PERAN PRAKTISI HUBUNGAN MASYARAKAT DI TENGAH PERKEMBANGAN KECERDASAN BUATAN
Abstract
The study delves into the adoption of Artificial Intelligence (AI) in the field of public relations (PR) among professionals in Indonesia. This exploration is based on in-depth interviews with 8 individuals and a survey completed by 100 PR practitioners with a minimum of two years of experience. The study results indicate widespread utilization of tools such as ChatGPT, Bard, Grammarly, and Canva for tasks such as research, planning, and content personalization. These AI tools have been instrumental in improving operational efficiency by aiding in information management. Nevertheless, there are apprehensions regarding the potential dissemination of misleading or controversial content due to imperfections in AI-generated material, which could adversely impact an organization's credibility. Consequently, it is imperative to exercise human oversight to validate the accuracy and appropriateness of content produced by AI tools. Furthermore, concerns have been raised about a potential decline in the demand for PR practitioners as these advanced AI tools are adept at generating content that closely resembles human-created material. This presents a challenge for professionals to uphold their relevance within the industry. However, despite these concerns, the prevailing sentiment is that the evolving technological landscape offers opportunities for professional development. By actively engaging in workshops and staying abreast of technological advancements, PR practitioners may effectively harness these tools to enrich their work and stay competitive in their field. Embracing AI presents prospects for skill enhancement and innovative approaches within the PR domain, ensuring practitioners can continue providing value in an ever-changing environment.
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Silviani, I. (2024). Quo vadis Indonesian public relations profession: Dilemma on the rise of AI. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 8(1), 053-063. https://doi.org/10.25139/jsk.v8i1.8056
Wang, Y., Pan, Y., Yan, M., Su, Z., & Luan, T. H. (2023). A survey on ChatGPT: AI–generated contents, challenges, and solutions. IEEE Open Journal of the Computer Society, 4, 280-302. https://doi.org/10.1109/ojcs.2023.3300321
Wright, D., & Hinson, M. D. (2013). An updated examination of social and emerging media use in public relations practice: A longitudinal analysis between 2006 and 2013. Public Relations Journal, 7(3), 1-39.
Wilcox, D. L., Cameron, G. T., Reber, B. H., & Shin, J. (2013). THINK public relations. Pearson Higher Ed.
Baizas, G. (2024, February 27). What can the Philippines learn from how AI was used in Indonesia’s 2024 election? RAPPLER. https://www.rappler.com/technology/features/lessons-philippines-how-generative-ai-was-used-indonesia-election-2024/
Bansal, G., Chamola, V., Hussain, A., Guizani, M., & Niyato, D. (2024). Transforming conversations with AI—A comprehensive study of ChatGPT. Cognitive Computation. https://doi.org/10.1007/s12559-023-10236-2
Billiot, T. (2023). Continuous learning and advancing technologies: A framework for professional development and training in artificial intelligence. Development and Learning in Organizations: An International Journal, 37(3), 28-31. https://doi.org/10.1108/dlo-04-2022-0064
Bellaiche, L., Shahi, R., Turpin, M. H., Ragnhildstveit, A., Sprockett, S., Barr, N., Christensen, A. P., & Seli, P. (2023). Humans vs. AI: Whether and why we prefer human-created compared to AI-created artwork. https://doi.org/10.31234/osf.io/f9upm
Braun, V., & Clarke, V. (2022, February). Conceptual and design thinking for thematic analysis. Qualitative Psychology, 9(1), 3–26. https://doi.org/10.1037/qup0000196
Brinkmann, S., & Kvale, S. (2018). Doing interviews. SAGE.
Bryman, A. (2012). Social research methods. Oxford University Press, USA.
Dobreva, T, (2023). Shedding light on the helpers in the shadows. In A.Adi (Ed.), Artificial intelligence in public relations and communications: cases, reflections, and predictions (pp. 51-58). Quadriga University of Applied Sciences.
