Synthesis of Multicultural Digital Publicist Competencies

Abstract

The development of human resources to be competent, knowledgeable, capable, positive attitude towards work and work more efficiently is very important in personal and organizational development. Especially organizations in the digital age society with the rapid development of technology. The growth of the number of Internet users and the growth of the smartphone market has made the process of social communication a social media. There is a variety of ideas, attitudes, and different cultures known as a multicultural society. As a result, the communication process from the sender to the receiver has to have a changed communication style. Using digital public relations in the process to reach the target society quickly and create a better understanding and relationship between the organization and the target group. To build a positive corporate image and understanding together in a multicultural society. The objectives of this research are: 1. To synthesize multicultural digital publicist competencies. And 2. To assess the results of the synthesis multicultural digital publicist competencies. The evaluation was performed using an In-depth Interview with a total of 21 experts, divided into 3 groups as follows: 1st group is the operator of public relations. 2nd group is the information technology operators. And last group is the multicultural specialist. From synthesis, the researchers found that the multicultural digital publicist competencies consisted of four competencies: 1) digital engagement competencies, 2) dissemination competencies, 3) facilitation competencies, and 4) consulting competencies.