In journalistic practice, raw information must undergo a long process: verification, cross-confirmation, and editing. Even in major media organizations, a single news article may pass through three to four stages of review before publication.<\/p>\n\n\n\n
\u201cOne person should not write a news article and immediately publish it without verification. The risk of error is extremely high, especially when representing an institution,\u201d he stressed.<\/p>\n\n\n\n
He added that mistakes in institutional publications do not only affect internal matters but may also lead to broader consequences when cited by the media.<\/p>\n\n\n\n
\u201cMedia outlets may quote information from official websites. If there is an error, the process of clarification or correction is not easy,\u201d he noted.<\/p>\n\n\n\n
News Value and Public Interest<\/strong><\/p>\n\n\n\n The training also highlighted the importance of news value<\/em>. Internal campus information does not automatically attract public interest unless it is connected to broader issues.<\/p>\n\n\n\n For example, the construction of campus facilities should not merely be reported as a routine activity, but should instead be linked to issues such as sustainability, renewable energy, or community impact.<\/p>\n\n\n\n \u201cIf you only report internal activities, outsiders will not be interested. But if it is connected to public interest, then it becomes news,\u201d he explained.<\/p>\n\n\n\n The Dominance of Straight News<\/em> and 5W1H Discipline<\/strong><\/p>\n\n\n\n Most public relations products still take the form of straight news<\/em>\u2014brief, concise, and direct reporting. In this context, the principle of 5W1H remains the main foundation.<\/p>\n\n\n\n \u201cAt minimum, the 4Ws \u2014what, who, when, where\u2014<\/em> must never be omitted. That is the basic principle,\u201d he stated.<\/p>\n\n\n\n In addition, the inverted pyramid<\/em> technique was emphasized as the primary writing structure, where the most important information is placed at the beginning.<\/p>\n\n\n\n Between Press Releases and News: An Increasingly Blurred Boundary<\/strong><\/p>\n\n\n\n An interesting phenomenon has emerged as public relations products are now often treated like news by media organizations. The line between press releases and journalistic products is becoming increasingly blurred.<\/p>\n\n\n\n \u201cA press release is an institutional statement, while news is the result of journalistic activity. But today, the two are often mixed together,\u201d the speaker explained.<\/p>\n\n\n\n He stressed the importance of source quotations in news writing to maintain credibility.<\/p>\n\n\n\n \u201cIn news reporting, it is individuals\u2014not institutions\u2014who speak. Quotations must have clear sources,\u201d he emphasized.<\/p>\n\n\n\n Strategies for Navigating the Flood of Information<\/strong><\/p>\n\n\n\n In the digital era, media organizations no longer compete only with one another, but also with platforms such as social media.<\/p>\n\n\n\n \u201cWe compete with TikTok, Instagram, and even Twitter. All of them are competing for audience attention,\u201d he remarked.<\/p>\n\n\n\n Therefore, public relations practitioners are encouraged not to passively wait for institutional agendas, but to actively respond to developing issues.<\/p>\n\n\n\n \u201cIf there is a major issue, immediately look for its relevance to academic expertise on campus. Interview lecturers and highlight academic perspectives,\u201d he advised.<\/p>\n\n\n\n Introducing Experts Through Narrative<\/strong><\/p>\n\n\n\n One effective strategy is introducing lecturers as experts through media exposure.<\/p>\n\n\n\n \u201cI became familiar with several experts through public relations releases. After that, they became media references,\u201d he said.<\/p>\n\n\n\n This approach is considered important in strengthening the position of universities as centers of knowledge in the public sphere.<\/p>\n\n\n\n AI Enters the Public Relations Newsroom<\/strong><\/p>\n\n\n\n Digital transformation also became a major focus, particularly with the emergence of artificial intelligence in the news-writing process.<\/p>\n\n\n\n UGM introduced an AI-based system that assists public relations officers in drafting news articles, managing structure, and categorizing content according to the Sustainable Development Goals (SDGs).<\/p>\n\n\n\n \u201cAI helps, but it does not replace humans. It has no intuition,\u201d another speaker emphasized during the session.<\/p>\n\n\n\n The system allows writers to quickly generate two versions of an article while accelerating the content production process.<\/p>\n\n\n\n \u201cIf we can accelerate the process, that is already a success,\u201d he stated.<\/p>\n\n\n\n SDGs as a New Narrative Framework<\/strong><\/p>\n\n\n\n Interestingly, every news article is now encouraged to be linked to the 17 Sustainable Development Goals (SDGs). However, this approach serves more as categorization rather than restriction.<\/p>\n\n\n\n \u201cWhatever we do can actually be connected to the SDGs. It simply depends on how we package it,\u201d he explained.<\/p>\n\n\n\n Maintaining Credibility Amid the Flow of Opinion<\/strong><\/p>\n\n\n\n Amid the rise of sensitive issues and public opinion, public relations practitioners face the challenge of balancing positive narratives with objectivity.<\/p>\n\n\n\n \u201cContinue reporting positive things, but remain factual and data-driven. Do not be reactive, but do not remain silent either,\u201d he advised.<\/p>\n\n\n\n Journalism as the Foundation of Institutional Public Communication<\/strong><\/p>\n\n\n\n For the Public Relations Unit of the Faculty of Dentistry UGM, this training reaffirmed that journalism is not merely a technical writing skill. More importantly, it cultivates skepticism, sharpens the ability to identify reality, and enhances sensitivity to the dynamics of faculty life\u2014all aimed at building the credibility of the Faculty of Dentistry UGM.<\/p>\n\n\n\n Today, everyone can become a producer of information. However, quality, accuracy, and depth remain the key differentiators.<\/p>\n\n\n\n Good communication not only supports a positive institutional image, but also provides meaning and value to the public.<\/p>\n\n\n\n <\/p>\n\n\n\n Reporter: Andri Wicaksono, S.Sos., M.I.Kom.; Photography: Fajar Budi Harsakti, SE<\/p>","protected":false},"excerpt":{"rendered":" Di tengah derasnya arus informasi digital yang kian tak terbendung, peran kehumasan di perguruan tinggi memuliki peran sentral dalam menjaga citra institusi, salah satunya melalui pemberitaan ataupun siaran pers. Tidak lagi sekadar menyampaikan agenda kegiatan fakultas maupun universitas, humas dituntut mampu mengolah informasi menjadi narasi jurnalistik yang bernilai publik, akurat, berdampak luas. Hal ini mengemuka […]<\/p>\n","protected":false},"author":295,"featured_media":18030,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[136],"tags":[307,291,297],"class_list":["post-18029","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-berita-terbaru","tag-sdg-17-kemitraan-untuk-mencapai-tujuan","tag-sdg-4-pendidikan-berkualitas","tag-sdg-9-industri-inovasi-dan-infrastruktur"],"gutentor_comment":0,"yoast_head":"\n![\"\"](\"https:\/\/fkg.ugm.ac.id\/wp-content\/uploads\/sites\/30\/2026\/04\/20260421_101110-1024x768.jpg\")
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