OPPORTUNITIES AND CHALLENGES OF ORGANIZATIONAL COMMUNICATION ON PUBLIC RELATIONS IN THE DIGITAL ERA

Abstract

In the current era of digitalization, public services are both an opportunity and a challenge for organizations to provide services to the community, communication needed as a process of delivering information both internally and externally. Public relations is a liaison organ between the organization and the community for information services both internally and externally. This study aims to analyze the opportunities and challenges of digital media (new media) for organizations, the use of digital media by organizations, the overflow of public information, and the role of public relations in organizations. The method used is descriptive qualitative literature study that is relevant to various existing data. The results show that there are four opportunities and challenges of organizational communication. First, the increasing use of digital media among Indonesians is currently an opportunity for organizations. Second, the use of digital media by organizations as an opportunity to improve their image in the eyes of the public. Third, the role of professional and strategic public relations in mastering information technology and digital media is very much needed for organizational communication today. Fourth, organizations need professional, strategic public relations and mastering digital media information technology.