırsat mı yoksa bir tehdit olarak mı gördükleri ile kendilerini teknolojik dönüşüme hangi ölçüde hazırladıklarını tespit etmek amaçlanmıştır. Araştırmanın örneklemini, güncel gelişmeleri ve teknolojik yenilikleri takip ederek iş akışlarına dahil etme performansı yüksek olarak kabul edilen Türkiye Halkla İlişkiler Derneği (TÜHİD) üyesi İstanbul merkezli 77 halkla ilişkiler ajansı oluşturmaktadır. Veriler, örneklemi oluşturan katılımcılardan, 1 Şubat – 1 Nisan 2021 tarihleri arasında, nicel veri toplama aracı olan “anket” aracılığıyla toplanmıştır. Araştırmanın amacına uygun olarak elde edilen veriler bilgisayar ortamına aktarıldıktan sonra SPSS 16.0 veri analiz programına kodlanmış; frekans dağılımı ve yüzde olarak tanımlayıcı istatistikler ile değerlendirilmiştir. Elde edilen verilere göre, katılımcıların büyük çoğunluğunun çeşitli teknoloji, araç ve yazılımlardan en az birini kullandığı; en fazla kullanılan teknoloji, araç ve yazılımların analitik, görüntü yönetimi, kampanya yönetimi, sosyal medya yönetimi, yazma, araştırma, planlama ve ölçme kategorilerinde yer aldığı; teknoloji araç ve yazılımların iş süreçlerini olumlu yönde desteklediği; yapay zekânın halkla ilişkiler süreçlerini hızlandırarak etkisini artırmak ve rekabet avantajı kazanmak için bir fırsat olarak görüldüğü ve bir tehdit unsuru olarak algılanmadığı; son olarak katılımcıların büyük çoğunluğunun, yapay zekâ teknolojileri aracılığıyla gerçekleşecek dönüşüme çeşitli şekillerde hazırlandığı tespit edilmiştir. Halkla ilişkiler ve yapay zekâ ilişkisini araştıran kapsamlı çalışmalar 2018 yılından bu yana hızlanmıştır. Türkiye’de de bu amaçla yapılmış çalışmaların kapsamı sınırlıdır. Gerçekleştirilen bu araştırmanın, teknolojik dönüşüme adaptasyon ve yapay zekâ teknolojileri konusunda halkla ilişkiler sektöründeki farkındalığı artırmak açısından önem arz ettiğini ve bu nedenle alana katkı sunacağını söylemek mümkündür.

