هوش مصنوعی و آینده روابط عمومی الکترونیک

The rapid advancements in digital technologies and the expansion of cyberspace have fundamentally transformed public relations. Traditionally, public relations relied on mass media such as print, radio, and television, where communication was largely one-directional and organizations primarily disseminated messages to audiences. In the digital era, however, public relations have evolved into a two-way, interactive, and accelerated process. Through social media platforms, websites, and smart applications, organizations can engage in real-time communication and personalize interactions to meet audience needs more effectively. These transformations have not only created new opportunities in crisis management, advertising, and audience loyalty but also introduced significant challenges for organizations. The integration of artificial intelligence into digital public relations provides new capacities for data analysis, audience behavior prediction, and the design of targeted messages, positioning AI as a central component of contemporary communication strategies. Drawing on the book "The Future of Electronic Public Relations, Artificial Intelligence and the Metaverse: Challenges and Opportunities", this article examines how digital tools and AI can reshape traditional communication practices and foster innovative approaches in public relations.