Influencer relations: the new paradigm of public relations

Dr. Adi Sumandiyar, S.Sos., M.Si., dkk. · 2023

Abstrak

Digitalisation has become an integral part of people's daily lives,
particularly with the significant impact of the COVID-19 pandemic. In the past, Public
Relations (PR) primarily focused on public branding, catering mostly to a select
audience. However, the rise of Digital Uses and Gratifications has led to a
transformation in media dynamics, giving rise to a new paradigm known as Corporate
Communications and Influencer Marketing. In this research, AI Machine learning and
Pattern Analysis was employed to examine the patterns of the Influencer aspect within
Public Relations. This emerging PR paradigm demonstrates the dynamic nature of the
field as it expands to encompass new dimensions. Incorporating Influencer Relations
to promote products requires integrating Corporate Communications skills to establish
a thriving Influencer Relations industry. This highlights the evolving nature of PR in
response to the changing media landscape, indicating the need for a comprehensive
approach to harnessing the potential of digitalisation and Influencer Marketing in
modern Public Relations practices.