Sosial Media Sebagai Media Baru dalam Perspektif Praktisi Public Relations Pada Era Generasi Milenial

Eko Putra Boediman

Abstract


Teknologi internet melahirkan istilah sosial media sekaligus menjadi sebuah “media baru” yang kini menjadi perangkat mutlak dan wajib bagi para praktisi Public Relations (PR). Fenomena ini terus berlangsung hingga saat ini dan tentu saja memiliki dampak perubahan besar dan mendasar, terutama bagaimana perubahan karakteristik dan alur penyebaran informasi yang terjadi di persimpangan era Generasi Milenial dan Generasi Z ini. Penggunaan media sosial masih didominasi oleh transaksi penjualan langsung online, sementara peran dan fungsi PR belum banyak mewarnai jagad media sosial. Akan tetapi perubahan karakteristik dan gaya hidup generasi saat ini sudah banyak berubah. Tujuan penelitian ini untuk mendeskripsikan peran dan fungsi Public Relations dalam pemanfaatan sosial media sebagai bagian dari pertumbuhan “new media.”. Penelitian ini menggunakan metode literature review dengan pendekatan deskriptif kualitatif untuk menafsirkan suatu realitas dan berusaha merumuskan konsep maupun teori berdasarkan realita yang dialami. Hasil penelitian menunjukkan bahwa penyaluran informasi melalui media massa yang awalnya bersifat satu arah, terpatahkan dengan hadirnya sosial media. Penilaian akan suatu fenomena kini menjadi milik publik yang heterogen, anonim dan tersebar karena penyebaran informasi yang lebih cepat, efisien, dan mudah didapat oleh semua lapisan masyarakat. Oleh sebab itu, praktisi Public Relations yang berfungsi menciptakan kesan baik pada sebuah organisasi, selayaknya mempunyai kemampuan menganalisa dan mengolah informasi yang tersebar di sosial media untuk kemudian dimanfaatkan dalam membangun citra sebuah organisasi.

Keywords


Millennial Era, New Media, Public Relations, Social Media

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DOI: https://dx.doi.org/10.36080/ag.v10i2.2119

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