Publication: Yapay zeka uygulamalarının halkla ilişkiler aracı olarak kullanımı
Abstract
Teknolojik gelişimin süreklilik arz etmesi ve yeni teknolojilerin insan hayatının her alanına sirayet etmesi ile birlikte veri hacmi hiç olmadığı kadar hızlı bir şekilde artmaktadır. İnsanların, günlük alışkanlıklarını yerine getirirken dahi veri türetmesi, bilgisayarların bu verileri işleme kapasitelerinin her geçen gün biraz daha geliştirilmesini zorunlu kılmakta, bu da sektörde daha önce görülmemiş büyüklükte bir değişimin yaşanmasına yol açmaktadır. Bu değişimin tetikleyicisi ise teknolojik gelişmelerin merkezinde bulunan ve sosyal-ekonomik hayatı derinden etkilemeye başlayan yapay zekâ uygulamalarıdır. Günümüzde yapay zekâ uygulamaları bir kurumdaki hemen hemen tüm fonksiyonlara etki edebilmektedir. Son dönemde halkla ilişkiler uygulamalarının verimliliğini arttırmak için makine öğrenimi, chatbot veya yapay zekâ destekli sunulan hizmet, teknoloji ve uygulamaların kullanımına başvurulması halkla ilişkilerin gelişiminde önemli bir eğilim olarak ortaya çıkmaktadır. Bu bağlamda halkla ilişkiler faaliyetlerinin gerçekleştirildiği kurum ve ajanslarda yapay zekâ uygulamalarından nasıl, hangi alanlarda ve hangi görevlerde yararlanıldığının ortaya konulması önem arz etmektedir. Bu tez çalışması ile yapay zekâ uygulamalarının halkla ilişkilerde kullanım alanlarını ve bu uygulamaların kullanımı ile yerine getirilebilen görevleri; yapay zekâ uygulamalarının kullanımından doğan etki, sınır ve zorluklarla birlikte saptamak ve yapay zekânın halkla ilişkilerde potansiyel kullanım alanlarını belirlemek amaçlanmaktadır. Bu amaç doğrultusunda 13 halkla ilişkiler ajansı ve 5 kurum(birim) olmak üzere, çoklu durum çalışması kapsamında toplam 18 derinlemesine görüşme gerçekleştirilmiş ve bu görüşmeler doküman analizleriyle desteklenmiştir. Görüşmelerden elde edilen verilerin analizinde betimsel analiz ve içerik analiz yöntemleri kullanılmış; veriler, belirlenen kod ve temalar çerçevesinde nitel ve karma yöntemler için kullanılan MAXQDA Analytics Pro 2020 analiz programı ile çözümlenmiştir.Çalışmada; rutin işlerin yerine getirilmesi, sosyal medya izleme, medya izleme ve dağıtımı, rakip ve paydaş analizi, içerik oluşturma ve iyileştirme, trend takibi, kampanya yönetimi, influencer ve gazeteci seçimi, hikâye anlatımı, kriz öngörü ve takip, itibar denetimi ve korunması, ölçüm ve raporlama süreçlerinde yapay zekâ uygulamalarının kullanıldığı, ancak bu kullanımın halkla ilişkiler uygulamalarının tamamen yapay zekâ tarafından gerçekleştirilmesi veya yapay zekânın görevleri kendi kendine yerine getirmesi şeklinde değil, halkla ilişkiler uygulayıcılarının kontrolünde ve onların yönlendirmesiyle gerçekleştirildiği sonucuna ulaşılmıştır. Bu anlamda yapay zekâ uygulamaları, geniş kapsamlı halkla ilişkiler süreçlerinden çok görevlerin belirli aşamalarını destekleyen bir araç niteliği taşımaktadır. Bununla birlikte yapay zekâ uygulamalarının halkla ilişkilere katkılarının otomasyon, hız, doğruluk çerçevesinde görevlerin yerine getiriliş şekilleriyle ilintili olduğu; yapay zekâ uygulamalarının iş süreçlerini hızlandırma, kolaylaştırma ve iyileştirme konusunda kurum ve ajanslara önemli kazanımlar sağladığı sonucuna ulaşılmıştır.
