Research proposal
Strengths of the Proposal
Clear Research Focus:
The study’s purpose is clearly stated: analyzing the usage of AI in PR practice in Uganda.
Objectives are specific, measurable, and directly related to the purpose.
Comprehensive Background:
Provides a good historical and contextual overview of AI in general and its applications in PR.
Shows an understanding of both global trends and local examples (e.g., UBA’s “Leo” and Ministry of Health’s chatbots).
Well-cited sources provide credibility.
Relevance:
The study is timely and relevant given the increasing role of AI in communication and PR.
It identifies gaps in existing research, noting that most studies focus on ICTs rather than AI as an enabler in PR practice.
Methodology:
Clearly defines research design, population, sample size, and data collection methods.
Primary and secondary data sources are well differentiated.
Use of mixed tools (questionnaires, interviews, observations) strengthens data reliability.
Ethical Considerations:
Mentions voluntary participation, informed consent, and confidentiality, which are key for social research.
Structured References:
Includes up-to-date and relevant references.
Shows engagement with both scholarly and practical sources.
Areas for Improvement
Clarity and Grammar:
Minor grammatical and typographical issues (e.g., “practise” should be “practice”; “practioners” → “practitioners”).
Some sentences are long and could be broken into shorter sentences for readability.
Problem Statement:
Well-explained but could be more concise.
Consider explicitly linking the problem to Uganda’s PR sector for stronger contextual relevance.
Scope Section:
Numbering is inconsistent (e.g., “1.7.1 Geographical scope” should be “1.6.1” if following the previous numbering).
Subject scope could clarify whether only AI tools or also AI strategies are being studied.
Literature Review:
Covers the basics well but could benefit from a structured thematic approach:
History of AI in PR
Current applications of AI in PR globally
Current applications of AI in PR in Uganda
Challenges and opportunities
This structure will help identify knowledge gaps more clearly.
Theoretical Framework:
Only one theory (Medium Theory) is mentioned in detail.
Earlier in the introduction, you said two sets of theories would be discussed: one for PR practice, one for technology. Ensure both are presented and connected to the study.
Methodology:
The research design mentions qualitative research, but a sample of 100 suggests a quantitative component. Clarify whether it is purely qualitative, mixed-method, or quantitative.
Sampling method is not explained; consider specifying purposive, stratified, or random sampling for clarity.
Data analysis plan is missing. Mention how qualitative or quantitative data will be analyzed (e.g., thematic analysis, coding, statistical software).
Work Plan / Timeline:
There is a mismatch between the timeline in the scope (Jan–March 2022) and work plan (Feb–Oct 2021). Ensure dates are consistent.
Budget:
Reasonable but could include additional costs such as software licenses (if using AI tools for analysis) or transcription services for interviews.
Suggestions for Strengthening the Proposal
Refine the title:
Example: “The Internet Does Not Forget: Examining the Role of Artificial Intelligence in Public Relations Practice in Uganda” (slightly more concise and formal).
Include conceptual definitions table:
A table summarizing key terms like AI, machine learning, intelligent user interfaces, etc., could improve clarity.
Add conceptual framework diagram:
Visualize relationships between AI adoption, PR tasks, practitioner knowledge, and outcomes.
Clarify AI tools to study:
Specify if the focus is on chatbots, social listening tools, predictive analytics, content automation, etc.
Revise literature review:
Include a subsection on Challenges of AI in PR (e.g., ethical considerations, bias, misinformation risks).
Include more local studies if available to ground the research in Uganda’s context.
Strengthen research questions:
Ensure they are measurable. For example, Q2 could specify “What is the level of knowledge and competency among PR practitioners at NSSF regarding AI?”
Overall Evaluation
The proposal is well-conceived and relevant, demonstrating strong knowledge of AI and PR. It provides a solid foundation for research but requires minor revisions for clarity, consistency, and methodological precision. With improvements in literature structure, theoretical framework, and methodology, it could be a high-quality research proposal suitable for academic submission.
