Marhaeni, Ch. Kurnia Dyah (2024) REDEFINISI PUBLIC RELATIONS PADA ERA DIGITAL. Caritas pro Serviam, 48 (1). pp. 71-82. ISSN 1410 4547

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Abstract

The article "Redefining Public Relations in the Digital Era" discusses how technology is rapidly reshaping the field of public relations (PR) as it enters the digital era. The emergence of AI technology has led to some tasks within PR being automated, but it has also made PR work faster, more precise, and simpler. To adapt to the changes brought about by the digital era, PR practitioners need to expand their competencies beyond communication, organizational skills, and relationship building. They must also acquire skills such as data analysis using new platforms, social media management, and understanding and managing influencers and content creators.

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