Perceived usefulness of Artificial Intelligence on Public Relations Practices in Malaysia: A Pilot Study

Dzul Affandi Mat Noor; Ahlam Abdul Aziz; Shazleen Mohamed

doi:10.37535/105004220256

Authors

Dzul Affandi Mat Noor Faculty of Communication and Media Studies, Universiti Teknologi MARA
Ahlam Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM)
Shazleen Faculty of Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM) Shah Alam

DOI:

https://doi.org/10.37535/105004220256

Keywords:

Artificial Intelligence, Public Relations, Perceived Usefulness, Technology Acceptance Model, Malaysia

Abstract

This pilot study investigates the perceived usefulness of Artificial Intelligence (AI) in Public Relations (PR) practices from the perspective of Malaysian practitioners. With the increasing adoption of AI across industries, PR professionals are beginning to explore how such technologies can enhance strategic communication, media monitoring, campaign planning and stakeholder engagement. However, there is limited empirical research capturing these perceptions in the Malaysian context. Guided by the Technology Acceptance Model (TAM), this study aims to assess the extent to which AI is perceived to enhance efficiency, transform roles and support the core functions of PR. This study evaluates how practitioners view AI’s ability to streamline content creation, automate repetitive tasks and analyse media trends. Using a quantitative survey approach, data were collected from various Malaysian PR practitioners through an online questionnaire. Descriptive statistical analysis was employed to identify key patterns in perception. The results reveal that AI is generally perceived as a valuable tool for automating routine tasks such as press release writing, social media monitoring and media analysis. However, its perceived usefulness diminishes in areas requiring emotional intelligence, strategic judgment, or interpersonal engagement, such as crisis communication and relationship-building with stakeholders. The findings underscore a dual perception of AI as both an enhancer of efficiency and a potential disruptor of core human-centred PR functions. This study contributes to the growing body of knowledge on AI in communication by providing initial empirical insights from Malaysia, a region underrepresented in current discourse. It also lays the groundwork for future studies exploring behavioural intention and actual AI usage in PR, which could be investigated further. The study concludes by recommending skill development initiatives, ethical AI integration and policy support to ensure AI adoption aligns with professional standards and societal values.

Author Biographies

Dzul Affandi Mat Noor, Faculty of Communication and Media Studies, Universiti Teknologi MARA

Dzul Affandi Mat Noor has over 15 years of experience in public relations and communications, specialising in strategic communications, media campaigns and crisis management, with expertise in managing high-profile events, product launches, and fostering global stakeholder relationships. Dzul works closely with senior management to align communications strategies with organisational objectives.
Ahlam, Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM)

Assoc. Prof. Dr. Ahlam Abdul Aziz is a senior lecturer at the Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM) Shah Alam. She completed her Doctoral studies in Communication Technology in Organisations at Universiti Putra Malaysia in 2015. Her research interests include Organisational Communication, Leadership Communication, and Quantitative Research and Data Analysis. Dr. Ahlam has been serving as an academic at UiTM since 2004.
Shazleen, Faculty of Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM) Shah Alam

Dr. Shazleen Mohamed began her career in media and communication as an assistant producer at Radio Televisyen Malaysia (RTM) before moving on to produce multiple television programmes for Malaysia’s TV3. Recognising the importance of education and knowledge-sharing, Dr Mohamed transitioned to academia in 2002 as a full-time lecturer at the Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM), Malaysia. With over 21 years of experience in education, she has been dedicated to inspiring and mentoring the next generation of communication and media professionals. Her areas of specialisation include broadcasting, children and media, human communication, and corporate communication, where her expertise has established her as a respected figure in the academic community.

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