AI, Digital Ethics, and PR in Malaysia

AI and Digital Ethics in Public Relations: A Malaysian Perspective

Artificial Intelligence (AI) has revolutionized Public Relations (PR), but its ethical implications remain a concern for organizations. A recent study in Malaysia investigates how AI usage affects PR practices, with a focus on the role of Digital Ethics.

The research, conducted using a cross-sectional quantitative approach, surveyed PR professionals in Malaysia. The findings reveal that AI significantly impacts PR practices, and Digital Ethics plays a crucial mediating role in this relationship.

Methodology and Key Findings

The study employed structured survey questionnaires to gather data from PR professionals. Mediation analysis was conducted using SPSS and PROCESS macro-Model 4 to examine the relationship between AI usage, Digital Ethics, and PR practices.

The results highlight that AI usage enhances PR practices, and Digital Ethics further amplifies this effect. This suggests that ethical AI implementation can improve PR efficiency and effectiveness.

Implications for PR Practitioners

The research extends Excellence Theory into an AI-driven ethical framework. It encourages organizations to incorporate strong ethical guidelines into their AI-based PR strategies. By adopting Digital Ethical practices, PR practitioners can not only boost productivity but also safeguard their organizations from potential ethical risks associated with AI.

"AI is a powerful tool in PR, but it must be used responsibly," said a leading PR expert in Malaysia. "This study underscores the importance of ethical considerations in leveraging AI for PR success."

Bridging the Literature Gap

The study addresses a gap in the existing literature by examining the intersection of Digital Ethics and AI-driven PR. It provides valuable insights into how ethical considerations can enhance PR practices in the age of AI.

As AI continues to evolve, understanding its ethical implications will be crucial for PR professionals to navigate the challenges and opportunities it presents.

Conclusion

This research sheds light on the importance of Digital Ethics in AI-driven PR practices in Malaysia. By embracing ethical guidelines, PR practitioners can harness the full potential of AI while mitigating its risks.

The findings serve as a call to action for organizations to prioritize Digital Ethics in their AI strategies, ensuring responsible and effective PR practices in the digital age.