Developing Public Relations Content with AI: A Demand Analysis and the Use of Blog Bots and Evidence-Based Data
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Abstract
This study aims to analyze the perspectives and readiness of public relations professionals in Thai public universities regarding the use of artificial intelligence (AI) tools in public relations writing. It focuses on assessing the needs and limitations in the application of AI-driven blogs and chatbots and proposes a conceptual framework for creating an ethical and effective co-creation model that integrates AI and human input. This quantitative research employed a questionnaire to collect data from 400 public relations practitioners. Data was analyzed using descriptive statistics and the Modified Priority Needs Index (PNI Modified) to identify gaps between actual practices and ideal expectations. The findings indicate that practitioners place high importance on using evidence-based data to enhance communication credibility (mean = 4.453), emphasized that credibility and transparency are central to AI-assisted communication. Conversely, the use of bots for generating statistical content received the lowest score (mean = 4.193), reflecting practitioners' uncertainty or limitations in related skills. The most critical needs identified include linking blogs to social media platforms, real-time data analysis, and the use of bots to align content with current trends. As a strategic recommendation, this study suggests that educational institutions and related organizations develop AI adoption strategies in public relations. These strategies should focus on enhancing data analysis skills,
fact-checking, and evidence-based storytelling through targeted training and specialized courses. Furthermore, it is recommended to promote co-creation models that combine AI and human collaboration to strengthen credibility, efficiency, and ethical standards in public relations. Clear policies should also be established to guide the use of AI in communication, helping prevent misinformation and build public trust.
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