Rekonstruksi Peran Public Relations Digital dalam Pengelolaan Reputasi Organisasi: Model Strategi Komunikasi Berbasis Authentic Engagement, Crisis Preparedness, dan Digital Literacy

Abstract

The development of digital technology has brought about fundamental changes to Public Relations (PR) practices, particularly in the ways organizations build relationships, manage communication, and maintain their reputation in the public sphere. Whereas PR activities were previously more oriented toward delivering messages through conventional media using a one-way communication pattern, the emergence of social media has created a more open and interactive communication ecosystem in which the public can actively participate in shaping perceptions of organizations. This condition means that reputation management no longer depends solely on an organization’s ability to deliver messages, but also on its capacity to engage in dialogue, respond to issues, and maintain public trust continuously. This article aims to analyze the transformation of the role of digital Public Relations in organizational reputation management and to formulate a relevant communication strategy model for addressing the dynamics of social media. The study employs a qualitative approach using the Systematic Literature Review (SLR) method to examine various national and international scholarly articles addressing digital public relations, organizational communication, reputation, and crisis communication published during the 2020–2026 period. The analysis was conducted through a process of identification, selection, thematic categorization, and critical interpretation of findings from previous studies. The results of the review indicate that the transformation of digital PR involves not only changes in communication media but also a shift in the working paradigm of PR practitioners, from message controllers to strategic relationship managers who engage with the public. Based on the synthesis of the literature, this article proposes a digital PR communication strategy model consisting of three main pillars: authentic engagement, crisis preparedness, and digital literacy. These three pillars are viewed as interconnected elements in building an organizational reputation that is adaptive, credible, and sustainable in the digital environment. This model provides a conceptual contribution to the development of digital Public Relations scholarship while also offering practical implications for organizations in designing communication strategies that are more responsive to changes in public behavior.