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All Journal Wahana Didaktika Jurnal Keolahragaan International Journal of Artificial Intelligence Research Jurnal ASPIKOM Jurnal Pertahanan : Media Informasi tentang Kajian dan Strategi Pertahanan yang Mengedepankan Identity, Nasionalism dan Integrity JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) JURNAL EDUCATION AND DEVELOPMENT NUSANTARA : Jurnal Ilmu Pengetahuan Sosial JUSPI (Jurnal Sejarah Peradaban Islam) JURNAL GOVERNANSI Journal of Humanities and Social Studies Jurnal Ecoment Global: Kajian Bisnis dan Manajemen JRTI (Jurnal Riset Tindakan Indonesia) International Journal of Economics Development Research (IJEDR) Jurnal Darma Agung Jurnal Syntax Transformation Jurnal Inovasi Penelitian Jurnal Cafetaria Jurnal Kewarganegaraan Jurnal Ilmiah Wahana Pendidikan International Journal on Social Science, Economics and Art Pelita Kota Journal CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia Jurnal Multidisiplin Madani (MUDIMA) East Asian Journal of Multidisciplinary Research (EAJMR) International Journal of Humanities Education and Social Sciences Jurnal Cakrawala Ilmiah Jurnal Studi Ilmu Sosial dan Politik LEBAH QISTINA: Jurnal Multidisiplin Indonesia Aurelia: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Journal of Education Technology Information Social Sciences and Health PPSDP International Journal of Education JSE: Jurnal Sharia Economica El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Innovation in Teaching and Instructional Media Journal of Social Work and Science Education Journal of Ekonomics, Finance, and Management Studies
Guntur Eko Saputro
Universitas Pertahanan Republik Indonesia
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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 Achmad, Irdham Agus Winarna ahmad arifin Albubaroq, Hikmat Zakky Amanda, Brian Anantha Andhikatama Dalimunthe Andreas N, Djoko Anton Iman Santosa Asmara, Johar Ayu Pertiwi Ayu Pertiwi BUDI PRAMONO Cakrawati Sudjoko Chelsie, Shellie Paola Chika Lintang Cunayah, Cucun Danga, Cosmas Manukallo Deni Dadang Ahmad Rajab Deny Pradana Saputro Dharmawan, Riedho Duha, Junindra Edy Sulistyadi F.Harsono, Cecilia Fajri Mulya, Hikmatul Febriani, Erna Feny Avisha Feny Avisha Gabriel Choirul Alman Gazali Salim Gusriandari, Wahyu Haetami, Haetami Haetami, Haetami Hanri Jan Piter Harefa, Faonaso HERLINA TARIGAN Herlina Tarigan Hermanto, Djamarel Hutagalung, Josua Irwanto, Bambang Isnaeniah, Risma Wati Ivan Yulivan Jihan Marha Juliana Juliana Juliana Juliana Juliana Juliana Julianus Pardede, Simon Junindra Duha Kartiningsih, Yuli Khotimah Nur KINARO, MAIJON Leo Sianipar Luhut Simbolon Mahroza, Jonni Mainunah Sambas Mardamsyah, Adam Muhtar Rifai Mujiyanto Mujiyanto Mujiyanto Mujiyanto Mulyani Mulyani Mursidi Mursidi Murtiana , Sri Murtiana, Sri Nadia Indah Rosalina Navalino, R Djoko Andreas Nisa, Rizqa Ulya Fakhrun Nugroho Sasongko Jati, Nugroho Sasongko Nurcahyo Agung Pambudhi Octaviani, Melinda Oktasari, Erita Panji Suwarno Pasaribu, Charles Prakoso, Lukman Yudho Pratama Maesza Prayogi Aprilianto Prihantoro, Kasih Purwanto, Ignatius Eko Djoko Purwantoro, Susilo Adi Putri HS Rheviany Ratih Rachma Kurnia Ratih Rachma Kurnia Ratih Rachma Kurnia Reo Prasetiyo Herpandika, Reo Prasetiyo Rhandu Inzany Ria Anggun Ariani Rianto M.Si.Par Rianto Rianto Rinaldi Rinaldi Rinaldi, M. Risma Wati Isnaeniah Rizqiah, Khairul Royke Deksino, George RR. Ella Evrita Hestiandari Sa'bani, Shaghi Ratu Sahabuddin, Zaenal Abidin Saleh, Basuki Rahmad Sambas, Maimunah Samingan, Muhamad Sani, Firman Santoso, Totok Imam Sarjito, Aris Savira Ayu Arsita Seftiana, Ledy Sianipar, Leo Sianturi, Kristomei Siti Rodiyah, Siti Sri Iswati Sri Murtiana Sri Murtiana Sri Murtiana Sri Sundari Suadnyana, I Nyoman Sudjoko, Cakrawati Suhirwan, Suhirwan Sujana, Ahmad Sundari, Sri Supriyadi, Adang Asep Supriyadi, Asep Adang Susanto Susanto Susilo Adi Purwanto Sutrasna, Yudi Suwarno, Panji Suwito Suwito SUWITO SUWITO Suwito Suwito Syafril, Khairani Syaiful Rachman Syarif Hidayatullah Syarif, Jainuddin T. Edyansyah, T. Edyansyah Thamrin, Suyono Tika Maidasari Toni, Toni Tri Ambodo Ully Ngesti Pratiwi Ulul Azmi ULUL AZMI Wahyu Gusriandari Widjayanto, Joni Wijanarko, Trias Yudhi Chandra Jaya Yudi Satrasna Yulianto Tri Yulingga Nanda Hanief