The study aims to foresee the future of public relations industry in an environment with rapid changes,
most notably artificial intelligence, media creativity and media convergence, by reviewing the research
of the future of public relations 2015-2022, and identifying the most important research trends that were
addressed in the studies, finding, theoretical approaches, cognitive and models adopted. The study
applied meta analysis approach in the scope of the future of public relations.
The researcher presented a future vision for the public relations industry in several dimensions, the most
important of which are the concept, academic aspect, customer relationship management, media relations,
creative content industry, organizational communication, crisis communications, and at the level of legislation
and ethical charters. Quantitative methods, and the interview were the most used tool for data collection in the
sample, and the intentional sample dominated the vast majority of the study population.
Key Words: The future of the public relations industry – artificial intelligence – media creativity – media
convergence – Meta-analysis studies- technological determinism theory- the Unified theory of
acceptance and use of technology (UTAUT).
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