Adjudikasi Reputasi dan Rekonstruksi Praktik Public Relations Metro TV di Era Artificial Intelligence
Abstract
Disrupsi teknologi Artificial Intelligence (AI) tidak hanya mengubah lanskap media, tetapi juga memaksa fungsi Public Relations (PR) untuk bertransformasi secara fundamental. Penelitian ini menyelidiki praktik adjudikasi reputasi dan rekonstruksi strategi PR di Metro TV sebagai respons terhadap era digital ini. Secara spesifik, penelitian ini bertujuan untuk: (1) menginvestigasi perubahan struktur dan prosedur fungsi pr dalam mengintegrasikan kanal digital; (2) menganalisis peran strategis adjudikasi reputasi dalam memerangi misinformasi dan disinformasi; serta (3) merumuskan model rekonstruksi fungsi pr dalam pengelolaan citra dan komunikasi publik di era ai. Metode studi kasus dengan analisis kualitatif dan kritis digunakan untuk memetakan transformasi strategi PR Metro TV dalam menghadapi disrupsi AI dan tantangan reputasi. Transformasi PR Metro TV di era digital menjadi upaya holistik yang mengintegrasikan pendekatan teknokratis, strategi adjudikasi reputasi, dan rekonstruksi fungsi PR ke dalam sebuah model kolaboratif yang responsif. Keberhasilan transformasi ini dalam mempertahankan relevansi, kredibilitas, dan ketahanan reputasi institusi sangat bergantung pada sinergi tiga pilar utama: pemanfaatan teknologi (AI), penerapan kebijakan etika yang transparan, dan pengembangan kompetensi SDM yang adaptif untuk membangun hubungan jangka panjang dengan audiens di tengah ekosistem digital yang rentan. rekomendasi strategis yang dapat diimplementasikan adalah mengonsolidasikan ketiga pilar melalui pendekatan integratif yang menyelaraskan kemampuan teknokratis dengan penguatan kapasitas manusia dan nilai-nilai etika. Saran hasil penelitian, PR perlu mengimbangi kecanggihan AI dengan peningkatan kapasitas SDM, perkuat dialog partisipatif dengan audiens, dan lakukan audit komunikasi berkala untuk memastikan konsistensi dan legitimasi strategi. Penelitian juga merekomendasikan mengonsolidasikan ketiga pilar melalui pendekatan integratif yang menyelaraskan kemampuan teknokratis dengan penguatan kapasitas manusia dan nilai-nilai etika.
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Anjani, F., & Setyanto, Y. (2021). Public Relations of Metro TV Strategy in Maintaining Image Through CSR BT - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021). 863–868. https://doi.org/10.2991/assehr.k.210805.136
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Fazri, M., & Dharmawan, I. (2023). Analisis Pengelolaan Media Sosial dalam Strategi Komunikasi Digital. Jurnal Komunikasi Nusantara, 7(1), 45–58.
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Hartiana, R. (2024). Adaptasi Public Relations di Era Digital: Studi Kasus Media Indonesia. Jurnal Komunikasi.
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Karundeng, Y., & Pesak, Y. (2023). Peran Komunikasi Humas dalam Membangun Kepercayaan Publik. Jurnal Sosial Humaniora, 6(1), 12–24.
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Lukmiyati, S. (2021). Strategi Repositioning Stasiun Televisi Lokal: Pelajaran untuk TV Nasional. Jurnal Media Lokal.
Nikolova, M. (2024). AI Ethics and Governance in Media Organizations: Implications for Public Relations. International Journal of Media Management, 26(1), 45–59.
Ningrum, D. A., Briandana, R., & Mulyana, A. (2024). Metro TV’s editorial strategy to controversial sources. Jurnal Ilmu Komunikasi, 18(1). https://doi.org/https://doi.org/10.21107/ilkom.v18i1.24997
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Rahadian, F., & Putri, L. S. (2023). Audit komunikasi internal dan ketahanan organisasi dalam manajemen krisis. Journal of Strategic Communication Studies, 12(2), 87–104.
Schreier, M. (2012). Qualitative Content Analysis in Practice. SAGE Publications Ltd. https://uk.sagepub.com/en-gb/eur/qualitative-content-analysis-in-practice/book234968
Shahbazi, M. (2024). Social media trust: Fighting misinformation in the time of crisis. [Journal — ScienceDirect/Elsevier], [volume unknown]([issue unknown]), [start page unknown]-[end page unknown]. https://doi.org/[doi if available]
Siregar, D. A. (2022). Pemulihan reputasi dan pembelajaran pascakrisis pada lembaga penyiaran nasional. Indonesian Journal of Media and Public Relations, 5(3), 142–156.