References

  • AItrends, The Business and Technology Enterprise AI (2018a). “Emotion Tracking AI for Autonomous Vehicle Drivers Launched By Affectiva”, https://www.aitrends.com/emotion-recognition/emotion-tracking-ai-for-autonomous-vehicle-drivers-launched-by-affectiva/, Erişim Tarihi: 01.01.2021.
  • AItrends, The Business and Technology Enterprise AI (2018b). “AI is Powering the Growing Emotional Intelligence Business”, https://www.aitrends.com/emotion-recognition/ai-powering-growing-emotional-intelligence-business/, Erişim Tarihi: 01.01.2021.
  • Galloway, Chris ve Swiatek, Lukasz (2018). “Public Relations And Artificial Intelligence: It’s not (Just) About Robots”, Public Relations Review, 44, s.734-740.
  • Hawksworth, John; Berriman, Richard; Goel, Saloni (2018). “Will Robots Really Steal Our Jobs? An International Analysis of the Potential Long Term Impact of Automation. PwC’s Global Artificial Intelligence Study”, https://www.pwc.co.uk/economic-services/assets/international-impact-of-automation-feb-2018.pdf, Erişim Tarihi: 12.12.2020
  • Kande, Mohamed ve Sönmez, Murat (2020, 26 Ekim). “Don’t Fear AI. It will Lead to Long-Term Job Growth”, www.forbes.com/, Erişim Tarihi: 12.12.2020.
  • Kaput, Mike (2020a). “AI And Advertising: Everything You Need To Know”, https://www.marketingaiinstitute.com/blog/, Erişim 22 Aralık 2020.
  • Kaput, Mike (2020b). “What Is Artificial Intelligence For Social Media?”, https://www.marketingaiinstitute.com/blog/what-is-artificial-intelligence-for-social-media, Erişim Tarihi: 22 Aralık 2020.
  • LeCun, Yann; Bengio, Yoshua; Hinton, Geoffrey (2015). “Deep Learning”. Nature, 521, s.436-444, doi:10.1038/nature14539.
  • Loupa, Maria (2018). “AiThority Interview Series With Maria Loupa, Account Director At Ballou PR”, https://aithority.com/interviews/interview-with-maria-loupa-account-director-at-ballou-pr/, Erişim Tarihi: 24 Aralık 2020.
  • McMenemy, Lauren (2018). “With AI and Workforce Automation Entering Brand Communications, How Do We Keep Content Ethical?” https://www.skyword.com/contentstandard/with-ai-and-workforce automation-entering-brand-communications-how-do-we-keep-content-ethical/, Erişim Tarihi: 01.01.2021.
  • Nilsson, Nills J. (2018). Yapay Zekâ: Geçmişi ve Geleceği, (Çev: Mehmet Doğan), İstanbul: Boğaziçi Üniversitesi Yayınevi.
  • PwC; “Sizing The Prize: Whats’a The Real Value Of AI for Your Business And How Can You Capitalise?”, https://www.pwc.com/gx/en/issues/analytics/assets/pwc-ai-analysis-sizing-the-prize-report.pdf, Erişim 18 Aralık 2020. Kaplan, Rakowski, R. ve Meseberg, Kay (2018). “Immersive Media And Their Future”. SSRN Electronic Journal, 42, s.143-153, https://doi.org/10.1007/978-3-030-27986-8_13.
  • Ramaswamy, Satya (2017). “How Companies Are Already Using AI”. Harvard Business Review. https://hbr.org/2017/04/how-companies-are-already-using-ai, Erişim Tarihi: 24.12.2020.
  • Russell, Stuart (2020). “The Secret To Designing A Positive Future With AI? Imagination”, Worl Economic Forum, https://www.weforum.org/agenda/2020/10/the-secret-to-designing-a-positive-vision-for-ai-imagination/, Erişim Tarihi: 19.12.2020.
  • Russell, Stuart ve Norvig, Peter (2020). Artificial Intelligence: A Modern Approach, 4th Edition, Hoboken: Pearson.
  • Sheehan, Kerry (2018), “Opinion: We Must Use AI TO Excel In The Next Frontier Of PR”, https://www.gorkana.com/2018/05/kerry-sheehan-opinion-use-ai-to-excel-in-the-next-frontier-of-pr/ , Erişim Tarihi: 24.12.2020.
  • Smith, Andrew, B. (2018). “AI And Media: How Is The Media And Public Realitions Practice Being Impacted By AI?”, Skills Guide: The Impact Of AI In Media & PR. CIPR AlinPR Primer Series. London, United Kingdon: Chartered Institute For Public Relations.
  • Spangler, Todd (2018). “First AI-Scripted Commercial Debuts, Directed By Kevin Macdonald For Lexus”, https://variety.com/2018/digital/news/lexus-ai-scripted-ad-ibm-watson-kevin-macdonald-1203030693/, Erişim Tarihi: 25.12.2020.
  • Thalassinou, Melina (2018). “CIPR’s New Research Reveals Effect Of Artificial Intelligence On PR”, https://www.communicatemagazine.com/news/2018/cipr-s-new-research-reveals-effect-of-artificial-intelligence-on-pr/, Erişim Tarihi: 01.01.2021.
  • Valin, Jean (2018a). “An Introduction To AI In PR”, London, United Kingdom: Chartered Institute For Public Relations.
  • Valin, Jean (2018b). “Humans Still Needed: An Analysis Of Skills And Tools In Public Relations”, London, United Kingdom: Chartered Institute For Public Relations.
  • Valin, Jean ve Gregory, Anne (2020). “Ethics Guide To Artificial Intelligence In PR”, (UK Edition). London, United Kingdom: Chartered Institute For Public Relations ve Canadian Public Relations Society.
  • WADDS (2020). An Analysis Of The Impact Of AI On Skills In PR. https://wadds.co.uk/blog/2018/5/22/an-analysis-of-the-impact-of-ai-on-skills-in-pr, Erişim Tarihi: 25.12.2020.
  • Waddington, Stephen (2018). “Why Is PR Sleepwalking Into The Threat Of Artificial Intelligence?”, https://paulsutton.co/2018/04/04/pr-threat-artificial-intelligence/, Erişim Tarihi: 01.01.2021.
  • We Communications (2019). “Artificial Intelligence And The New Imperative For Communicators”.https://we-worldwide-arhxo0vh6d1oh9i0c.stackpathdns.com/media/445453/ai_imperative-for-communicators_positioning-paper.pdf, Erişim Tarihi: 20.12.2020.
  • World Economic Forum. (2020, Ekim). “The future Of Jobs Report 2020”, https://www.weforum.org/reports/the-future-of-jobs-report-2020, Erişim Tarihi: 01.12.2020.
  • Zerfass, Ansgar; Verĉiĉ, Dejan; Verhoeven, Piet; Moreno, Ângeles, Moreno; Tench, Ralph (2019). “European Communication Monitor 2019. Exploring Trust In Profession, Transparency, Artificial Intelligence And New Content Strategies. Results Of a Survey In 46 Countries”, Brussels: EUPRERA /EACD.

