ASEAN PUBLIC RELATIONS NETWORK (APRN) in collaboration with LSPR OMNI of LSPR Institute of Communication and Business held the ASEAN SPOT 12th Talk Series entitled “ASEAN SPOT: AI & The Future of PR in ASEAN” on 15th June 2023 at the Prof. Dr. Djajusman Auditorium & Performance Hall, Campus B, LSPR Jakarta. Four notable speakers were invited from Government Officials to PR experts and ESports professionals.

Opening Remarks by Dr. (H.C.) Prita Kemal Gani, MBA, MCIPR, APR, FIPR

The event started with Opening Remarks from Dr. (H.C.) Prita Kemal Gani, MBA, MCIPR, APR, FIPR, President of ASEAN PR Network and Founder & CEO of LSPR Institute of Communication & Business and continued with a Keynote Speech from H.E. Mr. Kanasugi Kenji, Ambassador Extraordinary and Plenipotentiary of Japan to the Republic of Indonesia.

During his speech H.E. Mr. Kanasugi Kenji stated that “AI in general is regarded positively in Japan. Japan has a relatively high aptitude with AI including generative AI. I believe the emergence of generative AI is expected to improve the quality life of Japan in a broader sense.”

Keynote Speech by H.E. Mr. Kanasugi Kenji – Ambassador Extraordinary and Plenipotentiary of Japan to the Republic of Indonesia

Talking about the relationship of Artificial Intelligence and Public Relations, ASEAN SPOT started their first presentation with a session from Ms. Debora Imanuella, the Senior Vice President Community & ESports Global at UniPin. During her presentation, she mentioned that “PR is essential in ESports for managing reputation, building awareness, fostering relationships, navigating crises, and promoting the industry’s growth. Effective PR strategies contribute to the long-term success and sustainability of ESports organizations, teams, players, and the industry as a whole.”

The second session followed with Ms. Felicia Nugroho, the Director, Analytics & Insight at Maverick Indonesia. Ms. Felicia stated that “There are some fundamental issues we need to be aware of in using generative Al especially for researching and measuring PR. We cannot depend on generative Al 100% to do our research and use the data for strategic decisions. Something you need to remember is that generative Al only represents part, not all, of the data required to measure PR impact. There is the other part of PR, one that makes up the heart of PR, that is the human relationship.”

The final session was closed by the third speaker Mr. Tuhu Nugraha, the Executive Director Indonesia Blockchain and Metaverse Center. He stated that “We must have creativity, it’s not that we don’t have any value compared to Al. Because once again, Al will only replace our cognitive skills but they cannot replace us in terms of emotions, imagination, creativity, problem-solving, and finding new ways to do and create something. AI only can process and crunch historical data “

Plaque of Appreciation to H.E. Mr. Kanasugi Kenji – Ambassador Extraordinary and Plenipotentiary of Japan to the Republic of Indonesia as the Keynote Speaker

Furthermore Dr. (H.C.) Prita Kemal Gani also explained that “We are now in the era of ASEAN Indonesia 2023. I’m witnessing the Public Relations transformation. When practicing Public Relations in the traditional way which was bringing press releases and photos to the office, PR 1.0. Then everything changed to PR 2.0 with the birth of online PR, where everything can be done digitally/online (website). Then to PR 3.0, the era of social media. Now it is PR 4.0, the era of AI and big data, which means all PR should be ready with all the accurate data and information.”