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PRofesi Humas
Published by Universitas Padjadjaran
ISSN : -     EISSN : -     DOI : DOI jurnal: https://doi.org/10.24198/prh
Core Subject : Religion, Humanities, Education, Social,
Religion Humanities Environmental Science Social Sciences Other
PRofesi Humas published by LP3 Fakultas Ilmu Komunikasi, Universitas Padjadjaran. ISSN 2528-6927 (printed), ISSN 2541-3678 (Online). Incorporate with IPRAHUMAS. PRofesi Humas publish selected paper under a Creative Commons Attribution-ShareAlike 4.0 International License. Publishes twice a year. PRofesi Humas provide an open access to public for reading abstract and full papers. PRofesi Humas focused on Public Relations studies. Each edition. PRofesi Humas received manuscripts that had focus on the following issues below with interdisciplinary and multidisciplinary approach. Every article that goes to the chief editorial will be send to section editor through Initial Review processes. Then, the articles will be sent to the peer reviewers to get Double Blind Peer Review Process. Then, the articles will be returned to the authors to revise. These processes take few months. In the each manuscript, peer reviewer will be rated from the substantial and technical aspects. The peer reviews have expertise in Political Public Relations, Public Relations Management, Public Relations Crisis, Public Relations and Publics, Public Relations Audit, Marketing Public Relations, Corporate Social Responsibility (CSR), and Human Relations. They were also experienced in the prestigious journal management and publication that was spread around the national and abroad. Jurnal PRofesi Humas accredited by Kemenristekdikti RI (Sinta 2) based on SK No. 10/E/KPT/2019
Arjuna Subject : Umum - Umum
Articles 147 Documents
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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.
Crisis communication management government public relation of Serang City through digital media Sjuchro, Dian Wardiana; Priana, Ronny Yudhi Septa; Fitriana, Rina; Raji, Mohd Nazri Abdul
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.v11i1.69832

Abstract

Background: The development of digital media accelerates the flow of public information and sometimes facilitates disinformation that affects the public’s image and trust in local governments. It requires their public relations (PR) to be able to manage information, messages, and media to enhance positive images within the community. Purpose: This study aimed to analyze the role of PR in Serang City in managing communication crises in the digital media era; then to reveal the effectiveness of PR communication strategies and uncover the obstacles encountered. Methods: This research employed a qualitative approach with a case study method. Data were obtained through in-depth interviews with PR staff and media officers from eight regional government agencies (OPD). Data were analyzed through reduction, presentation, and conclusion. Results: The PR of Serang City monitored current issues developing in the community, compiled and designed official messages, and utilized social media as the primary communication channel. This strategy was deemed effective in maintaining the stability of public information. Limited human resources and the rapid spread of hoaxes in the digital space were challenges faced, in addition to the lack of coordination and consistency of information within the government. Conclusion: crisis communication management is implemented by local governments using digital media as the main communication medium, but human resource competencies remain limited to improving coordination and designing more systematic communication so that information can be more effective and consistent. Implications: The results of this study are expected to be a reference for local governments to improve human capacity and build an integrated communication system to maintain credibility and public trust.
Evaluative exploration of inclusive public relations practices for students with disabilities Silitonga, Arwinda Audiary; Zahro, Siti Aminatus; Pinariya, Janette Maria
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.v11i1.70797

