Public Relations in The Era of Artificial Intelligence: Peluang atau Ancaman?
DOI:
https://doi.org/10.24269/ars.v8i2.2629Abstract
Buku yang ditulis oleh N. Nurlaela Arief membahasa tentang bagaimana Artificial Intelligence (AI) dan Big Data Merevolusi Dunia Public Relations (PR). Lala, begitu sapaan akrabnya mengangkat judul “Public Relation In The Era Of Artificial Intelligence Bagaimana Big Data & AI Merevolusi Dunia PR†adalah Sebuah pengabdian dan legacy akademis yang ditulis berdasarkan pengalaman, analisa, pengamatan beserta hasil sebuah penelitian penulis selama 20 tahun berkipra menjadi seorang Head of Corporate Communications Perusahaan Badan Usaha Milik Negara (BUMN) Bio Farma. Kehadiran buku yang diterbitkan oleh Simbiosa Rekatama Media ini membuat mata insan PR terbelalak layaknya ketika dunia media dibuat geger oleh Philip Meyer melalui bukunya yang berjudul The Vanishing Newspaper yang meramalkan bahwa koran akan mati pada 2043 (Meyer, 2009), Kemudian diikuti dengan lahir kegegeran baru: sebuah buku yang berjudul Robot Journalism: Can Human Journalism Survive? (Tempomedia, 2018) yang menceritakan bagaimana ketika robot menggantikan jurnalis dalam menulis berita (Latar & Latar, 2018) yang sudah diawali oleh kantor berita pemerintah China, Xinhua yang memanfaatkan artificial Intteligence sebagai news anchor-nya dalam membacakan berita (Kuo, 2018)
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References
Arief, N. N. (2019). Public Relation In The Era Of Artificial Intelligence Bagaimana Big Data & Al Merevolusi Dunia PR. Simbiosa Rekatama Media.
Arief, N. N., & Saputra, M. A. A. (2019). Kompetensi Baru Public Relations (PR) Pada Era Artificial Intelligence: Case Study Praktisi PR di Indonesia. Jurnal Sistem Cerdas, 2(1), 1–12. https://doi.org/10.37396/jsc.v2i1.19
Chui, M., Manyika, J., & Miremadi, M. (2016). Where machines could replace humans-and where they can’t (yet) McKinsey. McKinsey & Company. https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/where-machines-could-replace-humans-and-where-they-cant-yet
CIPR. (2019). An introduction to AI in PR Skills Guide CIPR #AIinPR Primer series. Chartered Institute of Public Relations.
Clark, J. (2015, December 8). Why 2015 Was a Breakthrough Year in Artificial Intelligence. Bloomberg.Com. https://www.bloomberg.com/news/articles/2015-12-08/why-2015-was-a-breakthrough-year-in-artificial-intelligence
Cooper, J., & James, A. (2009). Challenges for Database Management in the Internet of Things. IETE Technical Review, 26(5), 320. https://doi.org/10.4103/0256-4602.55275
Daugherty, P., Carrel-Billiard, M. ,. &. Biltz, M. (2018). Accenture technology vision 2018.
https://www. accenture.com/t00010101T000000Z__w__/nz-en/_acnmedia/Accenture/next-gen-7/tech-vision-2018/pdf/Accenture-TechVision-2018-Tech-Trends-Report.pdf# zoom=50.
David, S. L., & Endicott-Popovsky, B. (2017). Security Beyond Secrecy. In P. Zaphiris & A. Ioannou (Eds.), Learning and Collaboration Technologies. Novel Learning Ecosystems (Vol. 10295, pp. 305–323). Springer International Publishing. https://doi.org/10.1007/978-3-319-58509-3_25
Dietrich, G. (2017). The big question: Artificial intelligence and the PR industry. Spin sucks: Professional development for PR and marketing pros. https:// spinsucks.com/social-media/big-question-artificial-intelligence/.
