Along with the vast development of technology, all industries in the world must quickly adapt to the new conditions. Besides, the massive disruption caused by the COVID-19 pandemic forces Public Relations practitioners to closely observe any shift in the behavior patterns of various parties, especially the community, in order to determine the right approach strategies.
“I can’t go back to where I used to be … A whole new world.” quoting lyrics from the original soundtrack in the animated movie Aladdin (1992), Agung Laksamana uses it to open the first chapter in his new book entitled “Adapt or Die! Navigating the new world of PR ”. The song lyrics are relevant to the year of 2020-2021. Not only Princess Jasmine and Aladdin, but we are also forced to survive in the era of ‘A Whole New World’ or a new normal. The book “Adapt or Die” discusses the phenomenons that changed the scheme of the world of Public Relations, such as Artificial Intelligence (AI), a new era of journalism, hoaxes, fake news and the era of adaptation to new habits. In his book, Agung Laksamana as the author and chairman of PERHUMAS Indonesia emphasizes the importance of adapting as a necessity to Public Relations practitioners.
“This is the current reality. There are AI, Robots, new journalism, new influencers and COVID-19 that has changed the world. The PR industry, especially PR practitioners are forced to adjust as quickly as possible to adapt to this ‘new world’,”said Agung in the event ‘‘Book Discussion: PR Adapt or Die’ by PERHUMAS Indonesia on January 22nd, 2021. According to Agung, currently many professions have been displaced by technological advances, one of which could be Public Relations. The appearance of influential figures on social media, such as influencers, key opinion leaders, SJW (Social Justice Warrior) and others, opens opportunities as well as challenges for Public Relations practitioners. This is the point of the argument of this book, where Public Relations practitioners must be adaptive and smart in facing the changing world.
Nabilla Kusuma Vardhani, S.I.P, M.A, as a lecturer of Bachelor of Applied English program at Sekolah Vokasi Universitas Gadjah Mada and also as a Public Relations practitioner at the Sekolah Vokasi said, “Of course PR must adapt in every situation. As Mr. Agung Laksamana said, the world of PR is developing. So, PR officers must be agile, responsive, creative, technology-savvy, and right on target.”
In line with this perspective, Alfelia Nugky Permatasari, S.S., M.A., lecturer of Bachelor of Applied English program at Sekolah Vokasi Universitas Gadjah Mada and also as a Public Relations practitioner of the Sekolah Vokasi explains, “As long as someone needs to be represented as whatever they want, Public Relations will stay afloat no matter how disturbed the world is. It may adapt, change shape and evolve, but it will never cease to exist.”
Writer: Trishna Dewi Wulandari