Abstract

Background: Existing studies on disability inclusion in higher education have primarily focused on learning support, disability services, and educational accessibility, and limited attention has been given to public relations (PR) as a strategic function in inclusive institutional communication. Furthermore, Excellence Theory, the Preparation–Implementation–Impact (PII) Model, and Inclusive Communication have rarely been integrated into evaluate inclusive PR practices. Purpose: This study explores and evaluates inclusive PR practices for students with disabilities in Indonesian higher education and develops an integrated conceptual model. Methods: Guided by a constructivist paradigm, this qualitative multiple-case study involved eight purposely selected informants from a state university (Universitas Negeri Jakarta) and a private university (LSPR Institute of Communication and Business). Both universities were selected because they provide services for students with disabilities while representing different institutional contexts. Data were collected through semi-structured interviews, observations, and document analysis and analyzed using the interactive model of Miles, Huberman, and Saldaña, supported by NVivo. The PII Model served as the evaluative framework, while Excellence Theory and Inclusive Communication guided data interpretation. Results: Inclusive PR practices are shaped through interactions among PR strategic role, communication implementation, institutional support, students’ communication experiences, and continuous evaluation. Although both universities adopted more participatory and accessible communication, accessibility cannot be determined solely by communication channels or disability support services because barriers differ across disability types. Communication evaluation also remained largely informal, limiting the systematic use of students’ experiences in future planning. Conclusion: This study proposes the Ecosystem-Based Inclusive PR Practices Conceptual Model, which reconceptualizes inclusive public relations as a collaborative, adaptive, and experience-driven communication ecosystem. Implications: The proposed model extends Excellence Theory, the PII Model, and Inclusive Communication by positioning evaluation as a continuous organizational learning mechanism and provides practical guidance for strengthening sustainable inclusive communication in higher education.
Effect of marketing public relations strategies on Chocodot sales growth on Shopee Nurhadi, Zikri Fachrul; Sorgania, Nissa Septiani; Sahharon, Hamizah
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.v11i1.70133

Abstract

Background: While Chocodot possesses a strong brand identity as a signature souvenir from Garut, empirical evidence regarding the effectiveness of its Marketing Public Relations (MPR) strategy in driving sales on Shopee remains limited. This study aims to address this gap by analyzing the extent to which Chocodot’s Marketing Public Relations activities influence sales growth on the Shopee platform. Purpose: This study aims to test how much influence public relations marketing strategies have on increasing Chocodot sales on the Shopee platform. Methods: This study used an exploratory quantitative approach, with a sample of 35 Shopee user respondents in Garut selected using a non-probability sampling method. Data were collected using a questionnaire with validity and reliability tests. Results: The results indicate that Chocodot’s marketing public relations strategy, which consists of image building, sales support, and public opinion management, is in the moderate category with an average score of 3.57. Statistical analysis shows that the Marketing Public Relations strategy has a positive and significant influence on increasing sales by 78.3% (R² = 0.783). This study found that the level of customer loyalty for routine purchases can still be improved because consumer shopping habits are still dominated by situational needs. Conclusion: This study concludes that an integrated Marketing Public Relations strategy and consistent service quality are important for building customer loyalty in the digital environment. Implications: For Chocodot management, the results of this study can be the basis for designing more effective communication strategies to increase sales through strengthening publicity, consumer engagement, and maintaining reputation in the market.
Cross cultural public relations and algorithmic transparency in AI-Driven fintech Husada, Safaruddin; Yunus, Ulani; Chaidaroon, Suwichit Sean; Akbar, Nagiza
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.v11i1.69801

