ПР стратегии при внедряване на изкуствен интелект в обществените медии: управление на доверие и репутация в дигиталната ера
PR Strategies in the Implementation of Artificial Intelligence in Public Service Media: Managing Trust and Reputation in the Digital Era

Author(s): Diana Kostova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: public relations; artificial intelligence; trust; reputation; strategic communication; digital transformation; media transparency; institutional legitimacy; communication strategies
Summary/Abstract: This paper explores the role of public relations as a strategic management function in the implementation of artificial intelligence in public service media. The analysis is situated within the broader context of digital media transformation, where algorithmic technologies reshape editorial processes, audience communication, and the mechanisms for building institutional trust. The study outlines the theoretical foundations of public relations in the digital era, the main applications of AI in the media industry, and the key communication risks related to transparency, editorial responsibility, and public legitimacy. Through a review of European practices from BBC, Yle, ARD, Deutsche Welle, and the European Broadcasting Union, the paper argues that the successful implementation of AI in public service media depends not only on technological solutions, but also on clear communication policies, ethical frameworks, and sustainable dialogue with audiences.

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