THE CHALLENGES OF INDONESIAN PUBLIC RELATIONS PROFESSIONALS IN THE DIGITAL TECHNOLOGY AND ARTIFICIAL INTELLIGENT ERA

Abstract

The development of digital technology in communication and information is no longer unavoidable in the field of public relations. Public relations no longer sees big data and artificial intelligence as unfamiliar and intimidating entities. Public relations professionals must possess a comprehensive understanding of digital technologies, including big data and artificial intelligence, in order to effectively manage and navigate the technical and management aspects of their field. However, it is crucial for public relations to acknowledge the potential adverse consequences that may arise from the use of big data and AI. Indonesian PR practitioners currently lack the necessary skills and expertise in dealing with big data and AI. To address this gap, it is crucial to expedite the development of knowledge in the field of digital public relations and foster collaborations with various stakeholders. These efforts are essential for preparing future professionals in the field of public relations in Indonesia.