Call for chapters "Artificial Intelligence and Strategic communication: Practices, Challenges and Discussions"

2025-06-02

Editors: Alda Telles (ICNOVA/NOVAFCSH - Nova University of Lisbon, Portugal), Jesper Falkheimer (Lund University, Sweden), Ivone Ferreira (ICNOVA/ FCSH, Nova University of Lisbon, Portugal), Cristóbal Fernández Muñoz (Complutense University of Madrid, Spain)

While AI itself is not a new concept, the emergence of generative AI has significantly heightened interest in both academic and business environments. Since the widespread release of the generative AI tool ChatGPT in late 2022, AI has been viewed simultaneously as a groundbreaking innovation and a profoundly disruptive force. Practitioners and scholars in Strategic Communications are beginning to explore the multifaceted impact of generative AI—not only on professionals and the industry but also globally on society, which needs to find regulatory solutions and an ethical compass to navigate in an uncharted territory (Almakar, 2023; Buhman and Gregory, 2023).

In this book, the term “Artificial Intelligence” refers to all automated computational forms that support communication professionals in collecting, analyzing and presenting information, classifying data, identifying patterns, generating clues and creating written and audiovisual content (images, audio, video, code). As for “Strategic Communication”, it is understood as the deliberate and purposeful use of communication to achieve specific organizational or social objectives, encompassing various communication disciplines—such as public relations, marketing communication, branding, advertising, and internal communication—into a cohesive approach that aligns messaging with strategic goals (Falkheimer & Heide, 2018, 2022).

The topic is relevant in the hybrid media environment where organizations and communication professionals operate and where generative AI is reshaping businesses, professions, research, and education practices. The issues concerning the intensive use of generative AI in the communication domain call for extensive reflection and research, which is still incipient both at international and national levels. A systematic literature review conducted in 2024 by Feitosa et al. (2024) revealed that the existing body of literature is still in its early stages, particularly regarding empirical investigations that explore practical cases of AI integration in public relations.

 

Objectives of the book

This book aims to examine the various facets of strategic communications, including practice, teaching, and research—that are undergoing significant disruption with the rise of Generative AI. In particular, we propose to map the challenges faced by AI introduction in PR and communication practices such as Reputation and Crisis Management, Internal communication and Employee Engagement. Educational and research perspectives in the issue are also essential in this new cognitive ecosystem, with theoretical and ethical implications.

These topics can be explored through multidisciplinary approaches, combining communication sciences with fields such as computer science, sociology, psychology, and ethics. The aim would be to critically examine the transformative potential of AI in Strategic Communication while addressing its broader societal and cultural impact.

The issue also seeks to provide a comprehensive overview of the various social and geographical realities, and the international team of guest editors will help with this aim.

 

Call for chapters:

In this book, we aim to capture theoretical and empirical reflections on three essential dimensions: the adoption of Generative AI in Communication and Public Relations practices, the challenges it poses, and guidelines to tackle these challenges.

To understand the various dimensions of AI in Communication, one must look at the broader ecosystem beyond algorithms and models. AI utilizes large datasets and advanced algorithms to produce human-like text, offering diverse applications in public relations and communication management. While it may not yet rival human creativity and originality, it can still enhance efficiency and provide a strong starting point for many writing tasks. AI presents numerous opportunities to enhance theoretical frameworks and refine practical approaches. However, it also prompts critical questions about its impact on the profession and raises significant concerns that are likely to intensify as technology continues to evolve rapidly.

Generative AI plays a key role in reputation and crisis management. By facilitating content creation and optimization, it assists organizations on producing SEO-friendly content at scale, supporting corporate digital communications. AI can assist in crafting blog posts, articles, press releases, and social media content, ensuring that a company’s messaging aligns with its desired image. During a crisis, generative AI can aid in crafting key messages, official statements and responses. By quickly analyzing the situation, AI algorithms can generate suitable messaging, coherent storytelling, and adjust to the unfolding events, playing a vital role in preserving public trust and safeguarding reputation under pressure. AI-driven systems can monitor reactions, sentiments, and outcomes. By monitoring and engaging in conversations, brands can address concerns and resolve issues raised by dissatisfied stakeholders, effectively mitigating the risk of negative buzz or backlash. (Panda et al., 2019)

AI also seems to be - as the studies in the area are scarce - a powerful tool in the creative dimension of Strategic Communications. It can turn fragmented ideas and outlines into coherent and persuasive storytelling, press releases, and pitches. It can help professionals in exploring new corporate and brand narratives, with fresh perspectives. But is that really replacing creativity? AI is ‘accused’ of several writing limitations, including recombinant writing, recycled ideas, repetitive subject lines, and monotonous syntax.

AI also can pose interesting challenges to human resources management and internal communications. The expansion of technology in workplaces may accelerate the ‘digital divide’ (Van Djik, 2017). In return, as universal access to GenAI broadens, AI can potentially decrease inequality between employees (and humans in general) based on cultural or educational background (Zytnik and Lequick’s, 2023).

The impact of AI on PR and Strategic Communication has thus sparked polarized views, with the optimistic perspective (smarter and faster work) overshadowed by problematic issues, ranging from copywriting, privacy breaches, to the creation of misinformation. AI also has (for now) some limitations that cannot replace the human touch. It can assist, simplify processes, and provide suggestions, but the intuition, creativity, fact-checking, and deep brand understanding that Strategic Communication experts dominate remain unique and indispensable (Valin, 2018).

