Research led by Dr. Antoinette Yaa Benewaa Gabrah has highlighted the transformative impact of Artificial Intelligence (AI) on Public Relations (PR) strategies, brand reputation, and stakeholder perceptions in emerging economies.
According to Dr. Gabrah, AI-driven PR efforts play a critical role in detecting and responding to brand-related crises, reputation monitoring, and measuring brand sentiment.
The study revealed that AI-driven PR strategies have a positive impact on brand reputation and stakeholder perception. Stakeholders demonstrated high acceptance, trust, and engagement with AI-driven PR efforts, underscoring the potential of AI to enhance PR practices in emerging economies.
Dr. Gabrah encourages businesses and organizations, particularly in the private sector, to leverage AI in their PR activities and brand reputation management. By embracing AI-driven PR strategies, companies can improve their reputation, build trust with stakeholders, and stay ahead in the competitive market.
As a lecturer and researcher at Academic City University and Ghana Communication Technology University, Dr. Gabrah’s expertise in AI, branding, and PR provides valuable insights for industry professionals. Her research highlights the importance of integrating AI into PR practices to drive business success in emerging economies.
The study’s findings have significant implications for the PR industry in Africa, where the practice is rapidly evolving. By adopting AI-driven PR strategies, businesses can enhance their reputation, build trust with stakeholders, and drive growth in emerging economies.
