Public Relations Challenge in the Era of AI: Nezar Patria reminds of Ethical Standards

JAKARTA - Deputy Minister of Communication and Digital (Wamenkomdigi) Nezar Patria emphasized the importance of the public relations (PR) profession to start adopting artificial intelligence (AI) technology. However, the adoption of this technology must remain based on strong ethical standards in the midst of a more complex public communication landscape.

Nezar conveyed this to the Indonesian Public Relations Association (Perhumas) when opening the Kick Off of the Indonesian Public Relations Convention 2026 at the ANTARA Heritage Center, Jakarta, Saturday (11/7/2026). This event is a series leading up to the peak of the Indonesian Public Relations Convention which will be held on October 17-18, 2026 in Surakarta (Solo).

"Therefore, I think that public relations has a big challenge in how to adopt this AI technology in accordance with ethical standards, and also contribute to good practices in managing public communication work based on ethical standards," Nezar told Antara.

Nezar stated that the Ministry of Communication and Digital very supports the implementation of this convention. He also encouraged Perhumas to make the forum a discussion space for contemporary issues, especially the connection between the public relations profession and the development of AI technology.

The Challenge of Public Relations in Fighting Disinformation and AI Attacks

According to Nezar, the use of AI is now increasingly common in public communication work. On the other hand, this advanced technology is also often misused by irresponsible parties to produce disinformation, misinformation, and various forms of hoaxes.

This condition makes the boundaries between fact and fiction blurred. As a result, the risk of spreading false information to the community becomes increasingly high.

"The role of public relations is very important when the noise is so big in our communication landscape today. Disinformation, misinformation, slander, hate speech are so fast through the gadgets we have," added Nezar.

Maintaining Reputation and Public Trust

On the same occasion, the General Chair of Perhumas Boy Kelana Soebroto revealed that the Kick Off of the Indonesian Public Relations Convention 2026 was a first step to strengthen the future of the public relations and communication profession in Indonesia.

"In an era of rapid change, AI, and information that moves without limits, a reputation built over many years can change in just minutes. This is where the role of public relations becomes increasingly strategic because trust becomes something expensive," said Boy.

Boy added that this year's convention carries the theme "Public Relations as a Nation's Power, Weaving Trust, Moving the Nation (A Festival of Trust and Influence)". This theme was chosen because the role of public relations has now shifted; no longer just a communicator of information, but as a guardian of trust as well as a bridge between institutions and the public.

This collaborative forum will bring together practitioners, academics, media, stakeholders, and the younger generation to strengthen trust as the main capital for national progress.