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All Journal REKAYASA AGRICOLA INTEGER: Journal of Information Technology CYCLOTRON Toplama Computing Insight: Journal of Computer Science Journal of Manufacturing in Industrial Engineering & Technology JuTISI (Jurnal Teknik Informatika dan Sistem Informasi)
Iwan Santosa, Iwan
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Physics Public Health Social Sciences Veterinary Other

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Journal : Toplama

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THE STRATEGIC ROLE OF PUBLIC RELATIONS IN THE ERA OF AI AND PR 4.0 Santosa, Iwan
TOPLAMA Vol. 3 No. 2 (2026): TOPLAMA
Publisher : PT Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/tla.v3i2.485

Abstract

Public relations (PR) holds a crucial role in managing the reputation and image of higher education institutions. In the era of Industry 4.0 and Society 5.0, characterized by the dominance of technology, the presence of artificial intelligence (AI) has a significant impact on the realm of PR, giving rise to the term “PR 4.0.” This qualitative systematic literature review examines the role of public relations in higher education institutions in the era of PR 4.0 in terms of the strategic aspects and methods applied by higher education PR practitioners. This study revealed that there’s a disparity in the paradigm and practice of PR management in higher education institutions as a strategic and technical operational function. Indonesian universities have generally implemented cyber PR utilizing new media and corporate communication models that are considered effective. Several institutions have also utilized AI as a supplementary tool in their public relations activities.
Co-Authors Aji, A Makmun Annisa, Rulli Bernard Renaldy Suteja Deddi Duto Hartanto Desyandri Desyandri Dwi Kuswanto Hidayatullah, Ikhtiar Irmawanto, Rudi Issa Dyah Utami, Issa Dyah Manihuruk, Ekamonika Marvin Ade Santoso Permatasari, Ulfi Atika Setia Budi Simanjuntak, Irda Rebecca Triuli Novianti, Triuli