Social Media Public Relations Communication Model in Building Institutional Reputation in the Industrial Era 4.0

Abstract

This study seeks to analyze the communication model of social media public relations in building the reputation of agencies in the industrial era 4.0 by using new theories in communication science. By using an observation approach in several companies that implement digital PR and utilize technology to deliver messages appropriately through conventional communication channels and social media, and are supported by library research, as well as descriptive analysis, this study found that digital public relations is considered to have a close relationship the type of media used is social media. The role of digital public relations in this case is not only demanded to be able to establish good relations and cooperate with traditional publics, but also to be directly involved with a group of unintentional new influencers, in establishing relationships with customers directly through social networks, wikis, macromedia communities, forums online, groups and blogs. Thus, among all communication tools available to public relations practitioners, online communication is uniquely equipped to enable the organization and its constituents to engage in two-way communication. The importance of the focus on this online tool reflects the essence of digital public relations as a two-way communication process that comes with interactivity.