SHIFTING STRATEGIES FROM PUBLIC RELATIONS TO PUBLIC LEADERSHIP: MAJOR CHALLENGE OF PUBLIC RELATIONS PRACTITIONERS IN INDONESIA
This study provides an overview of public relations practices in Indonesian businesses and government institutions. Practitioners are concerned about the profession's future prospects. Is it possible for them to return to embrace and adapt to the new technological era, or is this profession history? This study explores and maps the reality of public relations practice using qualitative methods and a case study approach. Semi-structured interviews were used to collect qualitative insights from professionals at reputable consulting firms who work with clients from a variety of industries, chairpersons of public relations associations, and senior-level practitioners in some of Indonesia's largest companies. The findings show that public relations practitioners in Indonesia are still stuck in a rut and going through the motions. In responding to current challenges and phenomena, the function of public relations is no longer relevant. Public relations practitioners' competencies are also insufficient to meet the demands of communication strategy needs. Professional communicators must change their strategy to public leadership.