Jakarta, INTI - The latest report from the World Economic Forum identifies cyber-enabled disinformation as one of the world's most significant threats. Throughout 2025, 74 cases of Artificial Intelligence (AI) misuse were recorded, contributing to the spread of misinformation and public confusion. Indonesia's Deputy Minister of Communication and Digital Affairs, Nezar Patria, urged public relations (PR) professionals to strengthen information governance by verifying real-time data without compromising accuracy.
With AI now capable of generating highly convincing fake text, images, and other digital content within seconds, Nezar emphasized the growing responsibility of the Indonesian Public Relations Association (Perhumas) to play a more strategic role in addressing the challenges posed by cyber misinformation.
"This is where Perhumas should take on a more strategic role by becoming a clearing house of information, leveraging more advanced public relations practices to respond to the rapid evolution of technology," Nezar said on Saturday, July 11, 2026, as quoted by Kompas.id.
Perhumas Chairman Boy Kelana Soebroto acknowledged that the rapid advancement of AI has fundamentally changed the information landscape. He warned that the absence of ethical guidelines governing AI usage could erode public trust, allowing misinformation to overshadow verified facts.
"Public relations professionals are no longer merely information communicators. We are now the guardians of public trust for organizations and institutions," Boy said.
To address these challenges, Perhumas is revising Indonesia's Code of Ethics for Public Relations by introducing new provisions specifically governing the responsible use of Artificial Intelligence. The updated guidelines are intended to help PR practitioners maintain the integrity and credibility of organizational communications in the AI era.
Strengthening PR Competencies
The revised ethical framework is expected to be one of the key highlights of the Indonesia Public Relations Convention (KHI) 2026, scheduled to take place in Surakarta in mid-October 2026. Perhumas Secretary General Benny Butarbutar said the event aims to enhance the professional capabilities of approximately 4,000 active members, equipping both experienced practitioners and young professionals with the skills needed to combat misinformation.
Benny also emphasized that effective mitigation requires collaboration across industries, with social media communities, communication professionals, and digital stakeholders working together to better understand emerging technologies and counter information manipulation.
"KHI 2026 will serve as a platform for collaboration and innovation, enabling PR professionals to promote trustworthy and meaningful communication amid increasingly complex industry challenges," Benny concluded.
Conclusion
The revision of Perhumas' Code of Ethics reflects the growing importance of responsible AI governance in public relations. By strengthening ethical standards and professional competencies, the initiative aims to help PR practitioners combat misinformation, safeguard public trust, and promote credible communication in the AI era.
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