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Febriani, Erna
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Journal : Jurnal ASPIKOM

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Shifting roles of public relations professionals in artificial intelligence technology era: Case study of XY PR and digital agency Febriani, Erna; Saputro, Guntur Eko; Dharmawan, Riedho; Chelsie, Shellie Paola
Jurnal ASPIKOM - Jurnal Ilmu Komunikasi Vol 9, No 2 (2024): Jurnal ASPIKOM
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24329/aspikom.v9i2.1585

Abstract

The Artificial Intelligence (AI) technology has changed the way public relations professionals conduct research, build relationships with the public and personalize messages, one of which is at the PR and Digital XY agency. Artificial intelligence is not only a tool but also a technology that drives a shift in the role of Public Relations professionals in the communications industry. This study aims to analyze the shift in the role of public relations professionals in dealing with the development of artificial intelligence technology in the public relations profession. The theory used is technological determinism and the role of public relations. The method used in this study is a case study with data collection techniques in the form of interviews and literature studies. The results of the study show that in the era of artificial intelligence, there has been a shift in the role of public relations professionals from the four conventional PR roles to the role of gatekeepers and validators. PR is required to have digital communication competencies and ethical behavioral principles in using artificial intelligence technology.
Co-Authors Abdurahman . Alfira, Alyannida Andrariladchi, Herdi Cahyaningrum, Dian Erisa Nurmala Chelsie, Shellie Paola Dharmawan, Riedho Diani, Septi Bela Edy Budi Harjono, Edy Budi Erfiningsih, Erfiningsih Fajarina Fajarina, Fajarina Fotriyodi, Rivon Guntur Eko Saputro Handayani, Anita Dwi Harahap, Arifin Saleh Harlinda Syofyan Hendrawan, Belinda Bilqiis HENI OKTAVIA Hong, Thao Ikbal Rachmat Junaidi Junaidi Lisa, Yeslyn Mantika, Mariana Evi Maulana, Robik Nisa, Mahwar Alfan Nugroho, Ayub Aji Nur, Syurya Muhammad Nurhasanah Nurhasanah Nurhayati, Kristina Nurlinda, Bellina Dwi Nurmala Nurmala Oktafiani Oktafiani, Oktafiani Pradisti, Stefhanny Pratiwi, Sanita Prawira, Muhammad Saripudin Rahmadina, Syafira Fitria Ramli, M Ruslan Sanjaya, Makroen Sari, Maria Dinda Susanto, Ratnawati Susanto, Ratnawati Tobing, Lidya Agatha Lumban Widyawati, Windi Wijaya, Sophian Hadi Yolanda, Yona Dwi Yosheila, Yosheila