Abstract
The Fifth Industrial Revolution (5IR), defined by hyper-connectivity, artificial intelligence (AI), and human-machine collaboration, profoundly impacts public relations (PR) practices. This study examines the integration of technologies like generative AI, big data analytics, and immersive platforms in strategic communication, highlighting opportunities for enhanced audience targeting, real-time crisis response, and personalized engagement. It also addresses challenges such as ethical issues in AI content creation, data privacy risks, algorithmic biases, and the imperative for PR professionals to upskill. The study is underpinned by the Excellence Theory of PR. Through a qualitative desk review of literature from 2020 to 2025, the study synthesizes key themes, revealing that while 5IR enables ethical leadership and sustainable communication, it demands robust guidelines to mitigate deepfakes and misinformation. Recommendations include mandatory AI disclosure, human oversight in automation, and updated professional codes to ensure PR’s relevance in this era.
Keywords: Public Relations, Fifth industrial era, Prospects, Challenges, Industry 5.0, PR
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