Es un hecho que la era digital está transformando de raíz la información, la comunicación y la manera de relacionarnos. Más, si pensamos en la esfera pública y todo lo que está acelerando esta pandemia global. 

Este trabajo explora cuáles son los procesos disruptivos que están transformando las relaciones públicas en el universo 4.0 y su conexión con la inteligencia estratégica. Dos disciplinas aparentemente dispares pero con mucho en común. 

De momento, Public Relations Review publica el artículo "Engaging universe 4.0: The case for forming a public relations-strategic intelligence hybrid". El principio de los resultados de una amplia investigación transdisciplinar que está por llegar. 

Abstract

In this article we follow a range of significant academics, practitioners and policy makers in highlighting the need to engage with the disruptive digital transformation of the fourth industrial revolution. Often called universe 4.0, this is an economy based on data that dilutes, in an unprecedented fashion, the boundaries between the physical, biological and digital world in all spheres of society. In having to face up to the uncertainty, complexity and speed associated with this global challenge, organisations of all kinds will be impelled to rethink future skills, jobs and business models. We focus on how this uncertain situation affects public relations. We suggest that the resulting paradoxes and controversies become an opportunity to research and reflect on the past and present of our discipline and redirect attention to the processes, strategies, and tools of intervention required for improved contemporary and future effectiveness. This present study analyses universe 4.0 processes affecting both the practice and the social function of public relations and argues for close linkages with multidimensional strategic intelligences and disruptive technologies based on artificial intelligence. It also involves conducting exploratory qualitative research based on a bibliometric analysis of specialised literature; undertaking content analysis via computational linguistics techniques; and applying Delphi methodology to consider public relations in universe 4.0. Our findings suggest not only that strategic intelligence is under researched in our field, but that a more developed public relations intelligence capable of adapting to universe 4.0 needs to be a hybrid of existing public relations and contemporary strategic intelligence.

Keywords: 

Public relations, Strategic intelligence, Universe 4.0, Disruption, Engagement, Hybridity.

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