THE REPUBLIC OF INDONESIA GOVERNMENT PUBLIC RELATIONS COMMUNICATION STRATEGY IN THE ERA OF THE INDUSTRIAL REVOLUTION 4.0
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Published:
Jun 30, 2020
Keywords:
GPR 4.0 artificial intelligent big data analytics communication strategy
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Abstract
In the current 4.0 Industrial Revolution era, Government Public Relations-GPR is required to be able to adapt to the development of advanced technologies such as Artificial Intelligent-AI, Robotic, Drone and Big Data Analytics. It is a challenge for the GPR of the Republic of Indonesia in improving public information services to be quicker and precise through online media. This article aims to identify the GPR communication strategy of the Ministry of Communication and Information Technology in the era of the Industrial Revolution 4.0. This study uses a qualitative approach with Focus Group Discussions (FGD) as the data collection method. The categorisation of the FGD data results was carried out to describe the existing conditions and expected conditions of the GPR in Industrial Revolution era 4.0. The matrix frame is carried out to identify the GPR communication strategy. The result of this study indicates that the Ministry of Communication and Informatics of the Republic of Indonesia needs to be equipped with AI and Big Data Analytics in implementing communication systems automatically. It was found that there are two communication strategies which can be used by the GPR of Ministry of Communication and Informatics in the Industrial Revolution 4.0 era, namely content automation and digital story telling. In addition, it also needs to be supported by experts in the fields of Public Relations, Data Analyst and Data Learning. The ability of public relations equipped with skills in advanced technology such as AI can support the implementation of communication strategies.
Keywords: GPR, 4.0, artificial intelligent, big data analytics, communication strategy
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Butterick, Keith. (2012). Pengantar Public Relations: Teori dan Praktik. Jakarta: PT. RajaGrafindo Persada.
Dolphin, R. R. (2004). Corporate reputation – A value creating strategy. Corporate Governance International Journal of Business in Society, 4(3), 77–92. Retrieved from https://www.emeraldinsight.com/doi/full/10.1108/14720700410547521.
Graefe, A. (2016). Guide to automated journalism. Retrieved from https://www.cjr.org/tow_center_reports/guide_to_automated_journalism.php.
Grunig, J.E. & Grunig, L.A. (1992). Models of public relations and communication. J.E. Grunig (Ed.),Excellence in public relations and communication management 285-325. Hillsdale, USA:Lawrence Erlbaum.
Kelleher, K. (2018). This AI has been debating real humans – And doing a pretty good job. Agenda. Retrieved from https://www.weforum.org/agenda/2018/06/ibmsjeopardy-winning-ai-is-now-ready-to-debate-you.
Lattimore, dkk. (2010). Public Relations: Profesi dan Praktik. Jakarta: Salemba. Humanika.
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Ristic, D. (2017). PR in 2018: Dominated by technology, mired by inauthenticity. PR week. Retrieved from https://www.prweek.com/article/1453426/pr-2018-dominated-technology-mired-inauthenticity.
Scott, A. (2018). How artificial intelligence and intergenerational diversity are creating anxiety in the workplace. Retrieved from Gainesville, FL: Institute for Public Relations. https://instituteforpr.org/how-artificial-intelligence-and-intergenerational-diversity-is-creating-anxiety-in-the-workplace.
USC Annenberg Center for Public Relations. (2019). PR: Tech The Future of Technology in Communication Retrieved from http://assets.uscannenberg.org/docs/2019-global-communications-report.pdf.
Valin, J. (2018). Humans still needed: An analysis of skills and tools in public relations. Discussion paper. Retrieved fromLondon: Chartered Institute of Public Relations. https://www.cipr.co.uk/sites/default/files/11497_CIPR_AIinPR_A4_v7.pdf.