<![CDATA[This study aims to analyze the dynamics of government public relations transformation toward the Government 4.0 era by mapping strategic challenges and adaptation opportunities. Utilizing a Narrative Literature Review method, this study synthesizes 14 reputable journal articles (Scopus-indexed) published between 2019 and 2025 through a thematic analysis approach. The results indicate a paradigm shift in service delivery, moving from administrative E-Government toward AI E-Government that demands high levels of personalization. Crucial challenges identified reside not in technological infrastructure, but in bureaucratic cultural resistance and the digital literacy competency gaps among public relations personnel. Nevertheless, this era offers significant opportunities to reconstruct public trust by optimizing social media as an instrument for transparency and humanistic citizen engagement. This study concludes that the success of public relations transformation depends on ecosystem collaboration and a functional shift from being mere information disseminators to becoming facilitators of strategic digital interaction.]]>
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