Susilo, A., & Fauzy, A. (2021). Cross platform Social Media Management: A Case Study on Cyber Public Relations Implementation of Indonesia’s Private TV Station in Building External Stakeholders Engagement. Technium Social Sciences Journal, 20(1), 287–301.
Theunissen, P., & Sissons, H. (2018). Relationship Building in Public Relations. Routledge.
Wachid, A., Wulandari, F., & Nasution, A. (2024). Transformasi Kompetensi Public Relations di Era Digital: Analisis Literasi Teknologi dan Tantangan Etika. Jurnal Ilmu Komunikasi Indonesia, 9(3), 211–230.
Wang, X., Bart, Y., Netessine, S., & Wu, L. (2025). Impact of Multi-Platform Social Media Strategy on Sales in E-Commerce. SSRN Research Paper. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=5171268
Widyastuti, S., Astuti, W., & Burhan, A. (2021). Manajemen Krisis pada Lembaga Penyiaran Televisi. Jurnal Komunikasi Pembangunan, 19(2), 155–170.
Yin, R. K. (2018). Case study research and applications: Design and methods. sage.
Zerfass, A., Buhmann, A., Tench, R., Verčič, D., & Moreno, Á. (2022). Excellence in Public Relations Departments: A Comparative Excellence Framework. Journal of Communication Management, 26(2), 89–107. https://doi.org/10.1108/JCOM-07-2021-0094
Abdullah, A., Nurmiarani, N., & Sadjijo, B. (2024). Pengelolaan Media Sosial Humas Metro TV dalam Komunikasi Korporat. Jurnal Komunikasi Nusantara, 8(2), 101–115.
Anjani, F., & Setyanto, Y. (2021). Public Relations of Metro TV Strategy in Maintaining Image Through CSR BT - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021). 863–868. https://doi.org/10.2991/assehr.k.210805.136
Arini Ulfa Satira, & Rossa Hidriani. (2021). Peran Penting Public Relations Di Era Digital. Sadida: Islamic Communications and Media Studies, 1(2 SE-Articles), 179–202. https://doi.org/10.22373/sadida.v1i2.1612
Babatunde, K. A. (2022). Public relations and social media for effective crisis management. Jurnal Pemerintahan Dan Bisnis Publik, 8(1), 12–29.
Coombs, W. T. (2022). Situational Crisis Communication Theory. In The Handbook of Crisis Communication (pp. 123–140). Wiley.
Cornelissen, J. P. (2020). Corporate Communication: A Guide to Theory and Practice (6th ed.). SAGE Publications.
Creswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (4th (ed.)). Sage Publications.
Fairclough, N. (2003). Analysing discourse: Textual analysis for social research. Routledge.
Fazri, M., & Dharmawan, I. (2023). Analisis Pengelolaan Media Sosial dalam Strategi Komunikasi Digital. Jurnal Komunikasi Nusantara, 7(1), 45–58.
Gibbs, J. (2010). Linda L. Putnam and Anne M. Nicotera, eds.: Building Theories of Organization: The Constitutive Role of Communication. Administrative Science Quarterly, 55(1), 159–161. https://doi.org/10.2189/asqu.2010.55.1.159
Harahap, D. (2024). Pemahaman Audiens Digital dan Strategi Komunikasi di Media Berita. Jurnal Ilmu Komunikasi.
Hartiana, R. (2024). Adaptasi Public Relations di Era Digital: Studi Kasus Media Indonesia. Jurnal Komunikasi.
Irwansyah. (2025). Artificial Intelligence and Public Relations Synergy in Digital Health Transformation: Strategic Insights and Ethical Considerations. KOME: An International Journal of Pure Communication Inquiry, 13(1), 1–15. https://doi.org/10.17646/KOME.of.33
Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. University Press.
Karundeng, Y., & Pesak, Y. (2023). Peran Komunikasi Humas dalam Membangun Kepercayaan Publik. Jurnal Sosial Humaniora, 6(1), 12–24.
