HUMAN-ARTIFICIAL INTELLIGENCE COLLABORATION IN DATA-DRIVEN PUBLIC RELATIONS: A STUDY ON CHATGPT

İbrahim Çataldaş

Makale detayları

HUMAN-ARTIFICIAL INTELLIGENCE COLLABORATION IN DATA-DRIVEN PUBLIC RELATIONS: A STUDY ON CHATGPT

Yazarlar:

İbrahim Çataldaş

Yayıncı:

Zonguldak Bulent Ecevit University

Ana Başlıklar:

Halkla İlişkiler

Dergi:

Karaelmas Sosyal Bilimler Dergisi Vol.2 Issue 2, pp.196-208

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001335332

pISSN:

2980-1044

Anahtar kelimeler:

Özet:

 target audiences, has undergone several changes since it emerged as a profession. With the advent of digitalization, public relations practiceswhich were initially conducted through press and media relations, among other traditional media channelshave shifted to a wider range of platforms. PR professionals methods of communicating with their audiences have evolved with the introduction of new platforms like social media, internet networking, and big data analytics. In this regard, using artificial intelligence to obtain data-based assessments is more prominent in modern public relations endeavors. This study analyses ChatGPT, a chat application based on artificial intelligence, in the context of data-driven public relations. Document analysis was utilized to gather data for this study, which examined the application of ChatGPT in public relations. The data was then analyzed using content analysis. The study showed that the ChatGPT application can perform public relations tasks such as producing and analyzing content, managing crises, segmenting target audiences, organizing events, and producing data-driven reports. It is concluded that while ChatGPT reports and analyses the execution of these activities, public relations practitioners make evaluations and strategic decisions based on these analyses and reports. In this regard, it is evident that data-driven public relations highlights a public relations strategy founded on human collaboration and artificial intelligence.

 target audiences, has undergone several changes since it emerged as a profession. With the advent of digitalization, public relations practiceswhich were initially conducted through press and media relations, among other traditional media channelshave shifted to a wider range of platforms. PR professionals methods of communicating with their audiences have evolved with the introduction of new platforms like social media, internet networking, and big data analytics. In this regard, using artificial intelligence to obtain data-based assessments is more prominent in modern public relations endeavors. This study analyses ChatGPT, a chat application based on artificial intelligence, in the context of data-driven public relations. Document analysis was utilized to gather data for this study, which examined the application of ChatGPT in public relations. The data was then analyzed using content analysis. The study showed that the ChatGPT application can perform public relations tasks such as producing and analyzing content, managing crises, segmenting target audiences, organizing events, and producing data-driven reports. It is concluded that while ChatGPT reports and analyses the execution of these activities, public relations practitioners make evaluations and strategic decisions based on these analyses and reports. In this regard, it is evident that data-driven public relations highlights a public relations strategy founded on human collaboration and artificial intelligence.

 target audiences, has undergone several changes since it emerged as a profession. With the advent of digitalization, public relations practiceswhich were initially conducted through press and media relations, among other traditional media channelshave shifted to a wider range of platforms. PR professionals methods of communicating with their audiences have evolved with the introduction of new platforms like social media, internet networking, and big data analytics. In this regard, using artificial intelligence to obtain data-based assessments is more prominent in modern public relations endeavors. This study analyses ChatGPT, a chat application based on artificial intelligence, in the context of data-driven public relations. Document analysis was utilized to gather data for this study, which examined the application of ChatGPT in public relations. The data was then analyzed using content analysis. The study showed that the ChatGPT application can perform public relations tasks such as producing and analyzing content, managing crises, segmenting target audiences, organizing events, and producing data-driven reports. It is concluded that while ChatGPT reports and analyses the execution of these activities, public relations practitioners make evaluations and strategic decisions based on these analyses and reports. In this regard, it is evident that data-driven public relations highlights a public relations strategy founded on human collaboration and artificial intelligence.

