Deputy Minister Nezar stresses importance of ethical PR amid AI adoption

Deputy Minister of Communication and Digital Affairs Nezar Patria has emphasised the importance of the public relations profession adopting artificial intelligence technology while remaining grounded in ethical standards, amid an increasingly complex public communication landscape. The assertion was delivered to the Indonesian Public Relations Association (Perhumas) during the kick-off event for the 2026 Indonesian Public Relations Convention at the ANTARA Heritage Center in Jakarta on Saturday, as part of the lead-up to the convention scheduled for 17-18 October 2026 in Surakarta (Solo). “Therefore, I think PR faces a significant challenge in how to adopt this AI technology in accordance with ethical standards, and also to contribute good practices in managing public communication work based on ethical standards,” Nezar told ANTARA. According to him, the Ministry of Communication and Digital Affairs welcomes and supports the organisation of the 2026 Indonesian Public Relations Convention. He also encouraged Perhumas to make the forum a space to discuss contemporary issues, particularly the relationship between the PR profession and the development of new technologies such as AI. Nezar said AI is now increasingly common in public communication work. On the other hand, the technology is also being used to generate disinformation, misinformation, and various forms of information abuse. He assessed that this situation makes the role of PR increasingly important amidst a communication landscape marked by blurred boundaries between fact and fiction and the risk of misinformation reaching the public. “The role of PR becomes very important when the noise in our communication landscape today is so great, and also disinformation, misinformation, slander, and hate speech are so intense, arriving through the devices we hold,” he added. On the same occasion, Perhumas Chairman Boy Kelana Soebroto said the kick-off for the 2026 Indonesian Public Relations Convention is an initial step to strengthen the future of the PR and communication profession in Indonesia amid increasingly rapid changes. “In an era full of such rapid change, AI, information that moves without boundaries, disinformation spreading more massively, a reputation built over years can change in just minutes. And amidst all that, trust becomes something increasingly valuable; this is where the role of PR becomes more strategic,” said Boy. He added that the theme “PR as National Power, Weaving Trust, Moving the Nation” was chosen because PR no longer merely acts as a conveyor of information, but as a guardian of trust as well as a bridge between institutions and the public. The 2026 Indonesian Public Relations Convention, organised by Perhumas, carries the theme “PR as National Power, Weaving Trust, Moving the Nation (A Festival of Trust and Influence)” as a collaborative forum bringing together practitioners, academics, media, stakeholders, and the younger generation to strengthen trust as capital for national progress.