{"id":40332,"date":"2018-03-21T21:43:55","date_gmt":"2018-03-21T13:43:55","guid":{"rendered":"https:\/\/investpenang.gov.my\/robots-set-to-transform-pr-field\/"},"modified":"2025-11-28T17:14:19","modified_gmt":"2025-11-28T09:14:19","slug":"robots-set-to-transform-pr-field","status":"publish","type":"post","link":"https:\/\/investpenang.gov.my\/zh-hans\/robots-set-to-transform-pr-field\/","title":{"rendered":"Robots set to transform PR field"},"content":{"rendered":"

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” el_class=”sec-inner-banner” css=”.vc_custom_1703741584745{background-image: url(https:\/\/investpenang.gov.my\/wp-content\/uploads\/2023\/12\/contact-banner-bg.jpg?id=20253) !important;}” z_index=””][vc_column][vc_row_inner row_type=”row” type=”grid” text_align=”left” css_animation=”” el_class=”inner-banner-row”][vc_column_inner][vc_column_text]<\/p>\n

Robots set to transform PR field<\/h1>\n

[\/vc_column_text][vc_separator type=”normal” el_class=”red-separator” color=”#ee4023″ transparency=”1″ thickness=”2″ up=”15″ down=”15″][vc_column_text css=”” el_class=”white-text”]<\/p>\n

21 March 2018<\/p>\n

[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1703764846254{background-color: #f3f5f8 !important;}” z_index=””][vc_column el_class=”fade-in animate”][vc_empty_space height=”120px” el_class=”height-x120″][vc_row_inner row_type=”row” type=”grid” text_align=”left” css_animation=””][vc_column_inner][vc_single_image image=”29131″ img_size=”full” qode_css_animation=”” el_class=”single-featured-image”][\/vc_column_inner][\/vc_row_inner][vc_empty_space height=”60px” el_class=”height-x60″][vc_row_inner row_type=”row” type=”grid” text_align=”left” css_animation=”” el_class=”content-row”][vc_column_inner][vc_column_text]ROBOTS have entered the field of public relations (PR).<\/p>\n

They are artificial intelligence programmes that do data mining, work processes and research.<\/p>\n

\u201cWhen processes and procedures are all automated for you, the future of the industry will be drastically changed from what we are accustomed to,\u201d said Prof Dr Anne Gregory from the University of Huddersfield, Britain.<\/p>\n

She was delivering her keynote address at KDU Penang University College at the recent Artistic Resources Transformative Space (ARTS) Forum on the campus in Anson Road, Penang.<\/p>\n

Her address, titled \u2018The Robots are Coming\u2019, highlighted new challenges that students, PR professionals, media practitioners and lecturers will encounter in the PR field.<\/p>\n

She said PR robots had begun to replace humans in many ways, from staying in touch with customers and the public to back-end work such as proofreading documents and even preparing facts for press releases.<\/p>\n

But she said the creative processes needed for developing PR campaigns were still the sole domain of humans.<\/p>\n

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\u201cWhile it is important to learn new concepts such as big data, traditional basic skills such as writing will still be highly prized,\u201d she said.<\/strong><\/em><\/h4>\n<\/blockquote>\n

She advised students not to worry and move forward to embrace the challenges.<\/p>\n

The ARTS Forum was organised by a team of six second-year undergraduates as part of their course project to earn their Bachelor of Public Relations degrees.<\/p>\n

The forum comprised workshops conducted by journalism, film, advertising and digital marketing experts including Leo Burnett Malaysia creative group head Jovian Lee, social media specialist Hisham Saleh, film director Hassan Muthalib and digital journalist Kuek Ser Kuang Keng.<\/p>\n

KDU vice-chancellor Dr Chong Beng Keok said knowledge of social sciences, technology and IT were necessary for PR undergraduates.<\/p>\n

\u201cThat\u2019s why we have adjusted our syllabus and curriculum to adapt to this change.\u201d<\/p>\n

Dr Chong added that the university college had installed high grade infrastructure and would emphasise technology values in marketing and finance courses in their future Batu Kawan campus.<\/p>\n

KDU Penang is building a 10-acre flagship campus in Batu Kawan, large enough for a student body of more than 5,000.<\/p>\n

The campus is set to be ready this year.<\/p>\n

Source:\u00a0The Star<\/a><\/p>\n

Photo source: The Star[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_empty_space height=”120px” el_class=”height-x120″][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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March \u201818<\/p>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"author":2,"featured_media":29131,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[316],"tags":[],"news_year":[272],"news_month":[221],"local_insights_alphabet":[],"acf":[],"_links":{"self":[{"href":"https:\/\/investpenang.gov.my\/zh-hans\/wp-json\/wp\/v2\/posts\/40332"}],"collection":[{"href":"https:\/\/investpenang.gov.my\/zh-hans\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/investpenang.gov.my\/zh-hans\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/investpenang.gov.my\/zh-hans\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/investpenang.gov.my\/zh-hans\/wp-json\/wp\/v2\/comments?post=40332"}],"version-history":[{"count":2,"href":"https:\/\/investpenang.gov.my\/zh-hans\/wp-json\/wp\/v2\/posts\/40332\/revisions"}],"predecessor-version":[{"id":40334,"href":"https:\/\/investpenang.gov.my\/zh-hans\/wp-json\/wp\/v2\/posts\/40332\/revisions\/40334"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/investpenang.gov.my\/zh-hans\/wp-json\/wp\/v2\/media\/29131"}],"wp:attachment":[{"href":"https:\/\/investpenang.gov.my\/zh-hans\/wp-json\/wp\/v2\/media?parent=40332"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/investpenang.gov.my\/zh-hans\/wp-json\/wp\/v2\/categories?post=40332"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/investpenang.gov.my\/zh-hans\/wp-json\/wp\/v2\/tags?post=40332"},{"taxonomy":"news_year","embeddable":true,"href":"https:\/\/investpenang.gov.my\/zh-hans\/wp-json\/wp\/v2\/news_year?post=40332"},{"taxonomy":"news_month","embeddable":true,"href":"https:\/\/investpenang.gov.my\/zh-hans\/wp-json\/wp\/v2\/news_month?post=40332"},{"taxonomy":"local_insights_alphabet","embeddable":true,"href":"https:\/\/investpenang.gov.my\/zh-hans\/wp-json\/wp\/v2\/local_insights_alphabet?post=40332"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}