Digital Communication of PLN UP3 Sibolga in the Dissemination of Public Service Information through Social Media: The Role of Artificial Intelligence and Human Touch

Fadli Febriansyah Zen; Indira Fatra Deni Peranginangin

doi:10.55537/j-ibm.v5i3.1631

Authors

Fadli Febriansyah Zen Universitas Islam Negeri Sumatera Utara
Indira Fatra Deni Peranginangin Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.55537/j-ibm.v5i3.1631

Keywords:

digital communication, public relations, artificial intelligence, human touch, public service

Abstract

This study aims to analyze the digital communication of PLN UP3 Sibolga in disseminating public service information through social media, focusing on the role of Artificial Intelligence (AI) and human touch in public relations practices. While previous studies have examined digital communication and AI in public relations, studies that integrate both aspects in local public service contexts remain limited. This research employs a qualitative descriptive approach, with data collected through in-depth interviews with public relations personnel and documentation of social media content. The results show that digital communication has been utilized to support the dissemination of public service information, with AI functioning as a supporting tool to improve efficiency in content production. However, human involvement remains essential to ensure clarity, empathy, and appropriateness of the message. In addition, digital communication through social media has not fully replaced the public's need for direct communication. Therefore, effective public service communication requires the integration of technological utilization with a humanistic approach to ensure that information is properly understood by the public.

Downloads

Download data is not yet available.

References

Afrida, M. A., Nuradhawati, R., & Yovinus, Y. (2025). Kualitas pelayanan publik di era digitalisasi Kantor Kecamatan Genteng Kota Surabaya. Jurnal Prinsip: Jurnal Mahasiswa Magister Ilmu Pemerintahan, 2(1), 24–37. https://doi.org/10.52423/neores.v5i2.236

Bramanta, J. R., & Burhani, A. A. I. (2025). Pengelolaan digital public relations pada media sosial Instagram @Pusdiklatanri. Jurnal Manajemen dan Publik, 5(1), 194–204. https://doi.org/10.37090/jmp.v5i1.2556

Fitri, A., Husna, A., Fahrimal, Y., & Syam, F. (2024). Maximizing public service through a humanistic communication approach. Community Empowerment, 9(3), 531–538. https://doi.org/10.31603/ce.11064

Fadlilah, N. (2025). Peran government cyber public relations pada komunikasi digital pemerintah Jawa Barat: Studi atas platform “Sapawarga”. Komunikologi, 9(2), 1–17. https://doi.org/10.30829/komunikologi.v9i2.25262

Haikal, A., Leliana, I., Septian, R., Kusnadi, E., & Tanti, D. S. (2025). Pemanfaatan AI dan chatbot dalam praktik public relations: Adaptasi teknologi dan etika komunikasi. Jurnal Public Relations, 6(1), 62–67. https://doi.org/10.31294/jpr.v6i1.9606

Jannah, M., Deni, I. F., & Rozi, F. (2022). Strategi komunikasi organisasi satuan lalu lintas tertib lalu lintas. SIBATIK Journal, 1(12), 2691–2698. https://doi.org/10.54443/sibatik.v1i12.416

Jumroh, J., Antoni, D., Mustain, A., Yoga, M., & Pratama, J. (2024). Exploring the impact of social media technology on public service efficiency: A case study of Indonesian local government. Jurnal Ilmu Pemerintahan dan Digital, 8(8), 1–30. https://doi.org/10.24294/jipd.v8i8.5181

Mustikaningsih, M., & Fahrudin, A. (2024). Tantangan dan peluang dunia public relations di era kecerdasan buatan: Sebuah tinjauan literatur. Jurnal Ilmu Komunikasi Aktual, 7(1), 99–110. https://doi.org/10.31949/jika.v7i1.10145

Prasojo, R. (2024). Public relation di era digital: Pengaruh teknologi artificial intelligence terhadap praktik public relations modern. Jurnal Multidisiplin Ilmu Akademik, 1(3), 208–212.

Renanda, A. A., & Rosidin, A. (2025). Efektivitas pelayanan digital dalam mempermudah birokrasi dan pengelolaan data publik. Jurnal Publikasi Nasional Manajemen Bisnis, 1(8), 1651–1657. https://doi.org/10.59837/jpnmb.v1i8.310

Sari, N., & Bara Kusuma, Y. (2024). Efektivitas penggunaan media sosial Instagram sebagai alat komunikasi informasi publik PT PLN (Persero) UP3 Sidoarjo. Economic and Business Management International Journal, 6(1). https://doi.org/10.59581/harmoni-widyakarya.v2i4.4431

Supriyanto, D., Nuryanti, N., & Noegroho, A. (2024). Media sosial dalam efektivitas komunikasi pelayanan publik instansi pemerintah daerah. INNOVATIVE: Journal of Social Science Research, 4(4), 7796–7810.

Widianto, E., Pawito, P., & Rahmanto, A. (2025). Communication in the digital age: A systematic review of the function of social media adoption in public relations practice. Mediacon.

Yanti, R., & Riofita, H. (2025). Efektivitas media sosial pemerintah dalam meningkatkan akses dan kualitas pelayanan publik di era digital. Jurnal Pendidikan Tambusai, 9(2), 17095–17097. https://doi.org/10.31004/jptam.v9i2.28563

Yusniah, A. P., & Simatupang, A. (2023). Perkembangan teknologi komunikasi dan informasi. Dawatuna: Journal of Communication and Islamic Broadcasting, 3(2), 330–337. https://doi.org/10.47467/dawatuna.v3i2.2460