DOI : https://doi.org/10.18517/ijaseit.10.3.11821

Analyzing the Impact of Big Data and Artificial Intelligence on the Communications Profession: A Case Study on Public Relations (PR) Practitioners in Indonesia

N. Nurlaela Arief (1), Aurik Gustomo (2)
(1) School of Business and Management, Institut Teknologi Bandung, Jl. Ganesha No 10, Bandung, 40132, Indonesia
(2) School of Business and Management, Institut Teknologi Bandung, Jl. Ganesha No 10, Bandung, 40132, Indonesia
Fulltext View | Download
How to cite (IJASEIT) :
Arief, N. Nurlaela, and Aurik Gustomo. “Analyzing the Impact of Big Data and Artificial Intelligence on the Communications Profession: A Case Study on Public Relations (PR) Practitioners in Indonesia”. International Journal on Advanced Science, Engineering and Information Technology, vol. 10, no. 3, June 2020, pp. 1066-71, doi:10.18517/ijaseit.10.3.11821.
Citation Format :
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 The research concludes that there are PR jobs that have been replaced by the tool development of big data and AI, among others were 45% news clippings, 45% news analyses in the media, 37% media relations, 34% content of social media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.

Global Alliances (2018), Retrieved from https://www.worldprforum.com/World Public Relations.

ANPOR, “Developments Of Media And Public Opinion In Asia” Politics, Big Data and Social Media,” 2018. [Online]. Available: https://www.anpor.net/2018-anpor-annual-conference/.

U. Sivarajah, M. M. Kamal, Z. Irani, and V. Weerakkody, “Critical analysis of Big Data challenges and analytical methods,” J. Bus. Res., 2016.

Galloway. C, Swiatex. L “Public Relations and artificial intelligence:It’s not (just) about robots”, Public Relations Review, Volume 44, Issues 5. 2018.

M. Hussain, “Artificial Intelligence For Big Data: Potential and Relevance” Journal of Business Research, vol. 70, Pages 263-286, Jan. 2017.

Gourley, S. (2018). This is how AI can help you make sense of the world” Agenda. World Economic Forum. Retrieved from: https://www.weforum.org/agenda/2018/06/this-is-how-ai-can-help-you-make-sense-of-the-world.

Global Alliance (for Public Relations and Communication Management (2018). A global capabilities framework for the public relations and communication management profession. Lugano, Switzerland Retrieved from https://www.globalalliancepr.org/capabilitiesframeworks.

Grunig, L, Grunig, J., & Dozier, D. (2002). Excellent organizations and effective organizations: a study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum.

CIPR (Chartered Institute of Public Relations) (2015). State of the profession 2015 Retrieved from https://www.cipr.co.uk/content/policy-resource/research/our-research-and -reports/cipr-state-profession-2015.

A. Scott, “How Artificial Intelligence and Intergenerational Diversity Are Creating Anxiety in The Workplace _ Institute for Public Relations,” Institut for Public Relations, 2018. [Online]. Available: https://instituteforpr.org/how-artificial-intelligence-and-intergenerational-diversity-is-creating-anxiety-in-the-workplace/.

I. Ristic, “PR in 2018_ Dominated by technology, mired by inauthenticity _ PR Week,” 2018. [Online]. Available: https://www.prweek.com/article/1453426/pr-2018-dominated-technology-mired-inauthenticity.

J. Valin, “Humans still needed : An Analysis of skills and tools in Public Relations,” Chartered Institute of Public Relations, 2018.

L. Rouhinen, Artificial Intelligence, 101 things you must know today about our future, 14 November. USA: Amazon Books, 2018.

Lynch, C. (2018). How PR pros should prepare for artificial intelligence. Ragan’s PR daily. Retrieved from https://www.prdaily.com/Main/Articles/482543a6-4e1f-4111-af8b-9e46019028cc.aspx.

R. A. Laouni Djafri, Djamel Ammar Bensabeur, “Big data analytics for prediction: parallel processing of the big learning base with the possibility of improving the final result of the prediction.,” Inf. Discov. Deliv., 2018.

J. Macnamara and T. Sydney, “Competence, competencies or capabilities for public communication ? A public sector study,” vol. 19, pp. 16-40, 2018.

CIPR (Chartered Institute of Public Relations) (2017). Retrieved from https://www.cipr.co.uk/sites/default/files/10911_State of PR 2017_f1.pdf.

H. D. Harlow and H. D. Harlow, “capital Developing a knowledge management strategy for data analytics and intellectual capital,” 2018.

Y. Ma, K. Ping, C. Wu, and L. Chen, “Artificial Intelligence-powered Internet of Things and smart public service,” 2019.

A.Laksono, “Workshop Big Data and Artificial Intelligence by Telkom Big Data Scientist,” Semarang-East Java, Indonesia, 2018.

N.N. Arief, PR in the era of Artificial Intelligence, Simbiosa Rekatama Media, Bandung, 2018.

C. Hsiu-chin, C. Roger, and S, Veda, "Business Intelligence and Analytics: From Big Data to Big Impact" MIS Quarterly. vol. 36, pp. 1165-1188, 2012.

R. Molla, "Linkedin_Chart_ How the definition of 'journalist' is changing - Vox." 2019.

Adweek, (2018, 18 Juni). Unilever to Crack Down on Influencers Who Buy Fake Followers and Use Bots, retrieved from https://www.adweek.com/brand-marketing/unilever-to-crack-down-on-influencers-who-buy-fake-followers-and-use-bots/

F. L. Freberg K, Graham K, McGaughey K, “Who are the social media influencers? A study of public perceptions,” Public Relat. Rev., vol. 37, no. 1, pp. 90-92, 2011

Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
    2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
    3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).