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This study explores the extent to which public relations (PR) departments within Iraqi governmental institutions are integrating artificial intelligence (AI) applications into their communication activities. The research addresses the growing importance of AI in enhancing administrative efficiency, communication transparency, and stakeholder engagement. Adopting a descriptive research design, the study relied on an electronic questionnaire distributed to PR professionals across various ministries and government bodies, collecting 100 valid responses. The findings reveal that while younger PR practitioners are actively embracing AI, older employees show limited engagement. Most participants acquired AI-related skills through self-learning, highlighting a gap in institutional training support. ChatGPT and WhatsApp emerged as the most widely used applications, primarily supporting information gathering, news writing, and communication management tasks. Although many participants reported improved efficiency through AI use, significant concerns remain regarding the verification of AI-generated information, with a notable portion of respondents neglecting critical evaluation processes. These results underscore the need for structured AI training programs, the development of verification protocols, and institutional strategies aimed at fostering ethical and effective AI usage in public sector communication. The study contributes to the understanding of digital transformation in governmental PR and provides recommendations for future capacity-building initiatives to enhance AI adoption and trust in public communication.

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The Extent to Which Public Relations Departments in Government Institutions Use Artificial Intelligence Applications in Their Communication Activities: A Field Study

  • 会议论文

  • 发表日期：

    2025年

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  • Raya Qahtan Ahmed,
  • Huda Adil Taha

摘要

This study explores the extent to which public relations (PR) departments within Iraqi governmental institutions are integrating artificial intelligence (AI) applications into their communication activities. The research addresses the growing importance of AI in enhancing administrative efficiency, communication transparency, and stakeholder engagement. Adopting a descriptive research design, the study relied on an electronic questionnaire distributed to PR professionals across various ministries and government bodies, collecting 100 valid responses. The findings reveal that while younger PR practitioners are actively embracing AI, older employees show limited engagement. Most participants acquired AI-related skills through self-learning, highlighting a gap in institutional training support. ChatGPT and WhatsApp emerged as the most widely used applications, primarily supporting information gathering, news writing, and communication management tasks. Although many participants reported improved efficiency through AI use, significant concerns remain regarding the verification of AI-generated information, with a notable portion of respondents neglecting critical evaluation processes. These results underscore the need for structured AI training programs, the development of verification protocols, and institutional strategies aimed at fostering ethical and effective AI usage in public sector communication. The study contributes to the understanding of digital transformation in governmental PR and provides recommendations for future capacity-building initiatives to enhance AI adoption and trust in public communication.