Transformation the Role of Public Relations in 4.0 Era

Rahajeng Puspitosari

Universitas Budi Luhur

Keywords: Transformation, Role of Public Relations, Era 4.0

Abstract: Public Relations is a management function that connects internal and external parties within the company. In

his work, a public relations officer is required to adapt according to his era, given the role of public relations

as a bridge of communication with the public. Public Relations has undergone a transformation from the

conventional to the digital era and openness, where certainly the way of life, work and relations of a Public

Relations will change. The digital age means that the era of openness and the use of computers and even the

internet is commonplace for Public Relations. This study aims to find out how the transformation of a public

relations role to deal with era 4.0 in Indonesia. The results of this study mention that Transformation of the

Role of Public Relations in era 4.0 experienced a shift in the way of working and Artificial Intelligence is

considered to facilitate the work of a Public Relations. It's just that the role of Public Relations in this era of

openness is irreplaceable. How to treat the public, speak, behave and the role of Public Relations as a good

listener cannot be replaced by a robot.

1 INTRODUCTION

Public Relations is a profession that is a bridge

between the organization and the public. Public

Relations must be able to work swiftly and know the

public. The task of a Public Relations in an

organization or agency is the management function

that creates a harmonious communication between

the company and the public both internal and external

public so that organizational goals can be realized.

The functions and roles of Public Relations in an

organization also vary. According to Webster's New

World Dictionary, Public Relations is a relationship

that is formed for society with organizations

associated with the creation of public opinion or the

formation of an organization's self-image. Being a

Public Relations must have a good, agile listener soul

and have a solution to every problem. Public

Relations must conduct research and find a problem

after that. Public relations must make plans taken to

solve these problems. Furthermore, Public Relations

coordinates and works with related parties. And the

last thing that is usually done by a Public Relations is

evaluating each solution and hoping that in the future

the problems that occur can be solved easily.

The role of Public Relations is greatly felt by the

organization. Public Relations must be able to answer

and solve problems. In this digital era, the role of

Public Relations must be able to answer and solve

problems. Digital comes from the word Digitus, in

Greek means fingers. ... All computer systems use

digital systems as their database. Can also be called

the term Bit (Binary Digit). Advanced equipment,

such as computers, on the processor has a complex set

of binary calculations. In this digital era, the role of

Public Relations is more to the use of electronic

facilities, and everything must be completely internet.

Just an example of using the Website. Public

Relations is expected to be able to manage a public

website for an organization. A website managed by a

Public Relations must have a positive effect and a

good communication relationship between the

organization and the public.

Sophistication in the digital era does not seem to

have an impact on the profession of Public relations.

In the past, a Public Relations must deal with a

problem related to the image of the organization by

listening to the public, giving calm to the public to

resolve all problems with the heart. This is different

from now. The Public Relations profession has now

begun to be replaced by internet sophistication. For

example with Artificial Intellegence technology. In

Andreas Kaplan's book defines Artificial Intelligence

is artificial intelligence is intelligence that is added to

a system that can be arranged in a scientific context

or can be called artificial intelligence (English:

Puspitosari, R.

Transformation the Role of Public Relations in 4.0 Era.

DOI: 10.5220/0008929300570060

In Proceedings of the 1st International Conference on IT, Communication and Technology for Better Life (ICT4BL 2019), pages 57-60

ISBN: 978-989-758-429-9

Artificial Intelligence) or simply abbreviated AI,

defined as the intelligence of scientific entities.

defines artificial intelligence as "the ability of the

system to interpret external data correctly, to learn

from that data, and to use that learning to achieve

certain goals and tasks through flexible adaptation. In

this case a Public Relations task in the digital era such

as managing the content of the Website or Social

Media is no longer hassle to create content or solve

problems from the public. Coupled with the openness

era 4.0 in Indonesia, which further reduced the space

for the profession of Public Relations. But will the

role and function of Public Relations really be

replaced? What does Public Relations look like after

artificial intelligence? Such questions intrigued me to

take the title of the research theme "Transformation

of Public Relations in the Era of the Era"

This study uses the post positivism paradigm with

a qualitative descriptive research approach. The

theoretical framework of this research is the first

Public Relations.

