Term of Reference (TOR)

Digital transformation is unavoidable in today’s business. Moreover, we have gone through the covid-19 pandemic period where we learned how technology and digitalization play an important role in the midst of policies to implement health protocols and maintain distance during the pandemic. Nowadays, with a vast portion of the workforce now remote, has also changed the view of employees who previously saw digital technology as an added value, into a mandatory thing and the only way to survive and get work done.

In general terms, we define digital transformation as the integration of digital technology into all areas of a business resulting in fundamental changes to how businesses operate and how they deliver value to customers. Beyond that, it’s a cultural change that requires organizations to continually challenge the status quo, experiment often, and get comfortable with failure. There are a number of reasons why companies carry out digital transformation, but the most likely reason is about “survival issue”. In the wake of the pandemic, an organization’s ability to adapt quickly to supply chain disruptions, time to market pressures, and rapidly changing customer expectations has become critical. In fact, most companies now view that digital transformation works as a key to future success.

Talking about digital transformation is not just about using the cloud or a case of plugging in a router and attaching some wires, but the success of digital transformation in an organization cannot be separated from the role of public relations and communication within the organization. Communication and public relations should be more integrated and a strategic part of the plan. Public relations has an important role both to encourage behavioral changes and upskills of employees in supporting digital transformation, and also to convince company stakeholders to support the company’s digital transformation.

In addition, Public Relations is also one part of the company that carries out digital transformation. PR professionals have adopted digital and social media into their world and use these tools effectively to communicate with their target audience. Today’s public relations can integrate the use of online and offline media to reach a large audience in a short period of time. Not only in terms of the media used, evaluation of PR programs can also use various digital tools. Moreover, planning as the initial stage of a PR program can also use various digital tools that offer a number of conveniences.

The paragraph above provides an explanation of how PR plays a role in the digital transformation of a company. Therefore, Indonesia Public Relations Conference (IPRC) this year’s theme is “ The Role of Public Relations in Digital Transformation in Post-Pandemic World”

Goals of the Event

  1. To allow discussion among scholars and practitioners
  2. To share positive experience and sharing between university academics
  3. To develop and discover learning that has global perspective
  4. To hearing and learning from the expertise
  5. To help solve problem related to the role of public relations in digital transformation in post-pandemic world

Date and Series of the Event

EventSeries of EventsDate
IPRCOpening Ceremony, Plenary Session, & Parallel Session 1November 3, 2022
Parallel Session 2 & Closing CeremonyNovember 4, 2022

Participant

  1. Lecturers
  2. Practitioners
  3. Students
  4. Communication Expertises

Organizer

The organizer of Indonesia Public Relations Conference (IPRC) 2022 is Indonesia Public Relations Association (Perhimpunan Hubungan Masyarakat Indonesia [PERHUMAS]), Yogyakarta Brand Office.

Closing

Thus, the Term of Reference (TOR) regarding the Indonesia Public Relations Conference (IPRC) activity. Hopefully, it can be used as material consideration as appropriate.

Yogyakarta, August 11, 2022

Choirul Fajri, S.I.Kom., M.A.

Chairman,

Indonesia Public Relations Conference 2022

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