How AI induces professional identity threats: A survey study with public relations professionals

Abstract

The transformative force of AI is largely redefining how public relations professionals approach their work, understand their responsibilities, and make sense of the meaning and value associated with being a PR practitioner. While research in other disciplines have increasingly recognized the implications of AI toward professional identities, this topic remains underexplored in the public relations field. Through a quantitative survey (N = 285), we assessed how PR practitioners experience professional identity threats across five dimensions: expertise, status position, autonomy, professional influence, and job responsibility. Our findings highlight that these perceived threats are associated with a combination of factors, including AI use patterns, attitudes and assessment of AI, and influences from leaders and peers. Overall, this study contributes to ongoing conversations about the impact of AI toward the future of public relations through a novel perspective exploring PR professional identities. It also offers practical insights for leaders and organizations on strategies to support PR practitioners in successfully navigating the AI-driven public relations landscape.