The Society 5.0 era, marked by the rapid advancement of digital technology and artificial intelligence (AI), has fundamentally transformed the communications landscape. In this environment, public relations professionals can no longer rely on conventional mindsets and ways of working. As the flow of information moves without borders, disinformation grows increasingly widespread, and public trust becomes ever more fragile, public relations is being called to transform into a profession that is adaptive, data-driven, and trust-oriented.

Within this context, UIN Sunan Kalijaga Yogyakarta sent two of its public relations officers, Associate Public Relations Officer RTM Maharani and Junior Public Relations Officer Ira Nurhasanah, to serve as panelists at the Indonesia Government Public Relations Summit 2026, held from Monday (7/27/2026) through Wednesday (7/29/2026), hosted by IPRAHUMAS NTB.

IPRAHUMAS NTB Chair Suhirman Adita affirmed that public relations professionals serve as the frontline in delivering information to the public. However, he noted, that role is no longer simple, given the growing complexity of communication challenges in the digital era. Public relations professionals, he said, must stand firm as the frontline guardians of institutional reputation.

A similar point was raised by IPRAHUMAS National Executive Board Secretary General Dr. Mayrianti Annisa Anwar. She said the world is currently navigating a period of profound uncertainty: technology is advancing at breakneck speed, AI is developing rapidly, social media moves without limits, and disinformation and digital manipulation continue to rise. These conditions, she said, are contributing to a crisis of public trust that must be addressed collectively.

“Public relations today is not just about delivering information, it's about safeguarding public trust, serving as the link between government policy and public needs, and acting as a navigator amid the rapid flow of information,” she said.

She stressed that government policy cannot simply be communicated; it must be understood, trusted, and accepted by the public. Public relations professionals, she said, are therefore required to sharply read emerging issues, manage crises effectively, handle data strategically, and uphold ethics and professionalism.

“Professional organizations like this one play an important role in strengthening capacity and expanding public relations networks. Improving the competency of human resources is a necessity, achieved through training, certification, continuous learning, and stronger digital literacy,” she said.

She further emphasized the importance of transforming public relations practice around data and innovation. A data-driven approach, she said, enables more targeted and impactful communication, while also serving as a key instrument in building government that is open, participatory, and trusted by the public.

At the same event, State Islamic University of Mataram Rector Prof. Masnun added that synergy is key to navigating the 5.0 era. Public relations professionals, he said, must be able to generate communication innovations, harness the dynamics of information, including the potential for content to go viral, and strengthen communication literacy grounded in sound scholarship.

He also highlighted the challenge posed by the speed of information, noting that the public now demands information that is both real-time and trustworthy. In this environment, he said, public relations professionals are expected to serve as a calming presence amid heated information dynamics, offering data-driven clarification.

“Strengthen literacy, strengthen synergy, and strengthen integrity,” he affirmed.

Meanwhile, NTB Communications and Informatics Agency Head Dr. Akhsanul Khalik stressed that change is happening every day, every minute, even. AI, he said, has transformed how the public searches for information while also shaping public opinion and building trust.

“Information can be produced in a matter of seconds, but trust can only be built through long-term consistency and integrity. Public relations professionals therefore serve not only as conveyors of information, but also as the face and the ears of government. Public relations does not just carry the government's voice to the public, it also carries the public's voice back to policymakers,” he said.

The use of AI in government administration is expected to expand further, from accelerating data analysis to improving the responsiveness of public services. Even so, technology will never replace fundamental values such as honesty, empathy, integrity, and conscience.

“Technology is only a tool; it is people who determine the direction in which it is used,” he affirmed.

The forum served as a space for reflecting on the growing level of competency required of public relations professionals amid the rising demands of the 5.0 era. In this context, public relations professionals are called to continuously update their skills and adapt to the times, so they can deliver information the public truly needs in a way that is accurate, timely, and relevant. It is through this process that public relations professionalism is built, and public trust grows naturally as a result. (humassk)