The Public Relations Profession in Institutional Communication in Light of Modern Trends in the Use of Artificial Intelligence Technologies
Nabila Asmi 
Abstract. The current study addresses the issue of public relations practitioners' attitudes toward the current use of artificial intelligence technologies within organizations and examines the extent to which public relations practitioners are prepared to deal with these technologies when performing their assigned organizational tasks. Accordingly, the study generally aims to explore public relations practitioners' attitudes toward the current and future use of artificial intelligence technologies within organizations. The study also seeks to achieve several specific objectives, including identifying the changes taking place in the public relations profession in light of the transition to the era of big data and artificial intelligence (AI), as well as identifying the opportunities and challenges facing public relations practitioners when using these technologies. The study adopts a descriptive methodology and reaches several conclusions, including the importance of AI for the public relations profession. The study also highlights the future skills that practitioners need to develop through education and training, particularly analytical and predictive skills and critical thinking.
Keywords: public relations, institutional communication, artificial intelligence, organizations