Integrating Artificial Intelligence in Public Relations and Media: A Bibliometric Analysis of Emerging Trends and Influences

Abstract

Integrating artificial intelligence (AI) techniques in public relations and media is an emerging interdisciplinary research domain warranting greater attention. This study presents the first bibliometric analysis of recent literature at the nexus of AI, public relations, and media. Publications from 2018-2023 were retrieved from Scopus and analyzed to uncover productivity, impact, collaborations, and topics. Results showed rising annual outputs with over 2000 articles published in 2021, confirming intensifying research activity. Recent publications also demonstrated higher citation impact, indicating their contemporary influence. Prolific authors were predominantly China-based, while the US led overall production. China, Western nations, and India dominated but opportunities exist to improve geographic diversity. Initial activity focused on justifying AI's value, evolving to technical applications for social media analytics, predictive modeling, and content creation. International collaborations centered around Western regions, though China's partnerships increased. This quantitative intelligence provides a benchmark to inform future work in this high-potential domain. Bibliometric monitoring should continue as the discourse progresses. Broader participation from underrepresented stakeholders is needed to responsibly shape AI integration in public relations and media.

Keywords

• Public relations, Media studies, Bibliometric analysis, Artificial intelligence