Kompetensi Baru Public Relations (PR) Pada Era Artificial Intelligence

Abstract

Teknologi artificial intelligence akan merevolusi semua industri, tidak hanya akan terjadi pada perusahaan besar. Tidak ada yang kebal dari disrupsi teknologi AI. Dari keuangan sampai pertanian, kesehatan dan pendidikan, public relations (PR) dan jurnalisme juga akan terkena dampaknya. Bagaimana artificial intelligence merevolusi pekerjaan PR, dan seberapa cepat perubahan ini terjadi? Saat ini kajian mengenai artificial intelligene yang berpengaruh bagi pekerjaan PR dan jurnalisme masih terbatas. Proses pengumpulan data dimulai sejak April hingga November 2018, dengan metode utama survei online diikuti oleh 220 responden dalam waktu 48 jam. Survei didistribusikan kepada praktisi PR di Indonesia. Selain itu, wawancara semi-terstruktur dilakukan dengan 10 responden. Berdasarkan penelitian, pekerjaan PR apa saja yang dapat tergantikan oleh teknologi big data dan AI antara lain : kliping berita sebanyak 45%; menganalisis berita di media sebesar 45%; hubungan media dan pemangku kepentingan sebesar 37%; manajemen konten media sosial sebesar 34%; mendistribusikan rilis sebesar 33%; Foto dan video 24%; pekerjaan yang kemungkinan kecil untuk digantikan oleh mesin adalah presentasi atau face to face communication (18%). Sebagai kesimpulan bahwa manusia masih diperlukan pada tingkat yang lebih strategis dari aktivitas PR, seperti menganalisis data lebih lanjut hasil media monitoring, yang sifatnya prediksi dan preventif atau preskriptif. Riset juga menghasilkan kompetensi baru public relations antara lain : kompetensi untuk data analysis, social media management, influencer dan content creator. Penelitian ini baru karena topik tentang Artificial intelligence dalam Public Relations, berdasarkan kajian praktisi di Indonesia, belum pernah dibahas sebelumnya. Riset Ini memiliki potensi untuk memiliki dampak yang cukup besar bagi profesi PR, serta dampak yang lebih luas pada penerapan manajemen komunikasi dan teknologi informasi bagi profesi PR.

The Public Relations Acceptance Towards Press Release Application with Artificial Intelligence

“…Public relations practitioners should be aware that much of their work is aided by this technology and must be able to adapt quickly. This is in line with the results of a research by Arief & Saputra (2019) New Competencies of Public Relations (PR) in the Era of Artificial Intelligence. It shows that jobs that can be replaced by big data technology and artificial intelligence include news clippings (45%); analyzing news in the media (45%); media and stakeholder relations (37%); social media content management (34%); release distribution (33%); photos and videos (24%).…”

“…The industrial revolution also had an impact on the PR profession, so that it could no longer carry out PR activities and programs as usual. In line with the industrial revolution, there has been an evolution in the role, function, and task of PR, as following (Arief & Saputra, 2019):…”

Instagram Biodigitroops in Promoting Bio Farma

“…Compared to celebrities or well-known artists, influencers can come from ordinary people, so they are often considered more "authentic" and more "organic". By living a normal life, not as a celebrity or established artist, makes them more natural and get the attention of the audience [8]. Bio Farma's Corporate Communication Department acts as the command center for Biodigitroops.…”

“…Nanoinfleuncers have 6 times of infleuncer engagements because their followers are real and not because of additional fake followers and machines / bots. Those who are closest are more influential in nature of purchasing decisions [8].…”

“…Internal influencers aim to: 1) Empower the millennial generation who are majority in the company to play a constructive and productive role for the benefit of the company, 2) Empower and increase the role of selected employees as internal influencers and effective advocacy. 3) Increase employee engagement with the company by involving non-Public Relations employees, 4) Explore the potential of employees widely in utilizing social media for company development [8]. The expression of employee communication through social media is not only free, but also more sincere and authentic because employees are assets and ambassadors for the company.…”