Diakopoulos, N. (2016). Accountability in algorithmic decision making. Communications of the ACM, 59(2), 56-62. https://doi.org/10.1145/2844110
Floridi, L., Cowls, J., Beltrametti, M., Chatila, R., Chazerand, P., Dignum, V., Luetge, C., Madelin, R., Pagallo, U., Rossi, F., Schafer, B., Valcke, P., & Vayena, E. (2018). AI4People—An ethical framework for a good AI society: Opportunities, risks, principles, and recommendations. Minds and Machines, 28(4), 689-707. https://doi.org/10.1007/s11023-018-9482-5
Galloway, C., & Swiatek, L. (2018). Public relations and artificial intelligence: It’s not (just) about robots. Public Relations Review, 44(5), 734-740. https://doi.org/10.1016/j.pubrev.2018.10.008
Johnson, R. B., & Onwuegbuzie, A. J. (2004). Mixed methods research: A research paradigm whose time has come. Educational Researcher, 33(7), 14-26. https://doi.org/10.3102/0013189x033007014
Kemp, S. (2024). Digital 2024: Indonesia - DataReportal – global digital insights. DataReportal. https://datareportal.com/reports/digital-2024-indonesia
Kent, M. L., & Taylor, M. (2016). From Homo economicus to homo dialogicus: Rethinking social media use in CSR communication. Public Relations Review, 42(1), 60-67. https://doi.org/10.1016/j.pubrev.2015.11.003
Khurana, D., Koli, A., Khatter, K., & Singh, S. (2022). Natural language processing: State of the art, current trends and challenges. Multimedia Tools and Applications, 82(3), 3713-3744. https://doi.org/10.1007/s11042-022-13428-4
Lukyanenko, R., Maass, W., & Storey, V. C. (2022). Trust in artificial intelligence: From a foundational trust framework to emerging research opportunities. Electronic Markets, 32(4), 1993-2020. https://doi.org/10.1007/s12525-022-00605-4
Macnamara, J., & Gregory, A. (2018). Expanding evaluation to progress strategic communication: Beyond message tracking to open listening. International Journal of Strategic Communication, 12(4), 469-486. https://doi.org/10.1080/1553118x.2018.1450255
Monica, V., & Rosari, R. B. (2020). Penggunaan Media Sosial Pada Mahasiswa Universitas Kristen Petra Surabaya. Scriptura, 9(2), 71-81. https://doi.org/10.9744/scriptura.9.2.71-81
McCorkindale,, T. (2024). Generative AI in Organizations Insights and Strategies from Communication Leaders. Institute of Public Relations. https://instituteforpr.org/ipr-generative-ai-organizations-2024/
Puspitosari, R. (2019). Transformation the role of public relations in 4.0 era. Proceedings of the 1st International Conference on IT, Communication and Technology for Better Life. https://doi.org/10.5220/0008929300570060
Picazo-Vela, S., Fernandez-Haddad, M., & Luna-Reyes, L. F. (2016). Opening the black box: Developing strategies to use social media in government. Government Information Quarterly, 33(4), 693-704. https://doi.org/10.1016/j.giq.2016.08.004
Putra, K. D. (2013). Public relations: Roles, entry requirements and professionalism. Jurnal Ilmu Komunikasi, 6(1). https://doi.org/10.24002/jik.v6i1.206
Reuters Institute. (2018). UK media coverage of artificial intelligence dominated by industry, and industry sources. https://reutersinstitute.politics.ox.ac.uk/news/uk-media-coverage-artificial-intelligence-dominated-industry-and-industry-sources
Rubin, H. J., & Rubin, I. S. (2012). Qualitative interviewing: The art of hearing data. SAGE Publications.
Scire, S. (2023, December 5). Most readers want publishers to label AI-generated articles — but trust outlets less when they do. Nieman Lab. https://www.niemanlab.org/2023/12/most-readers-want-publishers-to-label-ai-generated-articles-but-trust-outlets-less-when-they-do/
Seyfodin, E., & Tabrizi, S. J. (2024). Effects of artificial intelligence on the future of journalism. Canadian Journal of Educational and Social Studies, 4(2). https://doi.org/10.53103/cjess.v4i2.221
Silviani, I. (2024). Quo vadis Indonesian public relations profession: Dilemma on the rise of AI. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 8(1), 053-063. https://doi.org/10.25139/jsk.v8i1.8056
Wang, Y., Pan, Y., Yan, M., Su, Z., & Luan, T. H. (2023). A survey on ChatGPT: AI–generated contents, challenges, and solutions. IEEE Open Journal of the Computer Society, 4, 280-302. https://doi.org/10.1109/ojcs.2023.3300321
Wright, D., & Hinson, M. D. (2013). An updated examination of social and emerging media use in public relations practice: A longitudinal analysis between 2006 and 2013. Public Relations Journal, 7(3), 1-39.
Wilcox, D. L., Cameron, G. T., Reber, B. H., & Shin, J. (2013). THINK public relations. Pearson Higher Ed.
Published
2025-05-09
How to Cite
RAMADHAN, Hamzah.
PERAN PRAKTISI HUBUNGAN MASYARAKAT DI TENGAH PERKEMBANGAN KECERDASAN BUATAN.
Acta Diurna: Jurnal Ilmu Komunikasi, [S.l.], v. 21, n. 1, p. 66-83, may 2025.
ISSN 2620-6676.
Available at: <https://jos.unsoed.ac.id/index.php/acta_diurna/article/view/12801>. Date accessed: 12 apr. 2026.
doi: https://doi.org/10.20884/1.actadiurna.2025.21.1.12801.
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