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Analyzing the impact of big data and artificial intelligence on the communications profession: A case study on Public Relations (PR) Practitioners in Indonesia
a School of Business and Management, Institut Teknologi Bandung, Bandung, 40132, Indonesia
[vc_row][vc_column][vc_row_inner][vc_column_inner][vc_separator css=”.vc_custom_1624529070653{padding-top: 30px !important;padding-bottom: 30px !important;}”][/vc_column_inner][/vc_row_inner][vc_row_inner layout=”boxed”][vc_column_inner width=”3/4″ css=”.vc_custom_1624695412187{border-right-width: 1px !important;border-right-color: #dddddd !important;border-right-style: solid !important;border-radius: 1px !important;}”][vc_empty_space][megatron_heading title=”Abstract” size=”size-sm” text_align=”text-left”][vc_column_text]© 2020, Insight Society.The purpose of this paper is to explore the preparedness of Public Relations (PR) in dealing with the impact of big data and Artificial Intelligence (AI) on the communications profession in Indonesia. The research objective is to determine an understanding of AI that will have an impact on automating and simplifying PR work, to identify the competency of future PR, and to find out big data and AI can replace what kind of PR jobs. This study employed an online survey methodology with a total of 320 PR practitioners and was completed through semi-structured interviews of 10 respondents, both from State-owned enterprises and private companies. The research concludes that there are PR jobs that have been replaced by the tool development of big data and AI, among others were 45% news clippings, 45% news analyses in the media, 37% media relations, 34% content of social media management, 33% release distribution, and 24% photos and videos. This research proposes new competencies that need to be strengthened, specifically in the areas of the content creator, influencer management, social media management, and data analytics. The topic of big data and AI in the communications profession and public relations practitioners in Indonesia has never been discussed before. This has a substantial impact on the management and technology of communications and gives a broader impact on the preparedness of the industry, academia, and society.[/vc_column_text][vc_empty_space][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][vc_empty_space][megatron_heading title=”Author keywords” size=”size-sm” text_align=”text-left”][vc_column_text][/vc_column_text][vc_empty_space][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][vc_empty_space][megatron_heading title=”Indexed keywords” size=”size-sm” text_align=”text-left”][vc_column_text]Artificial intelligence,Big data,Data analytics,Indonesia,Preparedness,Public relations[/vc_column_text][vc_empty_space][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][vc_empty_space][megatron_heading title=”Funding details” size=”size-sm” text_align=”text-left”][vc_column_text]Research on the analysis of the impact of big data and AI technology is part of the research that has been described in detail in a presentation to Indonesian State-owned Enterprise Public Relations Congress by the author. This research does not receive funding from any party and has no conflict of interest. The researchers thank the Indonesian Public Relations Association FHBUMN and PERHUMAS for their ease and access when distributing surveys to and interviewing as well as for supporting the respondents to take part in this research.[/vc_column_text][vc_empty_space][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][vc_empty_space][megatron_heading title=”DOI” size=”size-sm” text_align=”text-left”][vc_column_text]https://doi.org/10.18517/ijaseit.10.3.11821[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Widget Plumx[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][/vc_column][/vc_row]