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 (UiTM), Malaysia
Ahlam Abdul Aziz Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM), Malaysia
Shazleen Mohamed Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM), Malaysia

DOI:

https://doi.org/10.37535/105004220256

Keywords:

Artificial Intelligence, Public Relations

Abstract

This pilot study examines the perceived usefulness of Artificial Intelligence (AI) in Public Relations (PR) practices from the perspective of Malaysian practitioners. As AI adoption grows across industries, PR professionals are beginning to explore its potential to enhance strategic communication, media monitoring, campaign planning, and stakeholder engagement. Guided by the Technology Acceptance Model (TAM), this study investigates how AI is perceived to improve efficiency, transform professional roles, and support core PR functions. Using a quantitative survey distributed to Malaysian PR practitioners, the study employs descriptive statistical analysis to identify key perception patterns. Findings indicate that AI is viewed as a valuable tool for automating routine tasks such as press release writing, social media monitoring, and media analysis. However, its perceived usefulness declines in areas requiring emotional intelligence, strategic decision-making, and interpersonal communication, particularly in crisis management and relationship-building. These insights reflect a dual perception of AI: as both a productivity enhancer and a potential threat to human-centric aspects of PR. This study contributes empirical evidence from Malaysia, addressing a gap in regional AI and communication research. It also offers practical implications by recommending skill development, ethical AI integration, and policy frameworks to ensure responsible adoption. These steps are essential for aligning AI implementation with professional standards and societal expectations in the evolving PR landscape.

Author Biographies

Dzul Affandi Mat Noor, Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM), Malaysia

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 Abdul Aziz, Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM), Malaysia

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 Mohamed, Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM), Malaysia

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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