Analyzing the Impact of Big Data and Artificial Intelligence on the Communications Profession: A Case Study on Public Relations (PR) Practitioners in Indonesia

Abstract

The purpose of this paper is to explore the preparedness of Public Relations (PR) in dealing with the impact of big data and Artificial Intelligence (AI) on the communications profession in Indonesia. The research objective is to determine an understanding of AI that will have an impact on automating and simplifying PR work, to identify the competency of future PR, and to find out big data and AI can replace what kind of PR jobs. This study employed an online survey methodology with a total of 320 PR practitioners and was completed through semi-structured interviews of 10 respondents, both from State-owned enterprises and private companies. The research concludes that there are PR jobs that have been replaced by the tool development of big data and AI, among others were 45% news clippings, 45% news analyses in the media, 37% media relations, 34% content of social media management, 33% release distribution, and 24% photos and videos. This research proposes new competencies that need to be strengthened, specifically in the areas of the content creator, influencer management, social media management, and data analytics. The topic of big data and AI in the communications profession and public relations practitioners in Indonesia has never been discussed before. This has a substantial impact on the management and technology of communications and gives a broader impact on the preparedness of the industry, academia, and society.

The Influence of Robot-Assisted Industry Using Deep Learning on the Economic Growth Rate of Manufacturing Industry in the Era of Artificial Intelligence

“…In addition, AI affects labor employment by creating new industries, products, and tasks, called the boundary extension employment effect. The effect of boundary extension on labor income level is called the income effect of boundary extension [17,18]. Figure 3 illustrates the influence on economic growth due to AI's intelligent penetration effect and boundary extension effect on labor employment and income.…”

Engaging universe 4.0: The case for forming a public relations-strategic intelligence hybrid

“…These authors thus lead us to reflect on the variables of critical and creative thinking, emotional intelligence and human sensitivity as dimensions that cannot be replaced by automatic processes. The consequence, as explored by Arief and Gustomo (2020), is the imperative need for public relations professionals to become aware of the hybrid nature of universe 4.0, in which human potential can be maximised by technology, while bearing in mind that technologies are created themselves by human beings. These informational challenges arise in the midst of the era of artificial intelligence and cognitive technologies that Davenport (2018) coins under the term Analytics 4.0.…”

“…According to Arcos (2016: 264), this function is essential today for public relations, as it allows addressing the need to offer a "thoughtful organizational response to changing conditions and to address challenges from the environment or from stakeholders" in the technological context. In this sense, works like those of Arief and Gustomo (2020) or Panda, Upadhyay, and Khandelwal, 2019: 14) go one step further by analysing the impact of artificial intelligence on the public relations industry, noting that "some of the grey areas in the application and adoption of AI and the PR industry are yet to be uncovered".…”

“…To finish, this work sought to contribute to our understanding of the new function of public relations as a form of corporate conscience in a technological context, shaped towards maximising human potential in the face of technological determinism. For this reason, as stated by Arief and Gustomo (2020), it is imperative that public relations professionals become aware of the hybrid nature of universe 4.0, in which human potential can be maximised by technology, while bearing in mind that technologies are created themselves by human beings.…”

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