Shifting roles of public relations professionals in artificial intelligence technology era: Case study of XY PR and digital agency
The Artificial Intelligence (AI) technology has changed the way public relations professionals conduct research, build relationships with the public and personalize messages, one of which is at the PR and Digital XY agency. Artificial intelligence is not only a tool but also a technology that drives...
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| Format: | Article |
| Language: | English |
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Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)
2025-06-01
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| Series: | Jurnal Aspikom |
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| Online Access: | https://jurnalaspikom.org/index.php/aspikom/article/view/1585 |
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| author | Erna Febriani Guntur Eko Saputro Riedho Dharmawan Shellie Paola Chelsie |
| author_facet | Erna Febriani Guntur Eko Saputro Riedho Dharmawan Shellie Paola Chelsie |
| author_sort | Erna Febriani |
| collection | DOAJ |
| description | The Artificial Intelligence (AI) technology has changed the way public relations professionals conduct research, build relationships with the public and personalize messages, one of which is at the PR and Digital XY agency. Artificial intelligence is not only a tool but also a technology that drives a shift in the role of Public Relations professionals in the communications industry. This study aims to analyze how the shift in the role of public relations professionals in dealing with the development of artificial intelligence technology in the public relations profession. The theory used is McLuhan's technological determinism and the role of Dozier and Broom's public relations. The method used in this study is a case study with data collection techniques in the form of interviews and literature studies. The results of the study show that in the era of artificial intelligence, there has been a shift in the role of public relations professionals from the four conventional PR roles to the role of gatekeepers and validators. PR is required to have digital communication competencies and ethical behavioral principles in using artificial intelligence technology. |
| format | Article |
| id | doaj-art-62a938d22fde4bda82e30249bb720efd |
| institution | Kabale University |
| issn | 2087-0442 2548-8309 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM) |
| record_format | Article |
| series | Jurnal Aspikom |
| spelling | doaj-art-62a938d22fde4bda82e30249bb720efd2025-08-20T03:50:17ZengAsosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)Jurnal Aspikom2087-04422548-83092025-06-019233334410.24329/aspikom.v9i2.1585319Shifting roles of public relations professionals in artificial intelligence technology era: Case study of XY PR and digital agencyErna Febriani0Guntur Eko Saputro1Riedho Dharmawan2Shellie Paola Chelsie3Universitas Esa UnggulUniversitas PertahananRUDN UniversityUniversitas Esa UnggulThe Artificial Intelligence (AI) technology has changed the way public relations professionals conduct research, build relationships with the public and personalize messages, one of which is at the PR and Digital XY agency. Artificial intelligence is not only a tool but also a technology that drives a shift in the role of Public Relations professionals in the communications industry. This study aims to analyze how the shift in the role of public relations professionals in dealing with the development of artificial intelligence technology in the public relations profession. The theory used is McLuhan's technological determinism and the role of Dozier and Broom's public relations. The method used in this study is a case study with data collection techniques in the form of interviews and literature studies. The results of the study show that in the era of artificial intelligence, there has been a shift in the role of public relations professionals from the four conventional PR roles to the role of gatekeepers and validators. PR is required to have digital communication competencies and ethical behavioral principles in using artificial intelligence technology.https://jurnalaspikom.org/index.php/aspikom/article/view/1585artificial intelligence, shifting roles, public relations, technological determinism, pr ethics |
| spellingShingle | Erna Febriani Guntur Eko Saputro Riedho Dharmawan Shellie Paola Chelsie Shifting roles of public relations professionals in artificial intelligence technology era: Case study of XY PR and digital agency Jurnal Aspikom artificial intelligence, shifting roles, public relations, technological determinism, pr ethics |
| title | Shifting roles of public relations professionals in artificial intelligence technology era: Case study of XY PR and digital agency |
| title_full | Shifting roles of public relations professionals in artificial intelligence technology era: Case study of XY PR and digital agency |
| title_fullStr | Shifting roles of public relations professionals in artificial intelligence technology era: Case study of XY PR and digital agency |
| title_full_unstemmed | Shifting roles of public relations professionals in artificial intelligence technology era: Case study of XY PR and digital agency |
| title_short | Shifting roles of public relations professionals in artificial intelligence technology era: Case study of XY PR and digital agency |
| title_sort | shifting roles of public relations professionals in artificial intelligence technology era case study of xy pr and digital agency |
| topic | artificial intelligence, shifting roles, public relations, technological determinism, pr ethics |
| url | https://jurnalaspikom.org/index.php/aspikom/article/view/1585 |
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