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In order to celebrate the 26th Orange Day, the Faculty of Communication Sciences, Esa Unggul University, held a webinar with the theme PR 5.0: Utilization of Artificial Intelligence and Big Data in the Public Relations profession in the Digital Era. The event, which was held on Saturday, June 21, 2025, was attended by more than 180 participants, not only from Esa Unggul University students but also from various external universities and various agencies.

The webinar was hosted by MC, Marcellyn Rivera, a student of Esa Unggul University, and moderator Dr. Fajarina, S.I.P., M.Si. This event presented two competent speakers who provided deep insights into the world of Public Relations in the digital era, namely:

1. Rizky Chaerulsyah Saragih, S.Ikom, IAPR, with the material “Let’s Talk PR in the Age of AI”.

2. Dr. Erna Febriani, S.Si, M.Si, with the material “Preparing Graduates Ready to Utilize AI and Big Data in the Public Relations Profession”.

In the first session, Rizky Chaerulsyah Saragih, S.Ikom, IAPR explained the development of PR from era 1.0 to 5.0, as well as the importance of technology utilization in the world of PR. He said that the world of PR cannot be separated from the use of internet data, which must be based on valid and accurate data sources. In the beginning (Era 1.0), PR relied on print media whose information took a long time to reach the public. Then, in Era 2.0, PR switched to online media that allowed information to be delivered quickly and in real-time. Furthermore, in Era 3.0, PR began to utilize data analysis to interact with the media, netizens, and understand trends through data analytics. Entering Era 4.0, PR became more sophisticated with the use of cutting-edge technologies such as artificial intelligence (AI), Big Data, and other digital tools. Now, in Era 5.0, PR is becoming more integrated and using the latest technology to create more effective communication strategies.

“Keep in mind that the importance of the human brain’s ability that cannot be replaced by AI, should be used to embellish existing ideas, not to replace them. But with the emergence of AI and Big Data, the PR profession must become a verifier of the algorithms used by these technologies.” Rizky said.

Then in the second session delivered by Dr. Erna Febriani, S.Si, M.Si, about “Preparing Graduates Ready to Utilize AI and Big Data in the Public Relations Profession”. She revealed that PR today must be more adaptive in facing technological changes. Research and two-way communication are the main keys in the world of PR, technology must be used as a supporting tool, not something that replaces the role of humans. Technology such as AI and Big Data should help speed up work and improve research, so that PR can make strategic programs and impactful decisions, without forgetting ethics and professionalism. Technology brings many advantages, such as making PR more proactive, enabling more personalized and effective messaging, and speeding up decision-making. However, there are also challenges, such as data privacy risks, the spread of misinformation, and dependencies that can undermine critical thinking or direct interaction with audiences.

The Rector of Esa Unggul University, Dr. Ir. Arief Kusuma Among Praja, ST, MBA, IPU, ASEAN Eng, gave high appreciation for the organization of this activity which is in line with the campus vision in presenting digital and global-based education. “Esa Unggul University continues to encourage students and lecturers to be adaptive to changing times. This webinar is part of an academic transformation that emphasizes the importance of mastering technologies such as AI and Big Data in the world of communication. We believe that graduates of FIKOM Esa Unggul will become strategic communication pioneers who not only rely on technology, but also uphold ethical values and humanism,” said the Rector.

With an in-depth presentation from both speakers, it is hoped that participants can understand and apply the knowledge gained in facing the challenges of an increasingly digital PR industry.

This webinar was closed by symbolically giving certificates to the speakers followed by a group photo session and thanking all participants, speakers, and the committee team for supporting the success of the event.