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, Aurik Gustomo


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 The research concludes that there are PR jobs that have been replaced by the tool development of big data and AI, among others were 45% news clippings, 45% news analyses in the media, 37% media relations, 34% content of social media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.


artificial intelligence; big data; data analytics; Indonesia; public relations; preparedness.

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