EFFECT OF ARTIFICIAL INTELLIGENCE THE FUTURE OF PUBLIC RELATIONS: A FIELD RESEARCH IN PUBLIC RELATIONS PROFESSIONALS AXIS IN TURKEY

Year 2021, Volume: 9 Issue: 2, 783 - 816, 30.09.2021
https://doi.org/10.19145/e-gifder.916684

Abstract

In the study, it was aimed to determine which technologies, tools and software are used by public relations professionals, their frequency of use of these tools, how they evaluate the effects of technology, tools and software on public relations processes, whether they see AI as an opportunity or a threat, what extent they prepare themselves for technological transformation. The sample of the research consists of 77 public relations agencies based in Istanbul, which are members of the Public Relations Association of Turkey (TÜHİD), which is considered to have a high performance in incorporating current developments and technological innovations into their workflows. Within the scope of the field research study, the data were collected from the participants who made up the sample, between February 1 and April 1, 2021, by means of a quantitative data collection tool, a "questionnaire". After the data obtained, they were transferred to the computer environment, they were encoded in the SPSS 16.0 data analysis program; frequency distribution and percentage were evaluated with descriptive statistics. According to the data, the majority of the participants used at least one of the various technologies, tools and software; the most used technologies, tools and software are in the categories of analytics, image management, campaign management, social media management, writing, research, planning and measurement; technology tools and software support business processes positively; AI is seen as an opportunity to increase its impact and gain competitive advantage by accelerating public relations processes and is not perceived as a threat; finally, it has been determined that the majority of the participants are prepared for the transformation that will take place through AI technologies in various ways. Comprehensive studies investigating the relationship between public relations and AI have accelerated since 2018. Turkey has also limited the scope of work for this purpose. It is possible to say that this research is important in terms of adaptation to the technological transformation and increasing awareness of AI technologies in the public relations sector and will therefore contribute to the field.

