Big data and Artificial Intelligence (AI) in the public relations sector in Indonesia: A qualitative study on transformation and ethical considerations

The emergence of digital technology and artificial intelligence has led to major metamorphosis in public relations in Indonesia. This study explores the potential of media relations management to enhance a company's positive image and reputation in the age of artificial intelligence. It also seeks to consider the ethical implications of using big data and artificial intelligence in the public relations sector. The research method used was a qualitative study with a case study approach. The results of this study show that a strategic approach that prioritises relationships with authentic influencers can lead to long-term success for organisations that partner with influencers. However, practitioners specialising in public relations (PR) should be cautious when considering the challenges related to data privacy and information protection.