Media and Communication Research

Media and Communication Research

A Rumor Control Model for Public Relations through an Integration of Soft Response and Machine Learning

Document Type : Original Article

Authors
1 PhD, Communication Science, Allameh Tabataba'i University, Tehran, Iran
2 Professor, Department of Communication Science, Allameh Tabataba'i University, Tehran, Iran
10.22034/mcr.2024.444260.1056
Abstract
The field of public relations continually evolves. Roles, techniques, and strategies are deeply influenced by changes in these environments. With the advent of artificial intelligence (AI) and significant transformations in information and communication tools, there is a pressing need to redefine the concepts and models of public relations. While intelligent tools have made tasks such as crisis management, including rumor control, more efficient and expedient, offering quick access to data and information and expanding the performance field, a critical question arises: Do these changes foster transparency, dialogue, mutual understanding, and effective conflict management? This article seeks to address the question of how public relations can effectively manage rumors through the integration of machine learning models and soft response strategies. The unpredictable nature of communication crises underscores the need for innovative approaches to identify and address rumors using new technologies. Utilizing a soft systems methodology, this study not only explores various dimensions of applying machine learning models in crisis communication management, particularly in combating rumors, but also proposes strategies to enhance existing conditions and drive necessary changes. The findings highlight the imperative for public relations to prioritize expanding interactive communications and implementing soft response strategies. Furthermore, leveraging intelligent tools for social responsibility enables the enhancement of guiding roles and fostering mutual relations. In this context, the emergence and utilization of machine learning algorithms prompt reconfigurations within the field of public relations, facilitating faster crisis response times with the ultimate goal of building trust.
Keywords

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