McMaster University MCM - Capstone Research Presentation - Rob Trewartha, MCM

Описание: Supervisor: Dr. Terry Flynn
Second Reader: Dr. Alex Alex Sévigny
Chair: Professor Mark John Stewart

Abstract: Artificial intelligence (AI) is rapidly reshaping organizational structures, decision-making processes, and communication practices across all sectors, including in municipal governments. Despite this transformation, government public relations (GPR), particularly at the local level in Canada, remains an understudied field. This capstone investigates how Canadian municipalities are adopting AI and examines the role municipal communications professionals play in guiding, implementing, and ethically stewarding this emerging technology. Using a deductive, mixed methods approach combining a comprehensive literature review, an anonymous national survey of 199 municipal communicators, and 27 semi-structured interviews with communications leaders from cities over 100,000 population, the study evaluates the applicability of Grunig’s Excellence Theory within the Canadian municipal context. Findings demonstrate that while AI adoption is accelerating, the process is fragmented, often led by IT divisions, and rarely accompanied by formalized policies or ethical frameworks. Communications professionals increasingly use AI tools for content creation and efficiency, but face barriers including limited training, privacy concerns, organizational resistance, and unclear governance. Although municipal GPR practitioners express strong ethical awareness and a desire for strategic involvement, structural constraints and political dynamics limit their influence. The study concludes that an adapted “excellence plus” model is needed to reflect the unique responsibilities, pressures, and ethical stewardship required of GPR professionals in an AI enabled municipal environment.

Keywords: Artificial Intelligence, AI, Canadian municipalities, government public relations, GPR, excellence theory, excellence plus