Etika dalam Praktik Kelembagaan Humas di Era Digital: Tantangan dan Tren di Fakultas Teknik Universitas Negeri Malang
DOI:
https://doi.org/10.17977/um027v9i22024p50-59Keywords:
Digital era, Engineering faculty universitas negeri malang (UM), Era digital, Etika humas, Fakultas teknik universitas negeri malang (UM), Institutional communication, Komunikasi kelembagaan, Practical strategies, Public relations ethics, Strategi praktisAbstract
Abstract: This study aims to identify ethical challenges in the digital era and develop practical strategies that can be used by public relations professionals in organizations to address these challenges as technology continues to evolve. Facing complex moral dilemmas such as privacy, transparency, rapid dissemination of information through digital communication, and clear institutional policies through SOPs, this research identifies gaps in the literature regarding practical strategies to handle ethical issues in the rapidly advancing field of information technology. Using a comprehensive qualitative approach, data was collected through in-depth interviews with eight respondents from the Faculty of Engineering, Universitas Negeri Malang (UM). The results reveal key challenges, including managing information, dealing with social media, maintaining privacy and data security, adherence to SOPs, integrity, and professionalism. Identified practical strategies include ensuring information verification, adapting to social media, strictly implementing SOPs, avoiding gratification, and innovating in communication. In conclusion, public relations professionals must have a strong understanding of public relations ethics through training or self-learning to perform their duties effectively and ethically. Additionally, they should continuously update information and exercise caution in disseminating informationt.
Abstrak: Penelitian ini bertujuan untuk mengidentifikasi tantangan etika di era digital dan mengembangkan strategi praktis yang dapat digunakan oleh profesional humas organisasi dalam mengatasi tantangan etika di era digital yang terus berkembang. Menghadapi dilema moral yang kompleks seperti privasi, transparansi, Penyebaran informasi secara cepat melalui komunikasi digital dan Kebijakan institusi yang jelas dan tegas melalui SOP, penelitian ini mengidentifikasi kesenjangan dalam literatur mengenai strategi praktis untuk menangani masalah etika dalam teknologi informasi yang berkembang pesat. Menggunakan pendekatan kualitatif komprehensif, data dikumpulkan melalui wawancara mendalam dengan delapan responden dari Fakultas Teknik Universitas Negeri Malang (UM). Hasil penelitian mengungkapkan tantangan utama termasuk tantangan dalam mengelola informasi, tantangan dalam media sosial, privasi dan keamanan data, kepatuhan pada SOP, integritas dan profesionalisme. Strategi praktis yang diidentifikasi meliputi memastikan informasi terverifikasi, beradaptasi dengan media sosial, menerapkan SOP dengan ketat, menghindari gratifikasi dan melakukan inovasi dalam komunikasi. Kesimpulannya, profesional humas harus memahami etika humas dengan baik melalui pelatihan atau pembelajaran mandiri untuk melaksanakan tugas secara efektif dan etis, selalu mengupdate informasi dan berhati-hati dalam menyebarkan informasi.
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