2 LITERATURE REVIEW

The role of Public Relations in this study, researchers

took the definition of Public Relations According to

Dr. Rex Harlow in Ruslan (2010: 16) Public Relations

(PR) is a typical management function and supports

coaching, maintenance of shared paths between

organizations and their public, concerning activities

of communication, understanding, acceptance and

cooperation; involving management in dealing with

problems / problems, helping management to follow

and utilize change effectively; acts as an early

warning system in anticipating the tendency to use

research and healthy and ethical communication

techniques as the main means. While the concept of

the Role of Public Relations, researchers take the

concept definition of the Role of Public Relations

Dozier & Broom in Ruslan (2006, 20-21), suggesting

the role of Public Relations in an organization can be

divided into four categories, namely:

1. Expert Advisor (Expert Prescriber)

A practitioner who is experienced and has high

ability Public Relations experts can help find

solutions in solving problems with public relations

(public relationship). Relationship between Public

Relations expert practitioners and organizational

management such as the relationship between doctors

and patients. That is, the management acts passively

to accept or trust what has been suggested or the

proposal from the expert Public Relations (expert

prescriber) in solving and overcoming the problem of

public relations being faced by the organization

concerned.

2. Communication Facilitator (Communication

Facilitator)

In this case, Public Relations practitioners act as

communicators or mediators to help management in

terms of hearing what the public wants and wants. On

the other hand, he is also required to be able to explain

the wishes, policies and expectations of the

organization to the public again. So that reciprocal

communication can create mutual understanding,

trust, respect, support and good tolerance from both

parties.

3. Facilitator Problem-Solving Process (Problem

Solving Process Facilitator)

The role of Public Relations practitioners in the

process of solving Public Relations issues is part of

the management team. This is intended to help the

leaders of the organization both as advisers to take

action (decisions) in dealing with problems or crises

being faced rationally and professionally.

4. Communication Technician (Communication

Technician)

The role of communication technician makes

Public Relations practitioners as journalists in

residents who only provide technical communication

services or known as the method of communication

in organizations.

Furthermore, the researcher also discussed the

concept definition of Artificial Intelligence.

Catherine Arrow explained, in addition to

technology, words are a powerful part of AI

development in the world of Public Relations. There

are 3 special skills that will continue to be needed so

that the management wheel of Public Relations runs

in the current development of AI, namely

characteristic; we are required to be able to identify

and manage the character and values of the company,

then listen; listening culture must continue to be

nurtured and the last is a sense of responsibility;

professionally responsible for the function function as

homework.

This study uses in-depth interviews by all the

speakers.

3 CONCLUSION

After conducting various studies, there are several

roles performed by Public Relations in the era of

Artificial Intelligence. That is:

1. The Role of Public Relations as a communication

facilitator

ICT4BL 2019 - International Conference on IT, Communication and Technology for Better Life

As a communication facilitator, a Public Relations

must be able to convey good communication from the

organization to the public. In this Artificial

Intelligence era, public relations convey all company

policies or any information from the company must

be clear and reliable. For example, in the use of the

Website, Public Relations must continue to monitor

content that is not in line with company branding.

Problem-solving must also be thought of with a cold

head and discussed first with management. The role

of Public Relations as a facilitator of communication

in the digital era is more to the role of Public

Relations on social media platforms. Public Relations

must be ready 24 hours to reply to comments and

questions from the public. However, if you already

use Artificial Intelligence, it does not mean that the

task of a Public Relations is reduced. Instead Public

Relations must re-control every word or sentence

posted by AI (Artificial Intelligence). As a

communicator that is successfully proven by the

ability of a Public Relations to persuade public and

think positively about the organization where Public

Relations works.

