Government Public Relations Challenges In The Pancasila Values Campaign Through Social Media In The Era Of Industrial Revolution 4.0

  • Amri Dunan, Bambang Mudjiyanto, Ahmad Budi Setiawan, Karman


The industrial revolution 4.0 encourages industrial circles to transform, one of which is the public relations-public relations industry, particularly Government Public Relations-GPR. Developments in advanced technology such as Artificial Intelligence-AI, Robotic, Drone and Big Data Analytic are opportunities and challenges for the GPR of the Ministry of Communication and Informatics of the Republic of Indonesia in providing faster and more precise public information services through social media to the public. However, social media in Indonesia is filled with hoaxes and hate speech that threatens the integrity of the Indonesian nation. Therefore, the GPR at the Ministry of Communication and Informatics of the Republic of Indonesia carried out a campaign for Pancasila values through social media to create positive content a concerning Indonesia. The campaign, which contains the ideology and way of life of the Indonesian nation, is to create a healthier public space on social media. Therefore, this study aims to analyze the GPR strategy in the Pancasila values campaign through social media in the era of the industrial revolution 4.0. A qualitative approach is used in this study accompanied with focus group discussions, in-depth interviews, netnography, and literature studies as data collection methods. The results showed that GPR tends to use social media channels Twitter, Facebook, Instagram, and Youtube by collaborating with influencers and volunteers in the Pancasila values campaign. Strategies for using advanced technologies such as AI and big data analytics are needed in shaping a positive image of the Indonesian government. In the era of the industrial revolution 4.0, GPR human resources are also required to increase their competence as data analysts, content creators, and influencers.