References

  • AItrends, The Business and Technology Enterprise AI (2018a). “Emotion Tracking AI for Autonomous Vehicle Drivers Launched By Affectiva”, https://www.aitrends.com/emotion-recognition/emotion-tracking-ai-for-autonomous-vehicle-drivers-launched-by-affectiva/, Erişim Tarihi: 01.01.2021.
  • AItrends, The Business and Technology Enterprise AI (2018b). “AI is Powering the Growing Emotional Intelligence Business”, https://www.aitrends.com/emotion-recognition/ai-powering-growing-emotional-intelligence-business/, Erişim Tarihi: 01.01.2021.
  • Galloway, Chris ve Swiatek, Lukasz (2018). “Public Relations And Artificial Intelligence: It’s not (Just) About Robots”, Public Relations Review, 44, s.734-740.
  • Hawksworth, John; Berriman, Richard; Goel, Saloni (2018). “Will Robots Really Steal Our Jobs? An International Analysis of the Potential Long Term Impact of Automation. PwC’s Global Artificial Intelligence Study”, https://www.pwc.co.uk/economic-services/assets/international-impact-of-automation-feb-2018.pdf, Erişim Tarihi: 12.12.2020
  • Kande, Mohamed ve Sönmez, Murat (2020, 26 Ekim). “Don’t Fear AI. It will Lead to Long-Term Job Growth”, www.forbes.com/, Erişim Tarihi: 12.12.2020.
  • Kaput, Mike (2020a). “AI And Advertising: Everything You Need To Know”, https://www.marketingaiinstitute.com/blog/, Erişim 22 Aralık 2020.
  • Kaput, Mike (2020b). “What Is Artificial Intelligence For Social Media?”, https://www.marketingaiinstitute.com/blog/what-is-artificial-intelligence-for-social-media, Erişim Tarihi: 22 Aralık 2020.
  • LeCun, Yann; Bengio, Yoshua; Hinton, Geoffrey (2015). “Deep Learning”. Nature, 521, s.436-444, doi:10.1038/nature14539.
  • Loupa, Maria (2018). “AiThority Interview Series With Maria Loupa, Account Director At Ballou PR”, https://aithority.com/interviews/interview-with-maria-loupa-account-director-at-ballou-pr/, Erişim Tarihi: 24 Aralık 2020.
  • McMenemy, Lauren (2018). “With AI and Workforce Automation Entering Brand Communications, How Do We Keep Content Ethical?” https://www.skyword.com/contentstandard/with-ai-and-workforce automation-entering-brand-communications-how-do-we-keep-content-ethical/, Erişim Tarihi: 01.01.2021.
  • Nilsson, Nills J. (2018). Yapay Zekâ: Geçmişi ve Geleceği, (Çev: Mehmet Doğan), İstanbul: Boğaziçi Üniversitesi Yayınevi.
  • PwC; “Sizing The Prize: Whats’a The Real Value Of AI for Your Business And How Can You Capitalise?”, https://www.pwc.com/gx/en/issues/analytics/assets/pwc-ai-analysis-sizing-the-prize-report.pdf, Erişim 18 Aralık 2020. Kaplan, Rakowski, R. ve Meseberg, Kay (2018). “Immersive Media And Their Future”. SSRN Electronic Journal, 42, s.143-153, https://doi.org/10.1007/978-3-030-27986-8_13.
  • Ramaswamy, Satya (2017). “How Companies Are Already Using AI”. Harvard Business Review. https://hbr.org/2017/04/how-companies-are-already-using-ai, Erişim Tarihi: 24.12.2020.
  • Russell, Stuart (2020). “The Secret To Designing A Positive Future With AI? Imagination”, Worl Economic Forum, https://www.weforum.org/agenda/2020/10/the-secret-to-designing-a-positive-vision-for-ai-imagination/, Erişim Tarihi: 19.12.2020.
  • Russell, Stuart ve Norvig, Peter (2020). Artificial Intelligence: A Modern Approach, 4th Edition, Hoboken: Pearson.
  • Sheehan, Kerry (2018), “Opinion: We Must Use AI TO Excel In The Next Frontier Of PR”, https://www.gorkana.com/2018/05/kerry-sheehan-opinion-use-ai-to-excel-in-the-next-frontier-of-pr/ , Erişim Tarihi: 24.12.2020.
  • Smith, Andrew, B. (2018). “AI And Media: How Is The Media And Public Realitions Practice Being Impacted By AI?”, Skills Guide: The Impact Of AI In Media & PR. CIPR AlinPR Primer Series. London, United Kingdon: Chartered Institute For Public Relations.
  • Spangler, Todd (2018). “First AI-Scripted Commercial Debuts, Directed By Kevin Macdonald For Lexus”, https://variety.com/2018/digital/news/lexus-ai-scripted-ad-ibm-watson-kevin-macdonald-1203030693/, Erişim Tarihi: 25.12.2020.
  • Thalassinou, Melina (2018). “CIPR’s New Research Reveals Effect Of Artificial Intelligence On PR”, https://www.communicatemagazine.com/news/2018/cipr-s-new-research-reveals-effect-of-artificial-intelligence-on-pr/, Erişim Tarihi: 01.01.2021.
  • Valin, Jean (2018a). “An Introduction To AI In PR”, London, United Kingdom: Chartered Institute For Public Relations.
  • Valin, Jean (2018b). “Humans Still Needed: An Analysis Of Skills And Tools In Public Relations”, London, United Kingdom: Chartered Institute For Public Relations.
  • Valin, Jean ve Gregory, Anne (2020). “Ethics Guide To Artificial Intelligence In PR”, (UK Edition). London, United Kingdom: Chartered Institute For Public Relations ve Canadian Public Relations Society.
  • WADDS (2020). An Analysis Of The Impact Of AI On Skills In PR. https://wadds.co.uk/blog/2018/5/22/an-analysis-of-the-impact-of-ai-on-skills-in-pr, Erişim Tarihi: 25.12.2020.
  • Waddington, Stephen (2018). “Why Is PR Sleepwalking Into The Threat Of Artificial Intelligence?”, https://paulsutton.co/2018/04/04/pr-threat-artificial-intelligence/, Erişim Tarihi: 01.01.2021.
  • We Communications (2019). “Artificial Intelligence And The New Imperative For Communicators”.https://we-worldwide-arhxo0vh6d1oh9i0c.stackpathdns.com/media/445453/ai_imperative-for-communicators_positioning-paper.pdf, Erişim Tarihi: 20.12.2020.
  • World Economic Forum. (2020, Ekim). “The future Of Jobs Report 2020”, https://www.weforum.org/reports/the-future-of-jobs-report-2020, Erişim Tarihi: 01.12.2020.
  • Zerfass, Ansgar; Verĉiĉ, Dejan; Verhoeven, Piet; Moreno, Ângeles, Moreno; Tench, Ralph (2019). “European Communication Monitor 2019. Exploring Trust In Profession, Transparency, Artificial Intelligence And New Content Strategies. Results Of a Survey In 46 Countries”, Brussels: EUPRERA /EACD.
There are 27 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Sema Çağlayan 0000-0002-5715-8744

