The rapid development of Artificial Intelligence (AI) has transformed media and communication practices worldwide. This study explores the current reality and future prospects of teaching Public Relations (PR) courses in the Sultanate of Oman within the context of the AI revolution. Using Rogers’ Diffusion of Innovations Theory as a framework, the study investigates how PR faculties at the University of Technology and Applied Sciences (UTAS) observe, adopt, and integrate AI tools in their teaching practices. A sample of 25 PR and Mass Communication faculty members participated through an online survey. Findings disclose that although AI integration in PR curricula remains limited, the majority of instructors acknowledge AI’s potential in enhancing PR education, improving learning outcomes, and aligning with Oman Vision 2040’s digital transformation goals. The study concludes with strategic recommendations for embedding AI within PR education in Oman.

Authors:
Tahani Al Shaibi, University of Technology and Applied Sciences, Oman

About the Presenter(s)
TAHANI SALIM MUSA AL SHAIBI, Lecturer in Mass Communication, My interests focus on public relations, digital communication, and entrepreneurship education. My current project examines how artificial intelligence can enhance teaching and learning in c

See this presentation on the full schedule – Sunday Schedule

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