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All Journal Ganaya: Jurnal Ilmu Sosial dan Humaniora Jurnal Indonesia Sosial Teknologi
Angin, Tabitha Gloria Perangin
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Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Strategi dan Etika di Era Digital pada Pemanfaatan Kecerdasan Buatan dalam Hubungan Masyarakat Angin, Tabitha Gloria Perangin; Mukhlisiana, Lusy
Ganaya : Jurnal Ilmu Sosial dan Humaniora Vol 8 No 3 (2025)
Publisher : Jayapangus Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37329/ganaya.v8i3.3948

Abstract

Rapid technological advances in the 21st century have brought significant changes to various industries, including public relations (PR). One of the key innovations driving this transformation is artificial intelligence (AI). This study aims to comprehensively examine the role of artificial intelligence (AI) in public relations (PR) by highlighting how this technology influences communication strategies, operational efficiency, and the dynamics of interaction between organizations and stakeholders. Using a Systematic Literature Review (SLR) approach, the findings indicate that AI enhances the efficiency of communication strategies through task automation, sentiment analysis, and improved message personalization. However, the implementation of AI presents various challenges, particularly in ethical and legal aspects. Issues such as data privacy, algorithmic bias, and transparency are key concerns that require strict oversight. It is crucial for PR professionals to understand and comply with existing legal frameworks to avoid legal risks, protect organizational reputation, and ensure the sustainability of relationships with stakeholders.
The Use of AI In Digital Transformation Ethics and Public Relations Strategies Angin, Tabitha Gloria Perangin; Mukhlisiana, Lusy
Jurnal Indonesia Sosial Teknologi Vol. 5 No. 11 (2024): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v5i11.7044

Abstract

The use of artificial intelligence (AI) has become a significant trend in various sectors, including in public relations practice. This research aims to examine the ethics and strategies of using artificial intelligence in public relations practice. The research method used in this research is qualitative, which is based on literature review studies; data was collected from the Sinta Journal, Scopus, and Garuda Ristek Dikti databases. The scope and focus of the article search apply explicitly to the topic of ethics and Artificial Intelligence-based strategies using search queries based on the Google Scholar search engine. Supporting data comes from books and other relevant reference sources. The research results highlight the importance of maintaining balance and diversity of data and maintaining its confidentiality by applicable privacy regulations. Strategically, AI can help parse text to accurately identify public sentiment, improve interactions withchatbots and virtual assistants, and use recommendation systems based on browsing history or user interactions. The practical implications of this research emphasize the need for PR practitioners to develop transparent and responsible policies for managing data processed by AI, as well as ensuring its use is in line with organizational communication goals and to improve relations with the public. There are also opportunities for further research into the ethical and strategic implications of the use of AI in PR, as well as the development of more sophisticated methods for applying this technology in organizational communications contexts.
Co-Authors Lusy Mukhlisiana