Publication Date September 30, 2021
Submission Date April 15, 2021
Published in Issue Year 2021 Volume: 9 Issue: 2

Cite

APA Çağlayan, S. (2021). YAPAY ZEKÂNIN HALKLA İLİŞKİLERİN GELECEĞİNE ETKİSİ: TÜRKİYE’DE HALKLA İLİŞKİLER PROFESYONELLERİ EKSENİNDE BİR ALAN ARAŞTIRMASI. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 9(2), 783-816. https://doi.org/10.19145/e-gifder.916684
AMA Çağlayan S. YAPAY ZEKÂNIN HALKLA İLİŞKİLERİN GELECEĞİNE ETKİSİ: TÜRKİYE’DE HALKLA İLİŞKİLER PROFESYONELLERİ EKSENİNDE BİR ALAN ARAŞTIRMASI. e-gifder. September 2021;9(2):783-816. doi:10.19145/e-gifder.916684
Chicago Çağlayan, Sema. “YAPAY ZEKÂNIN HALKLA İLİŞKİLERİN GELECEĞİNE ETKİSİ: TÜRKİYE’DE HALKLA İLİŞKİLER PROFESYONELLERİ EKSENİNDE BİR ALAN ARAŞTIRMASI”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 9, no. 2 (September 2021): 783-816. https://doi.org/10.19145/e-gifder.916684.
EndNote Çağlayan S (September 1, 2021) YAPAY ZEKÂNIN HALKLA İLİŞKİLERİN GELECEĞİNE ETKİSİ: TÜRKİYE’DE HALKLA İLİŞKİLER PROFESYONELLERİ EKSENİNDE BİR ALAN ARAŞTIRMASI. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 9 2 783–816.
IEEE S. Çağlayan, “YAPAY ZEKÂNIN HALKLA İLİŞKİLERİN GELECEĞİNE ETKİSİ: TÜRKİYE’DE HALKLA İLİŞKİLER PROFESYONELLERİ EKSENİNDE BİR ALAN ARAŞTIRMASI”, e-gifder, vol. 9, no. 2, pp. 783–816, 2021, doi: 10.19145/e-gifder.916684.
ISNAD Çağlayan, Sema. “YAPAY ZEKÂNIN HALKLA İLİŞKİLERİN GELECEĞİNE ETKİSİ: TÜRKİYE’DE HALKLA İLİŞKİLER PROFESYONELLERİ EKSENİNDE BİR ALAN ARAŞTIRMASI”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 9/2 (September 2021), 783-816. https://doi.org/10.19145/e-gifder.916684.
JAMA Çağlayan S. YAPAY ZEKÂNIN HALKLA İLİŞKİLERİN GELECEĞİNE ETKİSİ: TÜRKİYE’DE HALKLA İLİŞKİLER PROFESYONELLERİ EKSENİNDE BİR ALAN ARAŞTIRMASI. e-gifder. 2021;9:783–816.
MLA Çağlayan, Sema. “YAPAY ZEKÂNIN HALKLA İLİŞKİLERİN GELECEĞİNE ETKİSİ: TÜRKİYE’DE HALKLA İLİŞKİLER PROFESYONELLERİ EKSENİNDE BİR ALAN ARAŞTIRMASI”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, vol. 9, no. 2, 2021, pp. 783-16, doi:10.19145/e-gifder.916684.
Vancouver Çağlayan S. YAPAY ZEKÂNIN HALKLA İLİŞKİLERİN GELECEĞİNE ETKİSİ: TÜRKİYE’DE HALKLA İLİŞKİLER PROFESYONELLERİ EKSENİNDE BİR ALAN ARAŞTIRMASI. e-gifder. 2021;9(2):783-816.