PERAN STRATEGIS PUBLIC RELATION DALAM MEMBANGUN CITRA PERUSAHAAN DI ERA DIGITAL

Abstract

Public Relations (PR) or public relations is a strategic management function that plays a crucial role in building and maintaining harmonious relationships between an organization and its public. Alongside the development of information and communication technology, public relations practices have undergone a significant transformation towards the digital era. Social media and digital platforms are now the primary means for disseminating information, shaping image, managing reputation, and handling organizational issues and crises. This paper aims to examine the basic concepts of public relations, the transformation of PR in the digital era, PR strategies in building corporate image, and the utilization of social media in public relations activities. The method used is a literature study by reviewing various relevant literature sources. The study's findings indicate that the success of public relations in the digital era is heavily determined by the ability of PR practitioners to effectively utilize digital technology, maintain transparent two-way communication, and apply ethics in information dissemination. With appropriate and digitally adaptive PR strategies, organizations can build a positive image, increase public trust, and maintain sustainable relationships with stakeholders.