KONSTRUKSI ANGGOTA ORGANISASI PERHUMAS MUDA MALANG RAYA TENTANG PROFESI HUMAS DI ERA DIGITAL (Studi Pada Anggota Perhumas Muda Malang Raya)

At present, we have entered the digital era, which is characterized by advanced technologies designed to assist human tasks. Numerous technologies have been created to aid various professions, including the field of public relations discussed in this research. The aim of this study is to understand how members of the Perhumas Muda Malang Raya organization construct the profession of public relations in the digital era. The research employs a qualitative approach, with data collection methods including observation, interviews, and documentation. Research analysis involves data examination, data presentation, and drawing conclusions. The research findings indicate that members of the Perhumas Muda Malang Raya organization construct the profession of public relations in the digital era by extensively utilizing digital media such as the internet, AI, and social media. In this digital era, public relations practitioners benefit significantly from advancements, differing greatly from the conventional era of public relations where print media like newspapers, magazines, and television were predominant.