General AI: A Teaching Aid, Not a Threat, in Public Relations Education
Artificial Intelligence (AI) is becoming an essential tool in public relations (PR) education, but its use requires clear guidelines and a structured curriculum to ensure students apply it ethically and responsibly.
Dr Wan Norbani Wan Noordin, Head of the Strategic Communication Centre at Universiti Teknologi MARA (UiTM), highlights that AI should be embraced as a supportive friend in learning environments. However, the extent of its integration must be carefully managed with proper education and aligned policies.
“We can’t stop students from using AI, but we can guide them to use it appropriately. Yes, it is a friend, but how much of a friend depends on how well we manage its use,” she said during the Kuala Lumpur International PR Conference (KLIP 7) panel discussion titled AI & PR: Friend or Foe?
Balancing AI Use with Ethical Education
Many students eagerly use AI tools for idea generation and initial research. Yet, Dr Wan Norbani expressed concern about their limited skills in verifying sources, even at higher education levels. Despite being digital natives, Gen Z and Alpha students still need practical ethical guidance and structured learning to use AI responsibly.
Currently, there is no standardized AI or AI-and-PR subject in the curriculum. Dr Wan Norbani urges formal integration of AI education within public relations studies to address this gap. Digital literacy and ethical values are already part of most PR courses, and students themselves recommend transparency by declaring AI use.
AI as a Colleague and Teaching Aid
Associate Prof Dr Nurul'ain Mohd Hasan from Universiti Putra Malaysia (UPM) shared classroom research showing an 11% improvement in students’ understanding of PR concepts after using AI tools.
She emphasized that AI does not replace educators but acts as a colleague, research partner, and teaching aid. “It’s about exposing students to ethical and responsible AI use — not full dependence, but thoughtful application,” she said.
Dr Nurul'ain also pointed out a significant challenge: the lack of trained educators in AI-related subjects such as data analytics. She concluded with a reminder to students and professionals alike: “You’re using AI? Great. You’re not using AI? Well, good luck. Be responsible, be genuine, stay safe. AI is the future.”
KLIP Conference: A Hub for PR and Communication Leaders
The Kuala Lumpur International PR Conference (KLIP) gathers international, ASEAN, and national speakers for keynote presentations, panel discussions, and interactive sessions. Since its start in 2019, KLIP has been a key event for PR and communication professionals and academics, providing valuable insights and networking opportunities.
- Panelists included experts from Indonesia, Australia, New Zealand, Hong Kong, Vietnam, and Singapore.
- The event’s theme, Curiosity, Creativity, Clarity, reflects the ongoing need to adapt PR education and practice amidst technological changes.
For PR professionals interested in enhancing their AI skills, exploring structured courses can provide practical knowledge and ethical frameworks. Resources like Complete AI Training’s PR-focused courses offer targeted learning paths to apply AI tools effectively while maintaining ethical standards.
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