Artificial Intelligence in Health PR

Gergana Yankov
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Abstract

What is the role of artificial intelligence (AI) in healthcare public relations? How is it reshaping the world of health PR? Is AI a threat to healthcare PR or becoming their indispensable assistant? The purpose of the scientific report is to answer these and other questions regarding the application of artificial intelligence in health public communications. The methods used for the purpose of this report are the analysis and synthesis of data from bibliographic sources, as well as the analysis of the results of conducting a scientific experiment in a digital environment with artificial intelligence of the latest generation. Results. The role of AI in health PR is increasingly tangible and fully imposed in the system of international health care – the chatbot of the WHO in the Viber communication platform is a universal bridge between the Organization and its audiences and provides multi-layered opportunities for awareness on all possible health issues. An identical result is also on Facebook‘s Messenger platform. AI is gradually changing the business environment in every field, including healthcare. AI in the face of ChatGPT is becoming both an assistant to health PRs and a major rival. Discussion. Recent breakthroughs in AI technologies could significantly and permanently transform health PR and how it is implemented. The PR profession is not a disappearing species, as it is associated with a deep thought process, creativity, contacts, and connections with „living” people. These activities are so far beyond the reach of artificial intelligence, yet the best professionals will stand out and remain. The results of the scientific experiment set a direction for striving for an increasingly accurate representation of health PR specialists in their professional field. Conclusion. ChatGPT can compose relevant texts, slogans, even messages that are highly effective when applied in the practice of health PR. In the foreseeable future, this technological innovation will be further refined. Chatbots as part of the idea of communication through AI is an area where the role of PRs is to carefully consider each message and the logical connection between the messages. The following recommendations emerge for future research on the topic: to monitor the technological progress of AI and to find new niches in health PR activities in which AI finds application.
健康公关中的人工智能
人工智能在医疗保健公共关系中的作用是什么?它是如何重塑健康公关世界的?人工智能是对医疗公关的威胁,还是成为他们不可或缺的助手?这份科学报告的目的是回答有关人工智能在卫生公共传播中应用的这些问题和其他问题。本报告使用的方法是分析和综合书目来源的数据,以及分析在数字环境中使用最新一代人工智能进行科学实验的结果。后果人工智能在卫生公共关系中的作用越来越明显,并在国际卫生保健系统中得到充分体现——世界卫生组织在Viber通信平台中的聊天机器人是本组织与其受众之间的通用桥梁,并为了解所有可能的卫生问题提供了多层次的机会。同样的结果也出现在Facebook的Messenger平台上。人工智能正在逐渐改变包括医疗保健在内的各个领域的商业环境。面对ChatGPT,人工智能正在成为健康PR的助手和主要竞争对手。讨论人工智能技术的最新突破可能会显著而永久地改变健康公关及其实施方式。公关职业并不是一个正在消失的物种,因为它与深入的思考过程、创造力、接触以及与“活着”的人的联系有关。这些活动远远超出了人工智能的范围,但最优秀的专业人士将脱颖而出并留下来。科学实验的结果为争取健康公关专家在其专业领域越来越准确的代表性指明了方向。结论ChatGPT可以撰写相关文本、口号,甚至信息,这些文本、口号甚至信息在应用于健康公关实践时非常有效。在可预见的未来,这一技术创新将得到进一步完善。聊天机器人作为通过人工智能进行通信的理念的一部分,PR的作用是仔细考虑每条消息以及消息之间的逻辑连接。以下建议将用于未来对该主题的研究:监测人工智能的技术进步,并在健康公关活动中寻找人工智能应用的新领域。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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