Preliminary Research on Indonesian Public Relations Practitioners’ Digital Skills and Competencies during Digital Technology Transformation

The present state of global growth, which is now focused on the process of digitalization and the establishment of information technology networks, has emerged as a fundamental component within the realm of Public Relations professionals. The field of Public Relations has seen significant transformation via digitalization as practitioners have adapted their strategies to meet the increasing needs and expectations of stakeholders. Incorporating digital communication platforms, big data, and Artificial Intelligence (AI) has necessitated Public Relations practitioners to acquire a thorough proficiency in a new array of digital abilities. The primary objective of this preliminary research was to examine the digital skills and competencies shown by public relations practitioners in Indonesia. A quantitative research method was undertaken to investigate the implementation of Digital Public Relations in Indonesia, with surveys as the primary technique of data collecting. The study included participation from many public relations practitioners from diverse organizations as survey respondents. The study revealed that the emergence of Digital Public Relations, together with its accompanying technological advancements, has facilitated the tasks of Public Relations professionals, hence potentially enhancing their efficiency and productivity. Furthermore, many Public Relations professionals in Indonesia have already acquired the necessary knowledge and skills in digital public relations. In addition to possessing knowledge and competencies in Digital Public Relations, it is observed that a significant number of Public Relations practitioners lack practical skills in analysing the vast amount of data pertaining to their organizations on the internet and other social media platforms.