Kim, H. S. (2022). Fact-Checking and Audience Engagement. [Journal of Journalism/Media Studies], [volume unknown]([issue unknown]), [start page unknown]-[end page unknown]. https://doi.org/10.1080/21670811.2021.2006073
Kurniawan, A. (2024). Evaluasi pascakrisis dan optimalisasi strategi komunikasi digital pada organisasi publik. Jurnal Komunikasi Dan Informasi Publik, 6(1), 1–15.
Kurniawan, A., & Barata, S. S. (2025). Transformasi Media Relations di Era Digital: Studi Kasus di Indonesia. Reslaj. https://journal-laaroiba.com/ojs/index.php/reslaj/article/view/9426?utm_source=chatgpt.com
Lindlof, T. R., & Taylor, B. C. (2011). Qualitative Communication Research Methods (3rd ed.). Sage Publications.
Lukmiyati, S. (2021). Strategi Repositioning Stasiun Televisi Lokal: Pelajaran untuk TV Nasional. Jurnal Media Lokal.
Nikolova, M. (2024). AI Ethics and Governance in Media Organizations: Implications for Public Relations. International Journal of Media Management, 26(1), 45–59.
Ningrum, D. A., Briandana, R., & Mulyana, A. (2024). Metro TV’s editorial strategy to controversial sources. Jurnal Ilmu Komunikasi, 18(1). https://doi.org/https://doi.org/10.21107/ilkom.v18i1.24997
Nuortimo, K. (2024). Exploring corporate reputation and crisis communication. Journal of Marketing Analytics, [volume unknown]([issue unknown]), [start page unknown]-[end page unknown]. https://doi.org/10.1057/s41270-024-00353-8
Park, S. (2024). The relationship between news trust, mistrust and ... [Journal Name — SAGE], [volume unknown]([issue unknown]), [start page unknown]-[end page unknown]. https://doi.org/[doi if available]
Pinto, R., & Bhadra, A. (2024). Smarter Public Relations with Artificial Intelligence: Leveraging Technology for Effective Communication Strategies and Reputation Management. Revista Electronica de Veterinaria, 25(1), 2141–2149. https://doi.org/10.69980/redvet.v25i1.1028
Rahadian, F., & Putri, L. S. (2023). Audit komunikasi internal dan ketahanan organisasi dalam manajemen krisis. Journal of Strategic Communication Studies, 12(2), 87–104.
Schreier, M. (2012). Qualitative Content Analysis in Practice. SAGE Publications Ltd. https://uk.sagepub.com/en-gb/eur/qualitative-content-analysis-in-practice/book234968
Shahbazi, M. (2024). Social media trust: Fighting misinformation in the time of crisis. [Journal — ScienceDirect/Elsevier], [volume unknown]([issue unknown]), [start page unknown]-[end page unknown]. https://doi.org/[doi if available]
Siregar, D. A. (2022). Pemulihan reputasi dan pembelajaran pascakrisis pada lembaga penyiaran nasional. Indonesian Journal of Media and Public Relations, 5(3), 142–156.
Susilo, A., & Fauzy, A. (2021). Cross platform Social Media Management: A Case Study on Cyber Public Relations Implementation of Indonesia’s Private TV Station in Building External Stakeholders Engagement. Technium Social Sciences Journal, 20(1), 287–301.
Theunissen, P., & Sissons, H. (2018). Relationship Building in Public Relations. Routledge.
Wachid, A., Wulandari, F., & Nasution, A. (2024). Transformasi Kompetensi Public Relations di Era Digital: Analisis Literasi Teknologi dan Tantangan Etika. Jurnal Ilmu Komunikasi Indonesia, 9(3), 211–230.
Wang, X., Bart, Y., Netessine, S., & Wu, L. (2025). Impact of Multi-Platform Social Media Strategy on Sales in E-Commerce. SSRN Research Paper. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=5171268
Widyastuti, S., Astuti, W., & Burhan, A. (2021). Manajemen Krisis pada Lembaga Penyiaran Televisi. Jurnal Komunikasi Pembangunan, 19(2), 155–170.
Yin, R. K. (2018). Case study research and applications: Design and methods. sage.
Zerfass, A., Buhmann, A., Tench, R., Verčič, D., & Moreno, Á. (2022). Excellence in Public Relations Departments: A Comparative Excellence Framework. Journal of Communication Management, 26(2), 89–107. https://doi.org/10.1108/JCOM-07-2021-0094
DOI: https://doi.org/10.52447/promedia.v11i2.8976
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