AI Not A Threat But A Teaching Aid In PR, Say Academics

Barnama

21 hours ago

KUALA LUMPUR, July 7 (Bernama) -- Artificial Intelligence (AI) should be embraced as a supportive tool in public relations (PR) education, but clear guidelines and a structured curriculum are essential to ensure ethical and responsible usage among students.
Head of the Strategic Communication Centre at the Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM) Dr Wan Norbani Wan Noordin said that while AI is definitely a friend in the learning environment, the extent of its integration must be carefully managed through proper education and policy alignment.
"We can't stop students from using AI, but I think you can help them to use it at the proper avenue. Yes, it is definitely a friend, but how much of a friend are we talking?" she said while speaking as a panelist during the session titled AI & PR: Friend or Foe? held in conjunction with the Kuala Lumpur International PR Conference (KLIP 7), themed "Curiosity, Creativity, Clarity", here today.
Other panelists were Associate Prof Dr Nurul'ain Mohd Hasan, a lecturer at the Faculty of Modern Languages and Communication, Universiti Putra Malaysia (UPM); Boy Kelana Soebroto from Indonesia; Jennifer Muir from Australia; Fiona Cassidy from New Zealand; Ruby Wan from Hong Kong; Nguyen Khoa My from Vietnam; and Mohamed Ali from Singapore.
Wan Norbani said many students are excited to use AI for idea generation and initial research, but she expressed concern over their limited ability to verify sources despite being in higher education.
She added that although Gen Z and Alpha students are digital native, they still need ethical guidance and practical tools, noting the absence of a standardised AI or AI-and-PR subject, and stressing the need to formally introduce AI into public relations education.
Wan Norbani said digital literacy and ethical values are embedded in most PR subjects and noted that students themselves suggested users should be transparent by declaring AI use, highlighting the need for structured education to ensure responsible and mature application.
Meanwhile, Nurul'ain shared that her classroom study showed an 11 per cent improvement in students' understanding of PR concepts after using AI tools, noting that AI does not replace educators but serves as a colleague, research partner, and teaching aid.
"We need to expose students to ethical and responsible use of AI. It's not about full dependence, but thoughtful application," she said, adding that AI should be seen as a valuable tool in PR education, not a threat.