Authors: Ekaterina Gubina
Abstract: Digital transformation is reshaping public sector communication, particularly within state and intergovernmental press offices that operate under conditions of high accountability, limited resources, and constant public scrutiny. This paper explores how artificial intelligence (AI)–driven technologies can be leveraged to automate public relations workflows, enhance message consistency, and improve responsiveness to media and citizens. Focusing on tools such as natural language processing, automated content generation, media monitoring, sentiment analysis, and workflow orchestration systems, the study examines both the operational benefits and governance challenges of AI adoption. Through analysis of existing practices and emerging use cases, the paper proposes a framework for responsible automation that balances efficiency, transparency, ethical communication, and human oversight. The findings suggest that AI, when strategically implemented, can strengthen institutional credibility, support evidence-based communication, and enable press offices to better manage the growing complexity of public information ecosystems.
DOI: http://doi.org/10.5281/zenodo.18384412
