|
Getting your Trinity Audio player ready...
|
Artificial Intelligence (AI) technology is increasingly growing in various sectors, including the government and private sectors. Minister of Communication and Information Technology, Budi Arie Setiadi, stated that public relations practitioners in Indonesia also need to utilise AI technology. According to Minister Budi Arie, leveraging AI technology will facilitate public relations practitioners in enhancing communication with the public.
“AI plays a significant role in analysing data and recognising patterns within the realm of public relations. Additionally, it is utilised to monitor and assess the effectiveness of PR initiatives. Furthermore, AI-driven bots provide round-the-clock automated services to users,” he explained.
According to Budi Arie Setiadi, public relations practitioners globally are innovating to keep up with the changing times. They are required to possess agility and adaptability, crucial factors for survival amid the rapid digital transformation.
In the past, public relations focused mainly on media releases and articles. However, the digital landscape has opened new horizons, revolutionising how information is sought. Technologies like AI, automation, and various digital platforms have become integral to public relations.
As the Minister of Communication and Information Technology, Budi Arie Setiadi recognised the commendable efforts of public relations (PR) practitioners who have swiftly adapted to the ever-evolving digital landscape. With the increasing importance of digital platforms, such as websites and various social media channels, PR professionals have effectively leveraged these platforms to gain public awareness and engagement. Their ability to navigate the digital sphere demonstrates their agility and adaptability, essential qualities in the fast-paced world of communication.
However, even as Menkominfo acknowledged the positive impact of digitalisation on PR practices, Minister Budi Arie Setiadi emphasised the need for a cautious approach. At the same time, technology-driven strategies have undoubtedly opened new horizons and opportunities.
“It is crucial for PR practitioners not to become overly reliant on these tools without exercising control and discernment,” he explained.
The Minister stressed that the advent of digitalisation has brought some negative consequences. In the digital world, we often encounter polarisation, where divergent viewpoints can lead to societal divisions. Additionally, the ease of disseminating information through digital media has led to the spread of disinformation, causing deception and unrest among the public.
It highlights the importance of responsible and ethical use of technology in PR. While digital platforms offer unprecedented reach and influence, PR practitioners must exercise diligence in verifying the accuracy and authenticity of information before sharing it with the public.
“Striking a balance between embracing technology and maintaining critical thinking is essential to preserve the integrity of the PR profession and foster a healthy, informed public discourse,” explained Budi Arie Setiadi.
Therefore, Menkominfo encouraged PR professionals to integrate data-driven strategies with a human-centric approach. Leveraging data to understand audience preferences and behaviour can enhance communication efforts, but this must be complemented with ethical practices, transparency, and accountability.
“By embracing a holistic approach to communication, PR practitioners can effectively utilise digital tools while maintaining the trust of their audiences and contributing positively to the broader digital ecosystem”, he expressed.
In light of this rapid growth, Budi Arie Setiadi emphasised the importance of data-driven collaboration to ensure that tasks, roles, and opportunities for building a good reputation are executed effectively.
“I am delighted to see PR practitioners from both private and government sectors gathering here to share insights, experiences, and inspiration. My team at the Ministry of Communication and Information Technology is committed to implementing data-based communication strategies and collaborating with partners and other stakeholders,” he stated.