 Kurum ve organizasyonların hedef kitlelerine yönelik olarak yürüttüğü iletişim çalışmalarını içeren halkla ilişkiler, meslek olarak ortaya çıktığından beri çeşitli dönüşümler geçirmiştir. Mesleğin ilk dönemlerinde basın ve medyayla ilişkiler gibi geleneksel medya mecraları üzerinden yürütülen halkla ilişkiler uygulamaları dijitalleşmeyle birlikte daha çeşitli mecralara taşınmıştır. İnternet ağı, sosyal medya ve büyük veri analitiği gibi yeni araçların ortaya çıkmasıyla birlikte halkla ilişkiler uygulayıcılarının hedef kitleye yönelik yürüttüğü iletişim faaliyetleri dönüşmüştür. Bu kapsamda günümüzde yürütülen halkla ilişkiler faaliyetlerinde yapay zekâ aracılığıyla elde edilen veriye dayalı analizler ön plana çıkmaktadır. Bu çalışmada yapay zekâya dayalı bir sohbet uygulaması olan ChatGPT, veri odaklı halkla ilişkiler bağlamında ele alınmıştır. ChatGPTnin halkla ilişkiler alanındaki kullanımını belirlemek amacıyla yapılmış olan bu çalışmada veri toplamaya yönelik olarak doküman incelemesi yapılmış ve elde edilen verileri analiz etmeye yönelik içerik analizi tekniğinden yararlanılmıştır. Elde edilen bulgulara göre ChatGPT uygulamasının veriye dayalı olarak medya izleme ve analiz, içerik üretimi ve optimizasyonu, kriz yönetimi, hedef kitle segmentasyonu, etkinlik yönetimi ve raporlama gibi hususlarda halkla ilişkiler alanında görevler üstlenebileceği belirlenmiştir. Söz konusu faaliyetlerin yürütülmesinde ChatGPT raporlama ve analiz bakımından rol üstlenirken halkla ilişkiler uygulayıcılarının ise bu analiz ve raporlara bağlı olarak değerlendirmeler yaptığı ve ChatGPTnin stratejik kararlar aldığı sonucuna varılmıştır. Bu bakımdan veri odaklı halkla ilişkilerde, yapay zekâ ve insan iş birliğine dayalı bir halkla ilişkiler modelinin ön plana çıktığı görülmektedir.

Makale detayları

HUMAN-ARTIFICIAL INTELLIGENCE COLLABORATION IN DATA-DRIVEN PUBLIC RELATIONS: A STUDY ON CHATGPT

Yazarlar:

İbrahim Çataldaş

Yayıncı:

Zonguldak Bulent Ecevit University

Ana Başlıklar:

Halkla İlişkiler

Dergi:

Karaelmas Sosyal Bilimler Dergisi Vol.2 Issue 2, pp.196-208

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001335332

pISSN:

2980-1044

Data-Driven Public Relations

ChatGPT

Artificial IntelligenceVeri Odaklı Halkla İlişkiler

ChatGPT

Yapay Zekâ

Sayı

Makale detayları

HUMAN-ARTIFICIAL INTELLIGENCE COLLABORATION IN DATA-DRIVEN PUBLIC RELATIONS: A STUDY ON CHATGPT

Yazarlar: İbrahim Çataldaş

Yayıncı: Zonguldak Bulent Ecevit University

Ana Başlıklar: Halkla İlişkiler

Dergi: Karaelmas Sosyal Bilimler Dergisi Vol.2 Issue 2, pp.196-208

Belge Tipi: Makale

Yayın Tarihi: 12/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001335332

pISSN: 2980-1044

Data-Driven Public Relations

ChatGPT

Artificial IntelligenceVeri Odaklı Halkla İlişkiler

ChatGPT

Yapay Zekâ

Sayı

Yazarlar:

İbrahim Çataldaş

Yayıncı:

Zonguldak Bulent Ecevit University

Ana Başlıklar:

Halkla İlişkiler

Dergi:

Karaelmas Sosyal Bilimler Dergisi Vol.2 Issue 2, pp.196-208

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001335332

pISSN:

2980-1044