Digital Public Relations Strategy And Big Data Communication Personalization In Reaching Generation Z

Abstract

The Big Data era has shifted the paradigm of Digital Public Relations (PR) from mass distribution patterns to personalized communication. This descriptive qualitative study aims to analyze the mechanism of large-scale data processing into relevant and ethical narratives for Generation Z. Data collection was conducted through in-depth interviews with four Digital PR practitioners and ten representatives of Generation Z in Purwokerto, and strengthened by netnographic observations on TikTok, Instagram, and X platforms. The results of the study indicate that data-based message personalization is very effective in mitigating skepticism among young audiences while optimizing their emotional attachment (engagement). However, this effectiveness requires aspects of transparency, accountability, and adaptability to contemporary data privacy regulations. This study concludes that an adaptive Data-Driven Digital PR model must be able to align analytical algorithm calculations with the communicator's empathetic sensitivity. The implications of this research emphasize the importance of placing data privacy protection as a core value for constructing sustainable audience loyalty.