SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
HIR6204	Artificial Intelligence in Public Relations and Advertising	2	Spring	3	0	3	6

Course Type :	Compulsory
Cycle:	Bachelor      TQF-HE:6. Master`s Degree      QF-EHEA:First Cycle      EQF-LLL:6. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi ANIL SAYAN
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi ANIL SAYAN
Dersin Kategorisi:	Programme Specific

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

The objective of this course is to equip students with a comprehensive understanding of the transformative role of artificial intelligence in public relations and strategic communication from conceptual, strategic, and practical perspectives. Beginning with core AI foundations, the course explores how AI-driven approaches can be designed and applied across key PR functions such as media relations, content creation, crisis communication, stakeholder engagement, and communication measurement. Students develop both theoretical knowledge and applied skills in data-driven communication, automation, sentiment and trend analysis, personalization, and synthetic content generation. The course also fosters a critical perspective on ethics, transparency, trust, privacy, and the management of AI-related risks in communication practice. By the end of the course, students are expected to be capable of using AI responsibly, effectively, and innovatively to support strategic communication objectives, while adapting to evolving professional competencies and the changing landscape of the public relations profession.

Course Content:

Course Specific Rules

Audio recording of lectures is strictly prohibited. Any student found attempting to record will receive an automatic failing grade for the course. Additionally, admittance to the class is not permitted after the first 15 minutes.

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:

Knowledge (Described as Theoritical and/or Factual Knowledge.)

Skills (Describe as Cognitive and/or Practical Skills.)

1) Explain core AI concepts (e.g., ML, NLP, generative AI) in a PR context and evaluate how they can be integrated into PR workflows.

2) Design AI-enabled strategies for media relations, content planning/creation, and stakeholder communication, establishing human-in-the-loop processes for quality and consistency

3) Use social listening, sentiment/trend analysis, and measurement data to generate communication insights and translate findings into strategic recommendations.

Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

1) Develop AI-supported early warning, scenario planning, and rapid response drafts for crisis communication, analyzing risks and potential reputation impacts.

2) Create principles, policies, and checklists for responsible AI use, addressing ethics, transparency, privacy, bias, and IP/copyright considerations.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Introduction
2)	AI Literacy for Strategic Communicators
3)	AI & Public Relations: Opportunities, Questions, and Concerns
4)	AI and Strategic Communication
5)	AI Strategies & Toolkits for PR Practitioners
6)	AI in PR: Roles, Impact Areas, and Implications
7)	AI-Powered Enhancements in Media Relations
8)	Midterm Week
9)	Synthetic Personas: Virtual Spokespeople and Brand Personas
10)	Collaborating with AI: The Next Frontier of Crisis Communication
11)	AI for Marketing & PR: An Integrated Growth Approach
12)	Emotion, Trust, and Persuasion in AI-Mediated Communication
13)	AI & Stakeholder Engagement: Promises, Pitfalls, and a Path Forward
14)	Responsible AI & Ethics: Risk Identification and Mitigation

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks:

Scott, D. M. (2024). The new rules of marketing & PR: How to use content marketing, AI, social media, podcasting, video, and newsjacking to reach buyers directly. John Wiley & Sons. Pompper, D., Place, K. R., & Weaver, C. K. (Eds.). (2022). The Routledge companion to public relations. Taylor & Francis. Moore, S., & Hübscher, R. (2021). Strategic communication and AI: Public relations with intelligent user interfaces. Routledge. Cheng, Y., & Verčič, D. (Eds.). (2025). AI and Strategic Communication. Sutherland, D. K. (2025). Artificial Intelligence for Strategic Communication. Palgrave Macmillan. Luttrell, R., & Wallace, A. A. (Eds.). (2025). Public Relations and the Rise of AI. Taylor & Francis. Lipschultz, J. H., Freberg, K., & Luttrell, R. (Eds.). (2022). The Emerald handbook of computer-mediated communication and social media. Emerald Publishing Limited.

References:

DERS ÖĞRENME ÇIKTILARI - PROGRAM ÖĞRENME ÇIKTILARI İLİŞKİSİ

Contribution of The Course Unit To The Programme Learning Outcomes

Ders Öğrenme Çıktıları (DÖÇ)	1	2	3	4	5
Program Öğrenme Çıktıları (PÖÇ)
1) Can explain the fundamental concepts, theories, and models of public relations and advertising.
2) Can define ethical rules, legal regulations, and professional standards in the field of public relations, communication and advertising.
3) Can analyze the social, cultural, economic, and political contexts of public relations, media and advertising.
4) Can develop public relations and advertising campaigns through target audience analysis.
5) Can create innovative communication solutions using traditional and digital media tools.
6) Can evaluate public relations and advertising strategies by conducting effectiveness analysis.
7) Can take responsibility in public relations and advertising projects both individually and in team settings.
8) Can utilize leadership and decision-making skills when determining public relations and advertising strategies.
9) Can follow new trends and technological developments in public relations and advertising.
10) Can generate knowledge in the field of public relations and advertising by using research and analytical skills.
11) Can act in accordance with ethical and social responsibility principles in public relations and advertising.
12) Can plan and implement crisis management, reputation management, and brand management processes.
13) Can establish effective verbal and written communication in public relations and advertising processes.
14) Can develop professional relationships in multicultural and global communication contexts.
15) Can develop digital strategies in public relations and advertising using new media tools.

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Can explain the fundamental concepts, theories, and models of public relations and advertising.
2)	Can define ethical rules, legal regulations, and professional standards in the field of public relations, communication and advertising.
3)	Can analyze the social, cultural, economic, and political contexts of public relations, media and advertising.
4)	Can develop public relations and advertising campaigns through target audience analysis.
5)	Can create innovative communication solutions using traditional and digital media tools.
6)	Can evaluate public relations and advertising strategies by conducting effectiveness analysis.
7)	Can take responsibility in public relations and advertising projects both individually and in team settings.
8)	Can utilize leadership and decision-making skills when determining public relations and advertising strategies.
9)	Can follow new trends and technological developments in public relations and advertising.
10)	Can generate knowledge in the field of public relations and advertising by using research and analytical skills.
11)	Can act in accordance with ethical and social responsibility principles in public relations and advertising.
12)	Can plan and implement crisis management, reputation management, and brand management processes.
13)	Can establish effective verbal and written communication in public relations and advertising processes.
14)	Can develop professional relationships in multicultural and global communication contexts.
15)	Can develop digital strategies in public relations and advertising using new media tools.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Case Study
Reading
Homework
Brain Storming
Questions Answers
Active Participation in Class

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Final Exam
Quiz
Active Participation in Class

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Quizzes	2	% 15.00
Midterms	1	% 35.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	3	15	45
Presentations / Seminar	0	0	0
Project	0	0	0
Homework Assignments	0	0	0
Total Workload of Teaching & Learning Activities	-	-	87
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	2	8	16
Midterms	1	25	25
Semester Final Exam	1	35	35
Total Workload of Assesment & Evaluation Activities	-	-	76
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			163
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6