Abstract

Background: The rapid adoption of Artificial Intelligence (AI) in the fintech industry has resulted in changes in organizational and management communication models, stakeholder relations, and concerns about algorithm transparency, accountability, and institutional trust. Existing research on AI implementation in fintech has focused largely on technology acceptance and system usability, leaving a gap in understanding transparency as a strategic issue of public relations (PR) in a cross-cultural context. Purpose: This paper aims to examine how cross-cultural PR practices can maintain institutional trust through algorithmic transparency and Explainable Artificial Intelligence (XAI) in the AI-driven fintech industry. Methods: This study employed a cross-cultural qualitative approach, involving 24 participants from Jakarta and Melbourne, consisting of fintech users, PR practitioners, and digital banking professionals. Data were collected through semi-structured interviews and analyzed thematically using Relationship Management Theory (RMT) and the Two-Way Symmetric Communication Model. Results: This study found that participants in Jakarta, representing a culture with a high Power Distance Index (PDI), prioritized institutional openness, accountability, and transparency as key determinants of trust. In contrast, participants in Melbourne endorsed user autonomy, efficiency, and functional performance. This study further demonstrates that XAI functions as a form of digitally-mediated symmetric communication that reduces information asymmetry and strengthens organizational legitimacy across cultural contexts. Conclusions: Algorithmic transparency has evolved beyond a technical feature to become a strategic communication mechanism that shapes institutional legitimacy and public trust in the AI-mediated fintech ecosystem. Implications: Theoretically, this study extends the RMT and the Two-Way Symmetric Communication Model to the context of AI-mediated communication. Practically, fintech organizations must integrate communication ethics and transparency into AI governance to maintain long-term stakeholder trust and organizational legitimacy.
Managing public service communication through cyber public relations in BBSPJI Tekstil Farsya, Refalina Nur; Lukman, Syauqy
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.v11i1.70060

Abstract

Background: The implementation of e-government positions government agency websites as a medium for transparent and credible public service communication. However, previous research has mostly discussed technical aspects and user perceptions, with few studies addressing Cyber Public Relations (CPR) in technical government agencies or industries. Purpose: The research purpose is to evaluate management and information structure of public service communication using the framework of CPR on the BBSPJI Tekstil website. Methods: This research used a qualitative approach with case study design. Data were collected through interviews and observations during independent internships, toward contents and publications on BBSPJI Tekstil websites. Data analysis was performed using descriptive qualitative techniques on information structure, content management processes, and internal coordination mechanisms. Results: The findings revealed that the BBSPJI Tekstil website serves as a medium of public service communication, yet its effectiveness is limited by three factors, which are inconsistent information structures across service pages, irregular content updates that cause data differences with national SIPPN platform, and bureaucratic coordination delays among internal work units. This obstacle limits the website’s strategic role as a tool of CPR in encouraging transparency and public trust. Conclusion: The study concludes that website management in government agencies should be reframed from a technical-administration only task to a strategic CPR function that requires systematic internal communication and governance. Implications: This research contributes to the literature on e-government and Government Public Relations (GPR) by promoting internal communication in CPR practices within government institutions.
E-Reputation in digital public spheres: Discourse network analysis of Indonesian Universities online Dipa, Adzkia Kirana; Puspitasari, Lilis; Tripathi, Sangeeta
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.v11i1.70195

Abstract

Background: E-reputation is increasingly important for the positioning of Indonesian universities in a complex landscape. The complex interplay among universities, media, and other actors in the construction of e-reputation, especially through the lens of actors’ networks and interactions, remains a rather understudied phenomenon. Purpose: The purpose of the research paper is to examine the relational positioning of Indonesia’s ten leading universities as depicted in the online media of 2024, thereby filling a gap in the understanding of the mechanisms of the construction of e-reputation. Methods: 279 online news articles related to top universities in Indonesia, such as Universitas Indonesia, UGM, ITB, etc., were analyzed through the application of Discourse Network Analysis (DNA 3.0.11), and then visualization was carried out through Visone 2.28.1. Network metrics were used to assess each university’s visibility. Result: The results show significant differences in centrality and media attention. Universitas Indonesia, UGM, and ITB are found to be the central institutions that play a crucial role as a hub during significant academic and policy events. On the other hand, other institutions are found to be peripheral. The attention from media sources such as Kompas.com and Republika.co.id centres on controversies surrounding achievements, in which students, alumni, and government actors play significant roles. Conclusion: E-reputation is not only a product of discourse networks among various actors, such as institutions and media, but also of media framing and stakeholder engagement. Implications: From this research, universities must consider how to manage their e-reputation by strategically engaging with media and stakeholders. Similarly, policymakers must consider how to incorporate e-reputation into policy and media literacy for the maintenance of reputation. 

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