Kuala lumpur: Artificial Intelligence (AI) should be embraced as a supportive tool in public relations (PR) education, but clear guidelines and a structured curriculum are essential to ensure ethical and responsible usage among students.
According to BERNAMA News Agency, Dr Wan Norbani Wan Noordin, Head of the Strategic Communication Centre at the Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM), emphasized that AI is a beneficial ally in the learning environment. However, the extent of its integration must be carefully managed through proper education and policy alignment. “We can’t stop students from using AI, but I think you can help them to use it at the proper avenue. Yes, it is definitely a friend, but how much of a friend are we talking?” she stated during the session titled AI and PR: Friend or Foe? at the Kuala Lumpur International PR Conference (KLIP 7).
The session also included panelists like Associate Prof Dr Nurul’ain Mohd Hasan from Universiti Putra Malaysia (UPM), Boy Kelana Soebroto from Indonesia, Jennifer Muir from Australia, Fiona Cassidy from New Zealand, Ruby Wan from Hong Kong, Nguyen Khoa My from Vietnam, and Mohamed Ali from Singapore.
Wan Norbani pointed out that many students are eager to use AI for idea generation and initial research but expressed concern about their limited ability to verify sources despite being in higher education. She highlighted the absence of a standardised AI or AI-and-PR subject and stressed the need to formally introduce AI into public relations education, noting that digital literacy and ethical values are embedded in most PR subjects.
Nurul’ain shared findings from her classroom study, which showed an 11 percent improvement in students’ understanding of PR concepts after using AI tools. She emphasized that AI does not replace educators but serves as a colleague, research partner, and teaching aid. “We need to expose students to ethical and responsible use of AI. It’s not about full dependence, but thoughtful application,” she remarked, advocating for AI as a valuable tool in PR education.
However, Nurul’ain also highlighted the lack of trained educators in AI-related subjects such as data analytics as a significant challenge. She concluded with a reminder: “You’re using AI? Great. You’re not using AI? Well, good luck. Be responsible, be genuine, stay safe. AI is the future.”
KLIP features international, ASEAN and national keynote speakers, panel discussions, and interactive sessions, providing valuable insights and networking opportunities for attendees. Since its inception in 2019, KLIP has been a pivotal global conference for PR and communication leaders, professionals, and academics from ASEAN and beyond, fostering the exchange of the latest industry insights.