Global Entrepreneurial Public Relations In Nigeria In The Face Of New Technologies: Ai In Focus

• Shagnah Jeremiah Alipius

  Adamawa State University, Mubi, Faculty of Social Sciences, Communication & Media Studies, Department of Mass Communication, Adamawa State-Nigeria

  Author

• Chiakaan Gbaden Jacob

  Adamawa State University, Mubi, Faculty of Social Sciences, Communication & Media Studies, Department of Mass Communication, Adamawa State-Nigeria

  Author

Globally, there is a paradigm shift in the practice of public relations and other areas of human endevours. The shift is a product of technological innovation majorly caused by Artificial Intelligence reshaping human practices in almost all fields. Artificial Intelligence, despite its short comings, is transforming all sectors globally. How far this technology is recognized and adopted by organisations and institutions in Nigeria in their public relations practices are questions begging for answers. This study therefore investigates the awareness and adoption levels of AI in the public relations activities of organizations and institutions in Nigeria. The study is anchored on the technology acceptance model. It is qualitatively inclined with data collected from secondary sources such as text books, journals with some obtained from online-educational sources such as Google and so on. The data collected were contextually and thematically analyzed. Findings show that even though institutions and organizations are not in the dark about AI, its adoption in their public relations practices is low. The study, therefore concludes that AI is not highly adopted for public relations practices in Nigeria. It, among others, recommends adequate education for public relations practitioners to be championed by the Nigerian Institute of Public Relations (NIPR). 

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