Artificial Intelligence and Public Relations Synergy in Digital Health Transformation : Strategic Insights and Ethical Considerations

Irwansyah, Irwansyah (2025) Artificial Intelligence and Public Relations Synergy in Digital Health Transformation : Strategic Insights and Ethical Considerations. KOME: AN INTERNATIONAL JOURNAL OF PURE COMMUNICATION INQUIRY, 13 (2). pp. 95-118. ISSN 2063-7330

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Abstract

Indonesia devised a Digital Health Transformation Strategy Blueprint in 2024. The aim of the blueprint is to use the Indonesian Health Services (IHS) platform data to develop healthcare professionals’ competencies and formulate sound, evidence-based policies. Nevertheless, there has been a failure to recognise the role of public relations (PR) practitioners in facilitating digital and artificial intelligence (AI) adoption in health transformation strategy. This research, therefore, applied a social-technological system of public relations and artificial intelligence to investigate the needs, skills, abilities and competencies of PR practitioners for digital health transformation, emphasising the use of AI in its application and the ethical considerations around that. The study employed a sequential mixed methods approach that involved focus group discussion (FGD) and survey design. It emerges that, among PR qualifications, organisational strategic support, adaptability to AI technologies, ability to design and execute AI data-driven communication campaigns, and analytical skills for AI applications are significant. The study found that autonomy, fairness in accessing personal information, and respect for roles were key ethical issues considered by PR practitioners. As such, this study stresses technical and analytic skills, including ethical concerns, which must be met by PR practitioners supporting digital health transformation.

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