The Effectiveness of Using Chat bots in Introducing Public Relations Services in Government Institutions

Abstract

The study aimed to describe the effectiveness of employing public relations for chat bots in defining services in government institutions, by knowing the manifestations of public relations practitioners' interest in knowing information about chat bots and employing them in defining services in government institutions, services and areas of use, as well as the benefits achieved and the obstacles they face in this field, reaching their suggestions and their evaluation of the impact of these applications on their professional competence, and the future of public relations in light of chat bots. The study used the descriptive approach, and among the tools, the interview was used, and a questionnaire on the reality of public relations practitioners' use of chat bots in defining services in government institutions. The study sample consisted of (240) employees in the Corporate Communications and Public Relations Department in government institutions. As for the results of the study, it showed great interest from public relations practitioners in government institutions in chat bots and their use in managing corporate communication, as their aspects of use varied between crisis management and meeting the needs of the public. These technologies have contributed to improving the professional efficiency of most of the respondents by enhancing daily performance, speed of accomplishment, planning and decision-making. However, users faced challenges such as the difficulty of robots understanding customer feelings and fear of losing jobs. They suggested linking promotion to their ability to use them and provide training and technical support. Despite the benefits of robots, there are still concerns about the future of the public relations profession in light of this technology.