From a normative perspective, practitioners should not rule out the responsibility of Strategic Communication and Public Relations in having a critical reflection and even an ideological approach of AI. A critical analysis of the social factors, norms, and principles that shape the use of AI by the various stakeholders is needed. In higher education, scholars advocate for a shift towards an education system that critically examines "social phenomena, processes, actions, and actors," emphasizing the interrogation of tools within broader socio-economic and cultural contexts rather than solely focusing on their practical use (Adi, 2023).

Finally, several research avenues are open. AI offers multiple opportunities for enriching theory and improving approaches to practice, while it raises multiple questions about its impact on the profession, as well as a host of serious concerns that will only continue to grow in step with its rapid development. In communication sciences, AI can be studied in three main dimensions (Vicente, 2025): 1) Communication of AI (the mediated construction of the AI topic, GenAi narratives studies); 2) Communication Through AI (studying the IA interactions in the spheres of media production, distribution and reception; AI’s incorporation in professional and social life); 3) Communication With AI (studying the relations between humans and AI materialization in its embodied (e.g., social robotics) or non-embodied (e.g., chatbots) dimensions.

This book invites scholarly contributions examining the diverse impacts of AI on strategic communication from various perspectives and varied contexts. It accepts original articles, reviews, case studies and comparative studies. Case studies from diverse contexts are strongly encouraged, along with empirically grounded perspectives.

Topics and subtopics of interest include, but are not limited to:

Topics:

  • The Adoption of AI in Strategic Communications
  • The challenges of AI in Strategic Communications

Subtopics:

  • State of the Art: Empirical studies
  • AI and Reputation Management
  • AI and Crisis Management
  • AI in Public Relations: Misinformation and Ethics issues
  • AI and creativity in PR and Marketing Communication
  • AI and Employee Relations
  • AI, Public Discourse, and Social Media
  • The future impact of AI in Strategic Communications and PR education 
  • Lines of Future Research

Important dates (submission / publication)

  • Call for chapters – June 2nd, 2025
  • Abstract submission: July 12th, 2025
  • Notification of acceptance of abstracts: July 30th, 2025
  • Submission of complete chapters: October 5th, 2025
  • Peer review results: December 5th, 2025
  • Submission of the final version of the chapters (after peer review): January 11th, 2026
  • Provisional publication date: March 2026

 

Chapter proposals should be sent in abstract format of up to 500 words, accompanied by a brief biography of the author(s) (up to 150 words) to aicommsebook@fcsh.unl.pt
Proposals must be submitted in English. Abstracts should clearly highlight the theoretical and empirical contribution of the proposed chapter to the topics covered in the book. Submissions will be evaluated by the editors based on relevance, originality, academic rigor and clarity. Selected authors will be invited to submit full chapters, with a limit of 7,000 to 8,000 words, including abstract and references, and these contributions will then be subject to a peer review process.

For more information, please contact the manuscript editors at aicommsebook@fcsh.unl.pt

 

References:

Adi, A. (Eds.) (2023). Artificial Intelligence in Public Relations and Communications: cases, reflections, and predictions. Quadriga University of Applied Sciences. Berlin.

Amalkar, P. (2023). The impact of artificial superintelligence: Blessing or curse. International Journal of Advanced Research in Science, Communication and Technology, 376–379. https://doi.org/10.48175/ijarsct-12462

Buhmann, A., & Gregory, A. (2023). Digital corporate communication and artificial intelligence and future roles. In V. Luoma-aho & M. Badham (Eds.), Handbook of Digital Corporate Communication (pp. 281–296). Edward Elgar.

European Commission: Directorate-General for Education, Youth, Sport and Culture. (2022). Ethical guidelines on the use of artificial intelligence (AI) and data in teaching and learning for educators. Publications Office of the European Union. https://data.europa.eu/doi/10.2766/153756

Falkheimer, J., & Heide, M. (2022). Strategic communication: An Introduction to Theory and Global Practice. Routledge. London. https://doi.org/10.4324/9781003168997

Falkheimer, J., & Heide, M. (2014). From Public Relations to Strategic Communication in Sweden: The Emergence of a Transboundary Field of Knowledge. Nordicom Review, Sciendo, 35(2), 123–138. https://doi.org/10.2478/nor-2014-0019

Feitosa, K., Brasileiro, F., & Silva, L. (2024). The integration of generative Artificial Intelligence in Public Relations practices: a systematic review. Revista Internacional de Relaciones Públicas, 28(14), 149–168. http://dx.doi.org/10.5783

Panda, G., Upadhyay, A.K., & Khandelwal, K. (2019). Artificial Intelligence: A Strategic Disruption in Public Relations.  Journal of Creative Communications, 14, 196–213. https://doi.org/10.1177/0973258619866585

Harvard Business School Publishing (2023). Artificial Intelligence at Work: Enhancing Employee Engagement and Business Success.

Valin, J. (2018). Humans still needed: An analysis of skills and tools in public relations. Discussion paper. London, UK: Chartered Institute of Public Relations.

Van Dijk, J. (2017). Digital Divide: Impact of Access. University of Twente, Netherlands. https://www.utwente.nl/en/bms/vandijk/publications/digital_divide_impact_access.pdf

Vicente, P. (2025). Comunicação da, por, com Inteligência Artificial. COMUNICAÇÃO E INTELIGÊNCIA ARTIFICIAL: Perspetivas Multidisciplinares. UCP Editora.

Zytnik, M., & Lequick’s, M. (2023). Getting colleagues comfortable with AI: A human-centered approach to technology in organizations. In Adi, A. (Eds.), Artificial Intelligence in Public Relations and Communications: cases, reflections, and predictions. Quadriga University of Applied Sciences. Berlin.