Public Relations Practitioner’s Adaptation in the Big Data Era in Makassar City

Abstract

This study aims to identify public relations practitioners' adaptation in the big data era in Makassar City. It used the descriptive qualitative method. Data were collected from in-depth interviews, observation, documentation, and relevant journals and media information. Data were analyzed based on the Miles and Huberman covering data reduction, presentation, and concluding. The validity of the data used data triangulation techniques. The results showed that the public relations practitioner's adaptation in the big data era in Makassar City covered the stages of increasing knowledge, following trends, and building creativity in the digital era. This study was based on the Adaptive Structuration Theory which examines the adaptation of new information technology in an organization based on the company structure. Through this adaptation process, public relations practitioners are expected to be able to survive in the big data era.