This spring 2025, public relations professor Khairul Islam is set to launch a new course titled “Generative AI in Public Relations.” This course aims to bridge a critical skills gap in the industry, equipping students with the knowledge and tools necessary for the evolving landscape of AI-driven public relations practices, he said.
Islam received a curriculum innovation grant from SUNY Oswego in 2024 to support the development of this new course. The course aims to prepare students for the evolving landscape of AI-driven public relations practices. The curriculum features an impressive roster of guest speakers, including Lahne Mattas-Curry, communications director of the U.S. Environmental Protection Agency, and Jill Wurm, associate director of marketing and communications at Wayne State University. Academic experts Zahedur Arman from Framingham State University, who specializes in deep-fake and misinformation; associate professor Jason Zenor from SUNY Oswego, an expert in copyright and legal issues surrounding emerging media; and Mohammad Ali, who expertise in the areas of computational journalism and artificial intelligence.
Recent industry surveys highlight the urgency of such course, Islam noted: While 80 percent of communication leaders consider AI crucial for the future of public relations, only 16 percent of PR professionals report proficiency in using AI tools in their daily work. The course covers essential aspects of GenAI in public relations, including campaign planning, audience analysis, media relations, message construction and crisis management. Students will receive hands-on training with AI-generated PR content while learning to navigate ethical considerations.
Islam has structured the course around four key objectives: introducing GenAI tools and techniques with historical context, exploring AI’s roles in public relations, applying GenAI for creating PR materials and decision-making and addressing ethical challenges in the field. The program represents a significant step forward in preparing the next generation of PR professionals for an AI-integrated industry while emphasizing responsible and ethical implementation of these powerful tools, he said.
-- Submitted by the Department of Communication Studies