With the continuity of technological developments and the penetration of new technologies into all areas of human life, the amount of data has been increasing faster than ever before.The fact that people produce data even while fulfilling their daily habits necessitates that the capacity of computers to process this data needs to be developed a little more every day, which leads to an unprecedented change in many sectors. The trigger of this change is artificial intelligence applications, which are at the center of technological developments and have started to affect social-economic life deeply. Today, artificial intelligence applications can affect almost all functions in an institution. Recently, the use of machine learning, chatbot or artificial intelligence supported services, technologies and applications to increase the efficiency of public relations applications has emerged as an important trend in the development of public relations. In this context, it is important to reveal how, in which areas and in which tasks artificial intelligence applications are used in institutions and agencies where public relations activities are carried out. In this thesis, it is aimed to determine the areas of use of artificial intelligence applications in public relations and the tasks that can be fulfilled by using these applications along with the effects, limits and difficulties arising from the use of artificial intelligence applications and to identify the potential usage areas of artificial intelligence in public relations. For this purpose, a total of 18 in-depth interviews were conducted within the scope of multiple case studies, including 13 public relations agencies and 5 institutions (units), and these interviews were supported by document analysis. Descriptive analysis and content analysis methods were used to analyze the data obtained from the interviews. The data were analyzed through the MAXQDA Analytics Pro 2020, which an analysis program used for qualitative and mixed methods within the framework of the determined codes and themes. In the study, it has been concluded that artificial intelligence applications are used in performing routine tasks, social media monitoring, media monitoring and distribution, competitor and stakeholder analysis, content creation and improvement, trend tracking, campaign management, influencer and journalist selection, storytelling, crisis prediction and follow-up, reputation control and protection, measurement and reporting processes. However, during these processes, tasks are not fulfilled entirely by artificial intelligence or artificial intelligence do not fulfill the tasks by itself, but under the control of and the guidance of public relations practitioners. In this sense, artificial intelligence applications are tools that support certain stages of tasks rather than extensive public relations processes. However, it has also been concluded that the contributions of artificial intelligence applications to public relations are related to the way tasks are performed within the framework of automation, speed and accuracy. Moreover, artificial intelligence applications provide significant gains to institutions and agencies in accelerating, facilitating and improving business processes.
With the continuity of technological developments and the penetration of new technologies into all areas of human life, the amount of data has been increasing faster than ever before.The fact that people produce data even while fulfilling their daily habits necessitates that the capacity of computers to process this data needs to be developed a little more every day, which leads to an unprecedented change in many sectors. The trigger of this change is artificial intelligence applications, which are at the center of technological developments and have started to affect social-economic life deeply. Today, artificial intelligence applications can affect almost all functions in an institution. Recently, the use of machine learning, chatbot or artificial intelligence supported services, technologies and applications to increase the efficiency of public relations applications has emerged as an important trend in the development of public relations. In this context, it is important to reveal how, in which areas and in which tasks artificial intelligence applications are used in institutions and agencies where public relations activities are carried out. In this thesis, it is aimed to determine the areas of use of artificial intelligence applications in public relations and the tasks that can be fulfilled by using these applications along with the effects, limits and difficulties arising from the use of artificial intelligence applications and to identify the potential usage areas of artificial intelligence in public relations. For this purpose, a total of 18 in-depth interviews were conducted within the scope of multiple case studies, including 13 public relations agencies and 5 institutions (units), and these interviews were supported by document analysis. Descriptive analysis and content analysis methods were used to analyze the data obtained from the interviews. The data were analyzed through the MAXQDA Analytics Pro 2020, which an analysis program used for qualitative and mixed methods within the framework of the determined codes and themes. In the study, it has been concluded that artificial intelligence applications are used in performing routine tasks, social media monitoring, media monitoring and distribution, competitor and stakeholder analysis, content creation and improvement, trend tracking, campaign management, influencer and journalist selection, storytelling, crisis prediction and follow-up, reputation control and protection, measurement and reporting processes. However, during these processes, tasks are not fulfilled entirely by artificial intelligence or artificial intelligence do not fulfill the tasks by itself, but under the control of and the guidance of public relations practitioners. In this sense, artificial intelligence applications are tools that support certain stages of tasks rather than extensive public relations processes. However, it has also been concluded that the contributions of artificial intelligence applications to public relations are related to the way tasks are performed within the framework of automation, speed and accuracy. Moreover, artificial intelligence applications provide significant gains to institutions and agencies in accelerating, facilitating and improving business processes.
Description
Keywords
Halkla İlişkiler, Yapay Zekâ, Halkla İlişkiler ..Aracı, Dijital Dönüşüm. Public Relations, Artificial Intelligence, ..Public Relations Tool, Digital Transformation