Digital Public Relations Literature Review on Adaptation of Communication Strategy in the Industrial Era 4.0

Abstract

The development of digital technology in the Industry 4.0 era has brought significant changes to public relations (PR) practices. This study aims to systematically review the literature that discusses how communication strategies in PR practices adapt to digital transformation. Using the literature study method, this study examines various relevant scientific sources, both in the form of academic journals, books, and research reports from 2014 to 2024. The main focus includes the use of digital technologies such as social media, big data, artificial intelligence, and automation in organizational communication processes. The results of the study indicate that the digitalization of PR practitioner training not only masters traditional communication skills, but also digital competencies such as digital content management, social media analysis, and the use of data in decision-making strategies. This study also identifies key challenges in the transition to digital PR, including ethical issues, data security, and the need for high digital literacy. This study contributes to the academic and practical understanding of the evolution of PR communication strategies in the context of the industrial revolution 4.0.