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All Journal Interaksi : Jurnal Ilmu Komunikasi Komunikator OKARA: Jurnal Bahasa dan Sastra KAREBA : Jurnal Ilmu Komunikasi MediaKom : Jurnal Ilmiah Ilmu Komunikasi JRK (Jurnal Riset Komunikasi) PRofesi Humas Jurnal ASPIKOM Jambura Agribusiness Journal Jurnal Profetik Kajian Jurnalisme Warta Ikatan Sarjana Komunikasi Indonesia Dialektika: Jurnal Ekonomi dan Ilmu Sosial KOLONI Majority Science Journal Oshada Jurnal Pendidikan Progresif
Andi Subhan Amir, Andi Subhan
Ilmu Komunikasi Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Hasanuddin
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Public Health Social Sciences Other

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Journal : profesi humas

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Political public relations in digital health communication: Engagement and trust building Amir, Andi Subhan; Pangkam, Moti
PRofesi Humas Vol 10, No 1 (2025): August 2025
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/prh.v10i1.62600

Abstract

Background: The increasing complexity of health crises in the digital era has heightened the need for effective communication strategies that not only inform but also build trust. Political Public Relations (Political PR) has emerged as a central actor in framing public understanding and shaping behavior in response to government-led health campaigns. Purpose: This study explores how Political PR strategies are utilized in digital health communication to influence public trust and engagement. Methods: Employing a qualitative-comparative method, this research analyzes two case studies—Indonesia and Country X—focusing on the effectiveness, framing, and ethical dimensions of Political PR campaigns. Results: The findings reveal that Political PR strategies that emphasize credibility, transparency, and interactive communication, especially those involving health experts, tend to foster stronger public engagement. Platforms like Instagram and YouTube are more effective than text-heavy media such as Twitter, particularly when messages are framed empathetically and supported by trusted sources. However, ethical challenges such as misinformation, political bias, and the use of non-expert influencers pose risks to public trust. Conclusion: The study highlights the critical need for campaigns to integrate evidence-based messaging, collaborative communication, and ethical standards. Implications: This research contributes to both theoretical and practical understandings of Political PR in health communication by offering insights on strategy development, public trust dynamics, and platform effectiveness. The findings are expected to guide future political communication efforts during public health emergencies in digital contexts.
AI-Driven public relations in health communication: Evidence from India and Indonesia Pangkam, Moti; Amir, Andi Subhan; Nugraha, Aat Ruchiat
PRofesi Humas Vol 11, No 1 (2026): August 2026
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/prh.v11i1.70227

Abstract

Background: The rapid integration of artificial intelligence (AI) into health communication has redefined the way institutions relate to the public; However, existing studies highlight above all the technological and clinical dimensions, leaving a critical gap in understanding AI-driven public relations as a strategic tool that adapts outcomes such as trust and commitment, especially in developing countries. Purpose: This study aims to examine the influence of AI-driven public relations on public trust and engagement in health communication, as well as the mediating role of public trust, using cross-national insights from India and Indonesia. Methods: This study employed a quantitative survey design involving 320 respondents, equally distributed between India and Indonesia. Respondents were selected through purposive sampling based on their experience accessing health-related information through digital platforms involving AI-supported communication features. The pooled cross-national data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results: The results demonstrate that AI-powered public relations significantly enhance public trust and public engagement. Public trust also positively influences engagement and serves as the primary mediating mechanism linking AI-driven communication to engagement outcomes. Conclusion: These results demonstrate that the effectiveness of artificial intelligence in health communication is determined not only by its technological sophistication but also by its ability to promote relationships based on the trust of public engagement. Implications: This research expands on public relations theory, integrating AI into the realm of relational communication, highlighting the sensitive contexts of healthcare institutions working in different sociocultural settings and the importance of trust-oriented AI trust strategies.
Co-Authors Aat Ruchiat Nugraha Abu Jafar Md. Shafiul Alam Bhuiyan Ainun Jariyah Yusuf Ali, Aisyah Alif, Insyirah Salsabila Andi Muhammad Fauzi Ramadhan Andi Wirangga LBM Sungkawawo Candra Aeni Dedi Gunawan Saputra Fatty Faiqah FX. Ari Agung Prastowo Hasrullah, Harullah HERU SUBRATA Husnul Hatima Joohs, Markus Judijanto, Loso Karnay, Sudirman Masita Masita Moehammad Iqbal Sultan Muhammad Akbar Muhammad Nadjib Muhtar, St. Murniati Nosakros Arya, Nosakros Nur Annisa Putri Nazaruddin Nurul Ichsani Pangkam, Moti Sonni, Alem Febri Sudirman Karnay Sultan, M. Iqbal Sultan, Moehammad Iqbal Syamsuddin Aziz Trianasari Triansari Trianasari, Triansari Weraman, Pius Yulia Permatasari, Yulia Yumi Abimulyani Zubairi, Ahmad Zuhrotunida, Zuhrotunida