Farras, B. (2019). Mengenal Artificial Intelligence dan Cara Kerjanya. Tech. https://www.cnbcindonesia.com/tech/20190513130056-37-72069/mengenal-artificial-intelligence-dan-cara-kerjanya
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
Galloway, C., & Swiatek, L. (2018). Public relations and artificial intelligence: It’s not (just) about robots. Public Relations Review, 44(5), 734–740. https://doi.org/10.1016/j.pubrev.2018.10.008
Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15–25. https://doi.org/10.1016/j.bushor.2018.08.004
Ki, C.-W. (Chloe), Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. https://doi.org/10.1016/j.jretconser.2020.102133
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Kuo, L. (2018, November 9). World’s first AI news anchor unveiled in China. The Guardian. https://www.theguardian.com/world/2018/nov/09/worlds-first-ai-news-anchor-unveiled-in-china
Lasi, H., Fettke, P., Kemper, H.-G., Feld, T., & Hoffmann, M. (2014). Industry 4.0. Business & Information Systems Engineering, 6(4), 239–242. https://doi.org/10.1007/s12599-014-0334-4
Latar, N. L. (2018). Robot journalism: Can human journalism survive? World Scientific.
Mahribi, M. A. (2020, March 2). AI dan Big Data Masa Depan Kegiatan PR ~ Marketing.co.id. Portal Lengkap Dunia Marketing. https://marketing.co.id/ai-dan-big-data-masa-depan-kegiatan-pr/
Marx, W. (2017). Artificial Intelligence and PR: What You Need to Know. Business 2 Community. https://www.business2community.com/public-relations/artificial-intelligence-pr-need-know-01969903
Mayer-Schönberger, V., & Cukier, K. (2014). Big data: A revolution that will transform how we live, work, and think (First Mariner Books edition). Mariner Books, Houghton Mifflin Harcourt.
Meltzer, T. (2014, June 15). Robot doctors, online lawyers and automated architects: The future of the professions? The Guardian. https://www.theguardian.com/technology/2014/jun/15/robot-doctors-online-lawyers-automated-architects-future-professions-jobs-technology
Meyer, P. (2009). The vanishing newspaper: Saving journalism in the information age (2nd ed). University of Missouri Press.
Mosconi, F. (2015). The new European industrial policy: Global competitiveness and the manufacturing renaissance. Routledge, Taylor & Francis Group.
Peiser, J. (2019, February 5). The Rise of the Robot Reporter. The New York Times. https://www.nytimes.com/2019/02/05/business/media/artificial-intelligence-journalism-robots.html
Press, G. (2016). Artificial Intelligence Defined As A New Research Discipline: This Week In Tech History. Forbes. https://www.forbes.com/sites/gilpress/2016/08/28/artificial-intelligence-defined-as-a-new-research-discipline-this-week-in-tech-history/
Quora. (2020). What Is Influencer Marketing And Where Is It Headed? Forbes. https://www.forbes.com/sites/quora/2020/01/22/what-is-influencer-marketing-and-where-is-it-headed/
Roblek, V., Meško, M., & Krapež, A. (2016). A Complex View of Industry 4.0. SAGE Open, 6(2), 215824401665398. https://doi.org/10.1177/2158244016653987
Salathé, M., Vu, D. Q., Khandelwal, S., & Hunter, D. R. (2013). The dynamics of health behavior sentiments on a large online social network. EPJ Data Science, 2(1), 4. https://doi.org/10.1140/epjds16
Simon, H. A. (1965). The shape of automation for men and management. Harper & Row. https://books.google.co.id/books?id=P01VAAAAMAAJ
Tempomedia. (2018, December 8). Ancaman Jurnalisme Robot. Tempo. https://majalah.tempo.co/read/buku/156704/ancaman-jurnalisme-robot
Terlep, S. K. and S. (2019, October 21). Online Influencers Tell You What to Buy, Advertisers Wonder Who’s Listening. Wall Street Journal. https://www.wsj.com/articles/online-influencers-tell-you-what-to-buy-advertisers-wonder-whos-listening-11571594003
Valin, J. (2018). Humans still needed: An analysis of skills and tools in public relations. Chartered Institute of Public Relations. https://www.cipr.co.uk/sites/default/files/11497_CIPR_AIinPR_A4_v7.pdf.
