On Friday, 20 September 2024, Universitas Gadjah Mada (UGM) held an important workshop titled “Developing Campus Reputation,” designed to strengthen the role and functions of public relations within UGM. This workshop serves as a strategic step to enhance the campus's image while providing participants with in-depth insights into the importance of effective communication in the digital era. The event was enthusiastically attended by representatives from various faculties, units, and directorates at UGM, featuring prominent experts as speakers.
The workshop showcased a lineup of experienced speakers who provided comprehensive perspectives on managing campus reputation. Among them was Dr. Tirta Mandira Hudhi, M.A.B., a doctor and digital communication practitioner widely known as an influencer and successful entrepreneur. Dr. Tirta discussed the importance of effectively utilizing social media to maintain and build the campus's reputation in the public eye.
Winda Pratiwi, an expert in public relations, also participated and shared her experience in managing issues and communication crises often faced by higher education institutions. Winda emphasized that the role of public relations in resolving conflicts and maintaining a positive institutional image is vital in the fast-paced digital world.
Additionally, Farchan Noor Rachman, an academic and strategic communication practitioner, provided insights on how to develop effective and sustainable communication strategies. Farchan highlighted that reputation is not something that can be built overnight; it requires consistency, commitment, and collaboration among various parties within the campus.
Mohamad Ryan Saputra, a social media expert and crisis management specialist, rounded out the speakers by discussing the importance of public relations teams' preparedness to face unexpected situations. Ryan provided concrete examples of how universities can quickly respond to and mitigate the negative impacts of emerging issues, both internally and externally.
Group Activities
During the workshop, participants not only listened to presentations but were also given case studies to resolve. The assignments were designed to sharpen skills in formulating better campus reputation management strategies.
Each group was presented with a communication crisis case that had previously occurred within the university or examples from outside the campus and was tasked with developing concrete and realistic action plans. This process aimed to elicit participants' critical thinking in identifying problems and offering applicable solutions.
The outcomes of these group activities will provide valuable input to strengthen the public relations function within UGM. Thus, although tasks were carried out in groups, the primary focus was on developing solid and structured communication strategies relevant to the challenges faced by each unit or faculty.
Towards a Stronger Campus Reputation
Through this workshop, UGM focused not only on enhancing the technical capabilities of public relations in managing information and crises but also on how to build synergy between various units and faculties to maintain and develop the campus's reputation holistically. The importance of cross-departmental collaboration was emphasized in every session, with the hope that all elements within UGM can work together to strengthen the university's position as one of Indonesia's leading educational institutions, even at the international level.
This event is expected to be a starting point for new, more innovative initiatives in building a better image for UGM. With the strengthening of public relations functions that are sustainable and integrated, UGM can be more responsive to the evolving communication challenges while solidifying its position as a campus capable of adapting and remaining relevant in this digital era.
Hope for the Future
At the end of the workshop, participants presented the results of their group work. The solutions generated demonstrated a deep understanding of the importance of strategic communication in maintaining the campus's image. Additionally, the discussions that occurred during the workshop also paved the way for closer collaboration among faculties and units within UGM.
With this workshop, UGM further demonstrates its commitment to continuous innovation and improving human resources capabilities in the fields of communication and public relations. In the future, similar initiatives are expected to be promoted to ensure that UGM remains at the forefront of making positive contributions to society, both nationally and internationally.
As a large and influential educational institution, UGM's reputation is a highly valuable asset. Through the strengthened strategic role of public relations, UGM can continue to achieve accomplishments and convey positive messages to the world, building a brighter future for the entire academic community and the nation of Indonesia.
Author: Rizky
