[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-45443-en":3,"doc-seo-45443-105":30,"detail-sidebar-cat-0-en-105":91},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"doc_content":15,"file_id":16,"file_url":17,"file_type":18,"file_size":19,"view_count":20,"is_deleted":4,"is_public":21,"is_downloadable":21,"audit_status":21,"page_count":22,"language":23,"language_code":24,"site_id":25,"html_lang":24,"table_of_contents":26,"faqs":27,"seo_title":13,"seo_description":14,"update_tm":28,"read_time":29},45443,549758146520,"Patrick","https://ap-avatar.wpscdn.com/avatar/80002397d8c0411e94?_k=1775819394049821470",8,"Research & Report","Influencer Relations: The New Paradigm of Public Relations","Digitalisation has become central to daily life, accelerated by the COVID-19 pandemic, reshaping how public relations operates. The article explains how Public Relations has shifted from mainly branding a limited audience toward a new model influenced by Digital Uses and Gratifications, corporate communications, and influencer marketing. Using AI machine learning and pattern analysis, the research examines influencer-related patterns within PR and argues that effective product promotion through influencer relations requires integrated corporate communication capabilities. The discussion frames this as an evolving PR response to changing media dynamics.","JURNAL STUDI KOMUNIKASI  \nVolume 7 Ed 2, July 2023 Page 401-416  \nInfluencer relations: the new paradigm of  \npublic relations  \nAdi Sumandiyar 1*), Juan Carlos M. Smith 2 , Zulfia Hanum Alfi Syahr3 , Muhammad Najib Husain4,  \nAgung Suharyanto 5  \n1Faculty of Social and Political Sciences, Universitas Sawerigading  \n127 Kandea Street, Makassar, Indonesia  \n2College of Humanities and Social Sciences, Kangwon National University  \n1 Kangwondaehak-gil, Chuncheon-si, Gangwon-do, South Korea  \n3Badan Riset dan Inovasi Nasional  \n8 MH Thamrin Avenue, Jakarta, Indonesia  \n4Department of Communication, Universitas Halu Oleo Kampus Bumi Tridarma, Kendari, Indonesia  \n5Faculty of Social and Political Sciences, Universitas Medan Area  \n79 Setia Budi Street, Medan Sunggal, Medan, Indonesia Email: [adisumandiyar@gmail.com](adisumandiyar@gmail.com), Phone:+ 62411 329561  \nHow to Cite This Article: Sumandiyar, [A.](A. et)[ et](A. et) al. (2023). Influencer relations: the new paradigm of public  \nrelations . Jurnal Studi Komunikasi, 7(2) . doi: 10.25139/jsk.v7i2 .6688  \nReceived: 22-04-2023, Revision: 01-06-2023, Acceptance: 20-07-2023, Published online: 30-07-2023  \nAbstract Digitalisation has become an integral part of people's daily lives, particularly with the significant impact of the COVID-19 pandemic. In the past, Public Relations (PR) primarily focused on public branding, catering mostly to a select audience. However, the rise of Digital Uses and Gratifications has led to a transformation in media dynamics, giving rise to a new paradigm known as Corporate Communications and Influencer Marketing. In this research, AI Machine learning and Pattern Analysis was employed to examine the patterns of the Influencer aspect within Public Relations. This emerging PR paradigm demonstrates the dynamic nature of the field as it expands to encompass new dimensions. Incorporating Influencer Relations to promote products requires integrating Corporate Communications skills to establish a thriving Influencer Relations industry. This highlights the evolving nature of PR in response to the changing media landscape, indicating the need for a comprehensive approach to harnessing the potential of digitalisation and Influencer Marketing in modern Public Relations practices.  \nKeywords: corporate communication; influencer relations; uses and gratification theory  \n*) Corresponding Author  \nISSN: 2549-7294 (Print), 2549-7626 (Online)  \nJurnal Studi Komunikasi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License  \nInfluencer relations: the new paradigm of public relations-doi: 10.25139/jsk.v7i2 . 6688 Sumandiyar, A.  \nINTRODUCTION  \nPublic relations (PR) is an ever-evolving industry that has recently undergone remarkable transformations. These developments encompass the integration of novel technologies, the broader reach of globalisation, and an increased emphasis on openness and authenticity (Allagui & Breslow, 2016; Brunner & Smallwood, 2019; Santoso & Negoro, 2019; Van Heerden & Rensburg, 2005) . In this discourse, we shall delve into several pivotal changes that have shaped the landscape of public relations, namely the ascent of social media, the growing significance of corporate social responsibility (CSR), and the imperative of personalised communication .  \nA prominent transformation in public relations is the advent of social media (Susilo, 2022) . Social media platforms like Facebook, Twitter, and Instagram have emerged as powerful tools for organisations to connect with their stakeholders. Through these platforms, companies can engage in direct communication, disseminate information, address feedback, and cultivate relationships (Bazarova & Choi, 2014; Nations, 2017; Tuten, 2020; Weng, 2018) .  \nMoreover, social media has revolutionised crisis management approaches in public relations (Akdeniz, 2020; Coombs, 2007; Sriramesh et al., 2020) . While traditional crisis communication relied on channels such as press release","cbCaikbSUxeVckw3","https://ap.wps.com/l/cbCaikbSUxeVckw3","pdf",346104,2,1,16,"English","en",105,"# Introduction\n## Social media transformation\n## Crisis management through social media\n## Corporate social responsibility (CSR)\n## Personalisation in public relations\n## Technology and campaign management","[{\"question\":\"What changes in public relations are highlighted in the introduction?\",\"answer\":\"The introduction emphasizes transformations driven by social media, corporate social responsibility (CSR), and personalised communication, supported by new technologies.\"},{\"question\":\"How does social media affect public relations according to the article?\",\"answer\":\"Social media enables direct organisation-to-stakeholder communication, faster information sharing, feedback handling, and relationship building.\"},{\"question\":\"What role does influencer relations play in the proposed PR paradigm?\",\"answer\":\"Influencer relations is presented as a new paradigm that broadens PR into influencer marketing, requiring integrated corporate communications skills to promote products and develop the influencer relations 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