Vranica, S. (2018, June 17). Unilever Demands Influencer Marketing Business Clean Up Its Act. Wall Street Journal. https://www.wsj.com/articles/unilever-demands-influencer-marketing-business-clean-up-its-act-1529272861
WEF. (2020a). How New Technologies Can Be Key to Tackling the Global Goals. World Economic Forum. https://www.weforum.org/reports/unlocking-technology-for-the-global-goals/
WEF. (2020b). HR4.0: Shaping People Strategies in the Fourth Industrial Revolution. World Economic Forum. https://www.weforum.org/reports/hr4-0-shaping-people-strategies-in-the-fourth-industrial-revolution/
Weiner, M., & Kochhar, S. (2016). Irreversible: The Public Relations Big Data Revolution. The Institute for Public Relations. http://www.instituteforpr.org/wp-content/uploads/IPR_PR-Big-Data-Revolution_3-29.pdf
Wiencierz, C., & Röttger, U. (2019). Big Data in Public Relations: A Conceptual Framework. Public Relations Journal, 12(3), 1–15.
Arief, N. N., & Saputra, M. A. A. (2019). Kompetensi Baru Public Relations (PR) Pada Era Artificial Intelligence: Case Study Praktisi PR di Indonesia. Jurnal Sistem Cerdas, 2(1), 1–12. https://doi.org/10.37396/jsc.v2i1.19
Chui, M., Manyika, J., & Miremadi, M. (2016). Where machines could replace humans-and where they can’t (yet) McKinsey. McKinsey & Company. https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/where-machines-could-replace-humans-and-where-they-cant-yet
CIPR. (2019). An introduction to AI in PR Skills Guide CIPR #AIinPR Primer series. Chartered Institute of Public Relations.
Clark, J. (2015, December 8). Why 2015 Was a Breakthrough Year in Artificial Intelligence. Bloomberg.Com. https://www.bloomberg.com/news/articles/2015-12-08/why-2015-was-a-breakthrough-year-in-artificial-intelligence
Cooper, J., & James, A. (2009). Challenges for Database Management in the Internet of Things. IETE Technical Review, 26(5), 320. https://doi.org/10.4103/0256-4602.55275
Daugherty, P., Carrel-Billiard, M. ,. &. Biltz, M. (2018). Accenture technology vision 2018.
https://www. accenture.com/t00010101T000000Z__w__/nz-en/_acnmedia/Accenture/next-gen-7/tech-vision-2018/pdf/Accenture-TechVision-2018-Tech-Trends-Report.pdf# zoom=50.
David, S. L., & Endicott-Popovsky, B. (2017). Security Beyond Secrecy. In P. Zaphiris & A. Ioannou (Eds.), Learning and Collaboration Technologies. Novel Learning Ecosystems (Vol. 10295, pp. 305–323). Springer International Publishing. https://doi.org/10.1007/978-3-319-58509-3_25
Dietrich, G. (2017). The big question: Artificial intelligence and the PR industry. Spin sucks: Professional development for PR and marketing pros. https:// spinsucks.com/social-media/big-question-artificial-intelligence/.
Farras, B. (2019). Mengenal Artificial Intelligence dan Cara Kerjanya. Tech. https://www.cnbcindonesia.com/tech/20190513130056-37-72069/mengenal-artificial-intelligence-dan-cara-kerjanya
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
Galloway, C., & Swiatek, L. (2018). Public relations and artificial intelligence: It’s not (just) about robots. Public Relations Review, 44(5), 734–740. https://doi.org/10.1016/j.pubrev.2018.10.008
Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15–25. https://doi.org/10.1016/j.bushor.2018.08.004
Ki, C.-W. (Chloe), Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. https://doi.org/10.1016/j.jretconser.2020.102133
Knowledge@Wharton. (2018). Vishal Sikka: Why AI Needs a Broader, More Realistic Approach. Knowledge@Wharton. https://knowledge.wharton.upenn.edu/article/ai-needs-broader-realistic-approach/
Kuo, L. (2018, November 9). World’s first AI news anchor unveiled in China. The Guardian. https://www.theguardian.com/world/2018/nov/09/worlds-first-ai-news-anchor-unveiled-in-china
Lasi, H., Fettke, P., Kemper, H.-G., Feld, T., & Hoffmann, M. (2014). Industry 4.0. Business & Information Systems Engineering, 6(4), 239–242. https://doi.org/10.1007/s12599-014-0334-4
Latar, N. L. (2018). Robot journalism: Can human journalism survive? World Scientific.
