Public Relations Transformation: From Monologue to Dialogue, From Control to Collaboration
Jakarta, June 11, 2025 – In the midst of fast-moving information flows and the strong influence of social media in shaping public views, public relations practices are now in an important phase of change. This was the focus of an Intensive Learning Session held by Kompas Institute titled “Strategic Public Relations in the Digital Age”, with Elvera N. Makki, a strategic communication practitioner with more than two decades of experience and President of IABC Indonesia.
Raising the topic of Digital Public Relations Transformation, Elvera highlighted that changes do not only occur in channels and technology, but in mindset and relationships between institutions and the public. “Public relations is no longer about controlling messages, but about creating meaningful connections,” she emphasized. Today, successful communication is not what sounds the loudest, but what the audience hears and feels the most.
In her presentation, Elvera explained how the PR world is moving from one-way communication that has been dependent on conventional media to two-way communication that is dialogic, fast, and full of empathy. Social media, websites, and chatbots have become new interaction spaces that demand speed, accuracy, and ethical sensitivity.
“The changing times require us, communication practitioners, to be more humane,” she said. “Amidst the flood of information and changing algorithms, empathy and honesty remain the anchors of trust.”
In this dynamic session, Elvera also elaborated on the challenges of the digital era, from hoax attacks, viral crises, to unexpected algorithm pressure. But behind the complexity, she sees opportunity: PR can be more inclusive, transparent and socially impactful. “We can’t just be messengers. We have to be the guardians of trust,” he says. She also shared important principles in building digital reputation: authentic, valuable, collaborative and responsive.
Interestingly, Elvera underlined the importance of digital communication ethics. “In an era where everyone can talk, values such as honesty, verification, and respect for privacy are the foundation of long-term reputation,” she said. Ethics are not just rules, but a commitment to being an agent of change in an increasingly sensitive public space.
The session not only added technical insights, but also touched on the philosophical aspects of the public relations role itself. This profession is not just about shaping perceptions, but creating spaces of interaction that build trust, encourage social change, and care for human values. In a digital age, being relevant means staying human.