Digital Public Relations in Indonesia in the Age of AI and Big Data: Theoretical and Practical Insights from a Five-Dimensional Framework

Maulina Pia Wulandari, Ivan Bimantoro Wachid, Siti Dahlia, Samantha Bella Puri Bahesa, Kadek Gopala Wiswa Sai Wiswadara Arista

Abstract


The rapid development of digital technology and artificial intelligence (AI) has significantly influenced public relations practices. This study examines how digital public relations (DPR) dimensions interact to shape DPR practices in Indonesia across public, private, and non-governmental sectors. The study aims to identify structural and practical gaps in digital PR implementation and propose a model to enhance strategic communication effectiveness. A descriptive qualitative approach was employed, using focus group discussions (FGDs) with communication professionals and digital media experts. Data were analysed using NVivo to ensure thematic accuracy and analytical depth. All participants provided informed consent, and the research adhered to ethical standards regarding confidentiality, voluntary participation, and data privacy. The findings indicate that senior-level professionals leverage AI for strategic use, while junior practitioners are confined to operational roles. Barriers such as digital skill gaps, infrastructure inequality, and regulatory issues, particularly the Electronic Information and Transactions Law (UU ITE) remain significant. Ethical concerns, especially related to misinformation and data protection, highlight the urgency for transparent digital governance. To address these challenges, the study proposes a five-dimensional digital PR model: human skill and capacity, technology accessibility, political system, law and regulations, and ethics. Theoretically, the research extends Structuration and Institutional Theory by showing how institutional environments shape PR practice. Practically, it offers a framework for capacity building, regulatory alignment, and ethical reinforcement in digital PR strategies within developing country contexts.

 

Keywords: AI integration, digital public relations, digital literacy gap, ethical challenges, human capacity building.

 

https://doi.org/10.17576/JKMJC-2025-4102-23


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