AI-Based Media Intelligence In Digital Public Relations 4.0: A Case Study of Kurasi Media Nusantara

DOI

10.2991/978-2-38476-622-2_19How to use a DOI?

Keywords

artificial intelligence; Digital PR 4.0; media intelligence; reputation management; sensemaking

Abstract

The digital transformation of public relations has encouraged communication practices to become increasingly data-driven, real-time, and technology-supported. This study examines the use of AI-based media intelligence in supporting reputation and crisis management at Kurasi Media Nusantara. Drawing on Doorley and Garcia’s Reputation Management concept and Karl Weick’s Sensemaking Theory, this study employed a qualitative case study approach. Data were collected through semi-structured interviews with the strategic manager, media analyst, and communication practitioner of Kurasi Media Nusantara, as well as a Corporate Communication representative of PT ASDP Indonesia Ferry (Persero) as an external service user. The findings show that artificial intelligence accelerates media data collection, initial sentiment classification, issue identification, and information summarization. However, automated outputs still require human validation because sentiment and issue urgency depend on language context, media framing, industry characteristics, and organizational conditions. Sensemaking occurs through a continuous process of selecting, comparing, validating, and contextualizing media data before transforming it into communication insights and recommendations. Media intelligence also supports reputation management by monitoring public perceptions, distinguishing routine issues from reputational risks and potential crises, and providing early warnings for communication responses. The study demonstrates that AI-based media intelligence functions as a strategic decision-support system rather than merely a data-collection tool. Its effectiveness depends on collaboration between technology, professional judgment, and organizational knowledge.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Naifah Kurnia
AU  - Salman Alfarisyi Lesmana
PY  - 2026
DA  - 2026/10/06
TI  - AI-Based Media Intelligence In Digital Public Relations 4.0: A Case Study of Kurasi Media Nusantara
BT  - Proceedings of the International Conference on Communication, Digital Ecosystem, and Society (ICODES 2026)
PB  - Atlantis Press
SP  - 273
EP  - 283
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-622-2_19
DO  - 10.2991/978-2-38476-622-2_19
ID  - Kurnia2026
ER  -