Halkla İlişkiler Ajanslarında Yapay Zekâ Kullanımı: Ajans Profesyonellerinin Pratikleri Üzerine Nitel Bir Araştırma

Öz

Yapay zekâ sistemleri, halkla ilişkiler uzmanlarının iş rutininde görünür hale gelmekte ve alandaki çalışmalar bunu bir paradigma değişikliği olarak tartışmaktadır. Ülkemizde halkla ilişkiler alanında yapay zekâ kullanımına ikincil kaynaklar üzerinden odaklanan çalışmalar, iş rutinlerinde entegrasyonunun artacağını öngörmektedir. Buna karşın sektör profesyonellerinin görüş ve uygulamalarını yansıtan çalışmalar kısıtlıdır. Bu ihtiyaçtan hareketle mevcut çalışma, nitel bir yaklaşımla ajansların yapay zekâ sistemleri ile ilgili iş deneyimlerini keşfetmeyi amaçlamıştır. Türkiye Halkla İlişkiler Derneği (TÜHİD) ve İletişim Danışmanlığı Şirketleri Derneğine (İDA) üye halkla ilişkiler ajansları arasından yargısal örneklem yöntemiyle ulaşılan 14 halkla ilişkiler uzmanıyla Ekim-Aralık 2024 tarihleri arasında görüşmeler gerçekleştirilmiş; elde edilen bulgular anlatı analizi yöntemiyle aktarılmıştır. Araştırmanın başlıca sonucu, iş rutinlerinde hızlı bir otonomlaşma olduğudur. Bu dönüşüm alana özgü yeni beceriler ve uygulamaları gerektirirken, etik ve ilkesel kaygılara yönelik kolektif düzeyde mücadele yöntemleri geliştirilmesi için beklentiler olduğu anlaşılmıştır. Bulgular, mesleki pratiklerde yapay zekânın benimsendiğine, gelecek öngörülerinin yapay zekâ ile şekillendirildiğine, ajanslar tarafından alana özel geliştirilmiş yapay zekâ katmanlarının mesleki pratiğe entegre olacağına ve bu alandaki bilimsel çalışmalar için yeni katmanların oluşabileceğine işaret etmektedir.

Anahtar Kelimeler

• Yapay Zekâ
• Halkla İlişkiler Uygulamaları
• Halkla İlişkiler Ajansları
• Etik
• Yapay Zekâ Katmanları

AI Practices of Public Relations Agencies: A Qualitative Study of Agency Professionals’ Practices

Öz

Artificial intelligence (AI) systems are becoming increasingly visible in the daily routines of public relations practitioners, and current studies discuss this trend as a paradigm shift in the field. In Türkiye, studies focusing on the use of artificial intelligence in public relations, based on secondary sources, foresee its growing integration into work routines. However, studies reflecting the perspectives and practices of industry professionals are limited. Motivated by this need, the present study aimed to explore, through a qualitative approach, how agency public relations professionals experience working with artificial intelligence systems and how they interpret the change in the near future. Within this scope, interviews were conducted with 14 public relations professionals, reached through purposive sampling among agencies that are members of the Public Relations Association of Türkiye (TÜHİD) and the Association of Communication Consultancy Companies (İDA) between October and December 2024. The findings were presented through narrative analysis. The main result of the study is the rapid autonomy within professional routines. While this transformation necessitates the development of new, field-specific skills and practices, participants also expressed collective expectations for mechanisms that can address emerging ethical and principled concerns. The findings suggest that AI is increasingly being adopted in professional practice and is starting to shape future projections in the field; agency-specific AI wrappers are being integrated into PR workflows. Furthermore, it is anticipated that new analytical and conceptual layers will emerge, suggesting potential directions for future academic research in this domain.

Anahtar Kelimeler

• Artificial Intelligence
• Public Relations Practices
• Public Relations Agencies
• Ethics
• AI Wrappers

Kaynakça

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