2. The Role of Public Relations as an Expert

Advisor

As an expert advisor, all Public Relations must be

able to provide advice and criticism to management.

Public Relations must be able to provide solutions

that must be taken by the company. This is because

Public Relations is the front guard in a company.

Public Relations certainly knows what problems

occur in the organization. In this digital era, Public

Relations must advise organizations to use digital.

For example, for the effectiveness of meetings that no

longer need to come to the location but with the

sophistication of Video Call.

3. Facilitator for Problem Solving

As a problem solver agent, a Public Relations

must be able to do and find solutions to solve these

problems. Solving problems in an organization is not

easy. But this must be done by Public Relations.

Starting from finding out the problem. In the current

digital era, it is easier to research targets; one of them

is by using Google Form. The Google Application

Form will facilitate Public Relations work to do a

research. Furthermore, public relations must do

planning. In the planning stage, a Public Relations

must know the plan of what must be done, what the

impact is and how to carry out the plan. Planning is

done if Public Relations already knows the steps that

he must take through the research that has been done.

The next step is to know where Public Relations must

be able to coordinate with other parties. This stage

involves a lot of public relations from parties ranging

from the leadership, related divisions and

stakeholders in the company. And finally, Public

Relations evaluates. Evaluation is important to find

out whether the strategy undertaken by Public

Relations is correct. This strategy in the future is

possible to be used again in overcoming an

organizational problem.

4. Role of Public Relations as a Communication

Technician

As a communication technician, a Public

Relations must be able to do various jobs outside the

public relations profession. For example, as a

journalist or in the digital era today, a Public

Relations is required to be able to understand

technology. Not surprisingly, a Public Relations is

also capable of editing interesting images and

writings. This is what public relations must have in

this Artificial Intelligence era.

Furthermore, in this study, researchers dissected

the transformation of the role of Public Relations in

era 4.0

There are several things that must be owned by

Public Relations in era 4.0, namely:

1. Characteristics

As a Public Relations is expected to be able to

manage the character of the organization where the

public realtions work. A public relations person must

know the corporate culture in which he works.

Matters that may be allowed must not be done. It is

this corporate culture that will become a distinctive or

distinguishing feature from other organizations. For

example uniforms. Many companies apply the

obligation to use uniforms on certain days. The thing

that is done by public relations is persuading

employees to want and love the company using

uniforms. Another thing for example what is applied

by public relations is an invitation to have loyalty to

the company. This is what cannot be done by

machines (AI). Persuasion, lobbying and negotiation

techniques must be based on human touch. And to

persuade someone, Public Relations must have a

specific strategy in approaching.

2. Listen

Another ability that a Public Relations must have

is the ability to listen. By listening to us become

aware of what problems are being faced and what is

actually desired by the public. By listening we are

trained to empathize with others. And this is what can

not be replaced by any machine

3. Responsibility

Culture of responsibility must be owned by a

Public Relations. Public Relations must be able to

provide true information and be responsible for

information that has been revealed to the public.

Transformation the Role of Public Relations in 4.0 Era

Responsibility can only be done by humans and

Professional Public Relations.

From the explanation above, it is clear that the

profession of a Public Relations is very much helped

by technological progress. Artificial Intelligence

cannot replace the role of Public Relations as a whole.

ACKNOWLEDGMENT

Finally, thanks to my parents, my lovely husband, my

son, for their continuous support and encouragement

for this paper.

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Jefkins, Frank. 2003. Public Relations. Jakarta: Erlangga

Sitepu, Edy Sahputra dan Faulina. 2011. Professional

Public Relations. Medan: USU Pers

Rumanti, Maria Assumpta. 2005. Dasar-dasar Public

Relations: Teori dan Praktik Jakarta: Grasindo

Website https://wartaekonomi.co.id/read219500/

ICT4BL 2019 - International Conference on IT, Communication and Technology for Better Life