Prompt Engineering AI Bagi Peningkatan Kompetensi Humas
Maulina Pia Wulandari (1*), Rizki Bimo Santoso (2), Cinta Manda Roudhotun(3), Safira Aqmarina Putri Isnaini(4), Nurzila Fadilah Putri(5), M. Andy Bagus Izzulhaq(6)

(1*) Ilmu Komunikasi, FISIP, Universitas Brawijaya, Indonesia
(2) Ilmu Komunikasi, FISIP, Universitas Brawijaya, Indonesia
(3) Ilmu Komunikasi, FISIP, Universitas Brawijaya, Indonesia
(4) Ilmu Komunikasi, FISIP, Universitas Brawijaya, Indonesia
(5) Ilmu Komunikasi, FISIP, Universitas Brawijaya, Indonesia
(6) Ilmu Komunikasi, FISIP, Universitas Brawijaya, Indonesia

Abstract

Abstract
The rapid advancement of Artificial Intelligence (AI) presents significant opportunities and formidable challenges for Public Relations (PR) practitioners. This community service initiative aimed to enhance the competency of PR practitioners in the Malang Raya region through a workshop focused on AI prompt engineering. Employing a problem-based learning approach, the workshop, titled ^AI-Powered PR: Mastering Prompt Engineering for Strategic Communication,^ involved 30 participants from the Indonesian Public Relations Association (PERHUMAS), Malang Raya chapter. The program was structured in three phases: preparation, implementation (featuring theoretical instruction and hands-on practice with AI tools), and evaluation using pre-test and post-test questionnaires. The results demonstrated an improvement in participants^ understanding of AI^s role in PR and the importance of ethical considerations. While participants demonstrated enhanced practical skills in formulating effective prompts, they indicated a strong interest in further advanced training sessions. A key finding underscores that while AI is a powerful tool for enhancing efficiency and content production, it cannot supplant essential human elements such as empathy, ethical judgment, and strategic decision-making. The conclusion emphasizes the necessity for ongoing, more extensive training to achieve mastery in prompt engineering and to navigate the ethical complexities inherent in AI adoption within PR practices.

Keywords: Artificial Intelligence- Prompt Engineering- Public Relations- Strategic Communication- Ethics- Practitioner Competency

Topic: Sains dan Teknologi