The Role of Public Relations in The Transformation of Corporate Communication at Kalla Group

Abstract

The digital era has significantly transformed the corporate communication landscape across various sectors, including the adoption of digital public relations. However, previous research predominantly focuses on national or global corporations, leaving limited studies on how digital technology supports corporate communication transformation in local business groups. This study analyzes the role of digital PR in the corporate communication transformation of the Kalla Group. Using a descriptive qualitative approach, the research collected primary data through in-depth interviews, observations, and document analysis. Informants were selected purposively based on their experience in digital PR roles. Data were analyzed using the Miles and Huberman. The findings reveal that digital PR plays a strategic role enhancing corporate reputation and public trust in the digital era. Digital PR is also instrumental in strengthening decision-making processes through media monitoring to identify public sentiment, emerging trends, organizational issues, and media dynamics beyond the scope of Eastern Indonesia. Furthermore, this study highlights the importance of media segmentation to ensure effective communication targeting more specific audiences. Overall, the role of digital PR at Kalla Group reflects the relevance of the Theory of Public Relations Excellence as a conceptual foundation in understanding the evolving function of public relations in digital transformation.