OPTIMALISASI PUBLIC RELATIONS: BAGAIMANA PERAN AI?
Keywords:
Kecerdasan Buatan, Public Relations, Pemantauan Media Sosial, Analisis Sentimen, Manajemen KrisisAbstract
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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