Authors:
Sangeeta Tripathi
Addresses:
Department of Mass Communication, University of Technology and Applied Sciences-Salalah, Dhofar, Sultanate of Oman. sangeetakapil.234@gmail.com
Abstract:
This research paper discusses how educational approaches have been shifted from instructor-centred to learner-centred in PR campaign assignments with the help of the moderate use of AI and multimedia tools. An experiment was conducted during the Fall 2023 and Spring 2024 PR Practice course, showing how technological interventions improve student engagement and learning outcomes. Students demonstrated that their creativity and critical thinking have improved by including multimedia presentations, like videos, audio, and interactive components, together with AI tools. The results proved that a balanced integration of resources contributes not only to creating student interest but also to the advanced understanding and application of PR concepts. Students reported being more satisfied and confident in their capacities; this shows that the learner-centred approach serves them well in achieving their educational goals. The study emphasizes how teaching methods should go hand in hand with modern development to stimulate interactivity and a friendly learning atmosphere. This study embraces evidence on how AI and other multimedia tools, when used strategically, will add immense value to the learning experience of these students in preparation for the changing landscape of demands emanating from the PR industry while developing core skills for their future employability.
Keywords: PR Campaign; Class-Tested Assignment; AI and Multimedia; Motivation and Learning Outcomes; Technological Interventions; Artificial Intelligence; Learning Experience; AI-Powered Tools.
Received: 02/04/2024, Revised: 07/06/2024, Accepted: 29/07/2024, Published: 03/09/2024
AVE Trends in Intelligent Social Letters, 2024 Vol. 1 No. 3 , Pages: 157-167