The awareness of Public Relation practitioners about artificial intelligence tools in the public relations sector in government and privet organization in the Sultanate of Oman.

Abstract

The study aims to identify the level of awareness among public relations practitioners in Oman, both in government and private institutions, regarding artificial intelligence tools and the future trends for institutions considering the presence of these tools. The study adopted a descriptive methodology, which relies on collecting data from literature and previous studies related to the use of artificial intelligence in public relations in Oman. The study also used an inductive approach to analyze the study sample and relied on an electronic questionnaire (Google Form) to collect data from the target group, with a sample size of 70. The data was statistically analyzed using the SPSS program. The study reached several results, which are: Public relations practitioners believe that artificial intelligence is of great importance in the future of work. They see a mutual dependence between the role of artificial intelligence and public relations in performing tasks, with neither overshadowing the other. The results indicate that the awareness among public relations practitioners of artificial intelligence technologies and tools is limited. At the forefront of the skills that public relations practitioners expect employees in government and private institutions to acquire are Technology Interaction Skills, Analytical skills, Critical Thinking Skills, Communication Skills, Leadership Skills, and Negotiating skills.