OPTIMALISASI PUBLIC RELATIONS: BAGAIMANA PERAN AI?

Authors

  • Diana Lutfiana Universitas Mercu Buana
  • Nur Endah Retno Wuryandari Universitas Dian Nusantara

Keywords:

Kecerdasan Buatan, Public Relations, Pemantauan Media Sosial, Analisis Sentimen, Manajemen Krisis

Abstract

Penelitian ini bertujuan untuk mengeksplorasi pemanfaatan kecerdasan buatan (AI) dalam pemantauan media sosial dan dampaknya terhadap efektivitas strategi Public Relations (PR). Dengan menggunakan alat pemantauan berbasis AI seperti Brandwatch, Meltwater, dan NVivo, penelitian ini berfokus pada bagaimana AI membantu organisasi dalam mendeteksi krisis, menganalisis sentimen, dan mengelola reputasi secara lebih efektif. Data diperoleh melalui wawancara dengan profesional PR dan dianalisis menggunakan pendekatan kualitatif. Hasil penelitian menunjukkan bahwa AI memperkuat kemampuan PR dalam merespons perubahan tren dengan lebih cepat dan personalisasi komunikasi yang lebih efektif.

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Published

2024-11-11

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