Deputy Minister of Communication and Digital Nezar Patria urged Indonesia's public relations profession to adopt artificial intelligence technology under strict ethical standards, speaking Saturday at the Kick Off of the Indonesian Public Relations Convention 2026 in Jakarta. The event, held at the ANTARA Heritage Center, sets the stage for the full convention scheduled for October 17-18, 2026 in Surakarta.
Patria addressed the Indonesian Public Relations Association (Perhumas) directly, framing AI adoption as both an opportunity and a risk for practitioners managing increasingly complex public communication challenges.
The ethical challenge of adopting AI in public relations
"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," Patria said. He added that the Ministry of Communication and Digital fully supports the convention and wants Perhumas to use the forum for tackling contemporary issues at the intersection of PR and AI development.
The push for ethical AI adoption comes as more PR teams explore AI for PR & Communications, from media monitoring to content creation. Patria's remarks signal that regulators expect the profession to move beyond experimentation toward codified standards.
Disinformation and the blurred line between fact and fiction
Patria warned that AI tools are increasingly misused to produce disinformation, misinformation, and hoaxes at scale. The result, he said, is a communication environment where distinguishing fact from fiction has become harder for the public.
"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," Patria said. He described the situation as one where false narratives can spread before organizations have time to respond.
Trust as the new currency for PR professionals
Boy Kelana Soebroto, General Chair of Perhumas, reinforced the stakes. "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," Boy said.
This year's convention carries the theme "Public Relations as a Nation's Power, Weaving Trust, Moving the Nation." Boy said the role of PR has shifted from information communicator to guardian of trust and bridge between institutions and the public. The forum will bring together practitioners, academics, media, stakeholders, and younger professionals to strengthen trust as a foundation for national progress.
Why this matters for PR and Communications
Patria's call places ethical AI adoption at the center of the profession's near-term agenda. For practitioners, the message is twofold: AI skills are no longer optional, but using those tools without a clear ethical framework exposes organizations to reputation risk that can unfold in minutes. PR professionals looking to build practical AI skills can follow a structured AI Learning Path for Public Relations Specialists covering brand communication, media outreach, and crisis management. The convention in October will test whether the industry can turn individual adoption into shared standards.
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