Publisher

ISKIISKI

Journal Jurnal Komunikasi Ikatan Sarjana Komunikasi IndonesiaJurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Abstract

One of the main challenges facing spokespersons in the digital era is the intensity of media and public spotlight and scrutiny in which any statement will be analyzed and criticized openly. The other equally important challenges are keeping message consistency in various digital platforms and ensuring harmony with the core values of the organization. Answering journalists is nothing more than a technical affair but requires tranquility, a holistic mind, and deep knowledge about the context of the surrounding situation. In transparency pressure, spokespersons are not easy because they must be able to keep a balance between information transparency and policy in maintaining the integrity of sensitive data. Digital platform transformation has decentralized information flow, strengthened public scepticism, and increased the risk of social conflict as a result of controversial speech or video. Additionally, it has brought about a serious implication on speech etiquette. In this context, the application of strategic communication becomes a crucial strategy in the digital age, requiring approaches that are not merely reactive but also systematically designed, adaptive to the emerging dynamics, measurable to achieve it, and constantly based on strong communication ethics. Moreover, strategic communication plays a significant role in strengthening institutional legitimacy and building enduring public trust in the long run. These research findings underscore the need to develop a collaborative, cross-functional, and cross-sectoral strategic communication ecosystem in order to improve the effectiveness of message delivery and the credibility of the institution in responding to communication challenges that demand speed, real-time, transparency, and social sensitivity.

Conclusion

The digital age has transformed the role of spokespersons, presenting both challenges and opportunities.Spokespersons face increased scrutiny, the need for consistent messaging across platforms, and the risk of misinformation.However, digital platforms also offer opportunities for direct engagement with audiences and global reach.To succeed, spokespersons must prioritize transparency, adaptability, and ethical digital literacy, balancing authenticity with institutional responsibility and leveraging data-driven insights to build and maintain credibility.

Future Research

Penelitian lebih lanjut perlu dilakukan untuk mengkaji bagaimana pelatihan etika digital dapat meningkatkan kemampuan juru bicara dalam menghadapi disinformasi dan menjaga integritas komunikasi. Selain itu, penting untuk meneliti bagaimana organisasi dapat menciptakan pedoman yang jelas mengenai batasan antara kehidupan pribadi dan profesional juru bicara, sambil tetap memungkinkan mereka untuk membangun koneksi yang otentik dengan publik. Studi komparatif mengenai efektivitas strategi komunikasi proaktif versus reaktif dalam manajemen krisis di era digital juga akan memberikan wawasan berharga. Terakhir, penelitian tentang bagaimana analisis data dan pemantauan sentimen publik dapat digunakan untuk menyesuaikan pesan secara dinamis dan meningkatkan kepercayaan publik terhadap juru bicara dan institusi yang mereka wakili perlu dieksplorasi lebih lanjut. Penelitian-penelitian ini akan membantu mengembangkan praktik komunikasi strategis yang lebih efektif dan bertanggung jawab di era digital, serta memperkuat peran juru bicara sebagai pembangun kepercayaan dan kredibilitas institusi.

References

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