Journal of Public Relations Research

Logan, Nneka; Waymer, Damion

2024 Journal of Public Relations Research

doi: 10.1080/1062726X.2024.2308868

This article contributes to theory building in public relations by responding to calls for more public relations research on the social, cultural and ethical implications of AI as it explores the racial dynamics of AI. We examine three case examples in which AI, race and public relations intersect including: Microsoft’s chatbot Tay, a Facebook topic recommendation feature, and FN Meka, an AI-powered rap avatar. We draw upon the public relations race and DEI literature to introduce a framework we coin Inclusive, Responsible, Communication in Artificial Intelligence (IRCAI). The IRCAI framework is used to illuminate the three case examples. We conclude that it is important for the public relations field to navigate the intersection of AI and race, and we reiterate that our IRCAI framework can facilitate such efforts within and beyond the context of race.

Uysal, Nur

2024 Journal of Public Relations Research

doi: 10.1080/1062726X.2023.2260513

As the drive for enhanced diversity, equity, and inclusion (DEI) intensifies in the public sphere, shareholders are increasingly leveraging their influence and resources to proactively advance DEI causes that align with broader societal concerns. However, our understanding of “social” shareholder activism remains rudimentary. To address this gap, this research employs the dialogic engagement framework in public relations to examine the interactions between shareholder activists and corporations on DEI issues. Using a mixed methods research design, the study analyzes social issue shareholder proposals voted on from 2010 to 2022 (n = 1773) and conducts a detailed case study of shareholder activist-corporate engagement. Results indicate shareholders’ emphasis on an array of DEI matters, spanning from racial disparities to LGBTQ+ rights, and their push for increased disclosures, data-driven reports, and comprehensive racial equity audits. The case study underscores the pivotal role of relational, collaborative dialogic engagement within internal stakeholder activism. The study concludes by discussing various theoretical and practical ramifications stemming from the confluence of internal activism, dialogic engagement, and issues management were discussed.

Li, Jo-Yun; Lee, Yeunjae; Tao, Weiting; Xu, Dongqing; Dong, Enzhu

2024 Journal of Public Relations Research

doi: 10.1080/1062726X.2023.2298864

Guided by literature in the theory of corporate responsibility to race, organizational identity theory, and attribution theory, this study investigates the role of preexisting organizational identity in shaping consumer attributions of its CRR motives. The findings from a survey of 610 participants suggested that consumers believe that an organization has public-serving motives to join the fight against racial injustice when they observe the organization’s commitment to social justice, especially if the organization behaved morally before instituting CRR practices.

Nutsugah, Noel; Senanu, Bright

2024 Journal of Public Relations Research

doi: 10.1080/1062726X.2024.2368485

This study holds substantial significance as it represents a pioneering continent-wide empirical endeavor to comprehend the extent to which public relations (PR) professionals value and engage with Generative Artificial Intelligence (GenAI) technologies and the consequential impact they exert on the praxis of the profession in Africa. The study assumes a qualitative approach with data collected from in-house and agency PR professionals across the major economic blocks in Africa. Beyond unearthing the benefits and threats, we also found practical, socio-cultural, and ethical implications of the influx of GenAI technologies, based upon which we proffered valuable recommendations for both practice and scholarly pursuits. We make a central argument that even though there is a high adoption and usage of GenAIs among PR professionals in Africa, there are currently no ethical policies guiding its usage, and this threatens the professions’ quest to be transparent and accountable to their clients and publics.