Jakarta (ANTARA) - Communication and Informatics Minister Budi Arie Setiadi has urged public relations (PR) practitioners to support two national priority agendas in 2024, namely, peaceful general elections and the relocation of the national capital to Nusantara.

"Considering the strategic role of public communication, I invite PR practitioners to join collaboration to support the 2024 national agendas, namely peaceful general elections and capital city Nusantara," he said, according to a press release issued on Friday.

He made the statement at the eight-year anniversary commemoration of PR Indonesia here on Thursday (September 21, 2023).

According to Setiadi, PR practitioners can lend their support by creating a healthy digital space. The aim is to preserve the nation's unity, especially ahead of the political year in 2024.

PR practitioners, he said, are expected to support the government's efforts to prevent the spread of negative content, support digital literacy improvement, and participate in amplifying information about peaceful general elections on various platforms.

Meanwhile, in the capital city relocation agenda, PR practitioners are considered to have an important role in terms of providing appropriate information about the relocation. Various issues regarding moving the capital city will need to be managed well.

"PR must be a credible source in increasing public knowledge and supporting public participation in IKN (capital city) development through positive and balanced reporting," he said.

On the occasion, he also encouraged the PR industry in Indonesia to adopt artificial intelligence (AI) technology to boost their performance.

"In welcoming a community that is increasingly more digital, the adoption of the latest technology in PR can be carried out in various activities from social media marketing to media database creation," he said.

By using AI, PR practitioners can develop relevant and integrated messages and strategies more quickly. Some of the AI technologies that are currently developing are keyword search and data analysis.

"AI's ability to assist with important activities in PR has an impact on PR productivity and efficiency, which increased by 10 percent to 15 percent," he explained.

The minister said that a survey has shown that AI has helped 40 percent of PR activities. According to him, this shows that the adoption of AI in PR activities has the potential to continue to be developed.

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Translator: Fathur Rochman, Raka Adji
Editor: Rahmad Nasution
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