UIN Jakarta Communication Expert Highlights Key Strategies for Strengthening University Public Relations

Syahida Inn, UIN News Online – Dr. Gun Gun Heryanto, M.Si., a distinguished communication expert from UIN Jakarta and the Dean of the Faculty of Da'wah and Communication Sciences, served as a keynote speaker at the Media Strengthening workshop event held on Wednesday, August 21, 2024, at Syahida Inn, UIN Jakarta. His presentation, titled "The Role and Work of University Public Relations: What and How," provided valuable insights into the essential functions of university public relations.

Gun Gun began his presentation by emphasizing the importance of teamwork in building and maintaining an institution's image. He used the analogy that a university leader, such as the Rector of UIN Jakarta, cannot single-handedly manage the institution’s branding and public image—collaborative efforts are vital.

He introduced the concept of public communication, describing public relations as a team that not only manages the institution's image but also acts as a persuasive force to influence audience behavior. According to Gun Gun, the initial impression that public relations officers create significantly shapes the responses of visitors or audiences. Therefore, effective performance communication is crucial.

"It's unimaginable for visitors to come to an institution and be greeted by officers who display an unwelcoming demeanor," Dr. Gun Gun explained, highlighting the necessity for public relations to project a positive and inviting presence.

Gun Gun further outlined the objectives of public relations communication, which include building mutual understanding, fostering respect, generating goodwill, and managing potential risks through damage control strategies. His presentation underscored the comprehensive role of public relations in establishing and maintaining an institution's image, ensuring that audiences have a favorable impression.

Gun Gun also delved into how audiences can be effectively attracted to and engaged by an institution. He emphasized the importance of narrative management—crafting messages that are accurate, compelling, and appropriately targeted to resonate with the audience.

After establishing a solid narrative, Gun Gun suggested that public relations teams should focus on symbolic convergence and Communication Privacy Management (CPM) to further solidify their role as the pillars of public communication within the institution.

In a complementary presentation, Dra. Amelita Lusia, M.Si., Head of the Public Relations and KIP Bureau at the University of Indonesia and a member of the University of Indonesia Website Management Team, discussed strategies for enhancing social media managed by public relations. She highlighted the necessity of strategic planning before launching efforts to promote an institution's image to ensure that they remain focused and effective.

(Aida Adha S./Fauziah M./Dzihan Aufa Kilmi Firdausi/Photo: Aryo Dwi Penangsang, Hermanudin)