Mahribi, M. A. (2020, March 2). AI dan Big Data Masa Depan Kegiatan PR ~ Marketing.co.id. Portal Lengkap Dunia Marketing. https://marketing.co.id/ai-dan-big-data-masa-depan-kegiatan-pr/
Marx, W. (2017). Artificial Intelligence and PR: What You Need to Know. Business 2 Community. https://www.business2community.com/public-relations/artificial-intelligence-pr-need-know-01969903
Mayer-Schönberger, V., & Cukier, K. (2014). Big data: A revolution that will transform how we live, work, and think (First Mariner Books edition). Mariner Books, Houghton Mifflin Harcourt.
Meltzer, T. (2014, June 15). Robot doctors, online lawyers and automated architects: The future of the professions? The Guardian. https://www.theguardian.com/technology/2014/jun/15/robot-doctors-online-lawyers-automated-architects-future-professions-jobs-technology
Meyer, P. (2009). The vanishing newspaper: Saving journalism in the information age (2nd ed). University of Missouri Press.
Mosconi, F. (2015). The new European industrial policy: Global competitiveness and the manufacturing renaissance. Routledge, Taylor & Francis Group.
Peiser, J. (2019, February 5). The Rise of the Robot Reporter. The New York Times. https://www.nytimes.com/2019/02/05/business/media/artificial-intelligence-journalism-robots.html
Press, G. (2016). Artificial Intelligence Defined As A New Research Discipline: This Week In Tech History. Forbes. https://www.forbes.com/sites/gilpress/2016/08/28/artificial-intelligence-defined-as-a-new-research-discipline-this-week-in-tech-history/
Quora. (2020). What Is Influencer Marketing And Where Is It Headed? Forbes. https://www.forbes.com/sites/quora/2020/01/22/what-is-influencer-marketing-and-where-is-it-headed/
Roblek, V., Meško, M., & Krapež, A. (2016). A Complex View of Industry 4.0. SAGE Open, 6(2), 215824401665398. https://doi.org/10.1177/2158244016653987
Salathé, M., Vu, D. Q., Khandelwal, S., & Hunter, D. R. (2013). The dynamics of health behavior sentiments on a large online social network. EPJ Data Science, 2(1), 4. https://doi.org/10.1140/epjds16
Simon, H. A. (1965). The shape of automation for men and management. Harper & Row. https://books.google.co.id/books?id=P01VAAAAMAAJ
Tempomedia. (2018, December 8). Ancaman Jurnalisme Robot. Tempo. https://majalah.tempo.co/read/buku/156704/ancaman-jurnalisme-robot
Terlep, S. K. and S. (2019, October 21). Online Influencers Tell You What to Buy, Advertisers Wonder Who’s Listening. Wall Street Journal. https://www.wsj.com/articles/online-influencers-tell-you-what-to-buy-advertisers-wonder-whos-listening-11571594003
Valin, J. (2018). Humans still needed: An analysis of skills and tools in public relations. Chartered Institute of Public Relations. https://www.cipr.co.uk/sites/default/files/11497_CIPR_AIinPR_A4_v7.pdf.
Vranica, S. (2018, June 17). Unilever Demands Influencer Marketing Business Clean Up Its Act. Wall Street Journal. https://www.wsj.com/articles/unilever-demands-influencer-marketing-business-clean-up-its-act-1529272861
WEF. (2020a). How New Technologies Can Be Key to Tackling the Global Goals. World Economic Forum. https://www.weforum.org/reports/unlocking-technology-for-the-global-goals/
WEF. (2020b). HR4.0: Shaping People Strategies in the Fourth Industrial Revolution. World Economic Forum. https://www.weforum.org/reports/hr4-0-shaping-people-strategies-in-the-fourth-industrial-revolution/
Weiner, M., & Kochhar, S. (2016). Irreversible: The Public Relations Big Data Revolution. The Institute for Public Relations. http://www.instituteforpr.org/wp-content/uploads/IPR_PR-Big-Data-Revolution_3-29.pdf
Wiencierz, C., & Röttger, U. (2019). Big Data in Public Relations: A Conceptual Framework. Public Relations Journal, 12(3), 1–15.
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