UNAIR NEWS – Universitas Airlangga in collaboration with Perhumas Surabaya and Jawa Pos held a sharing session in Amerta Hall, Management Office Building, Campus C, UNAIR on Thursday, August 22, 2019. The discussion raised the theme of Crisis Reputation Management and Public Relations in Educational Institutions in the Disruption Era.
Head of UNAIR Center for Information and Public Relations (PIH) Dr. Suko Widodo, Drs., M. Si., in his remarks expressed the technological sophistication offered in the era of disruption brings new challenges for public relations. The public started to leave newspaper slowly.
In this era of disruption, he continued, the public relations of universities are challenged to improve the institution image through various media. The efforts are made from the characteristics of higher education that refers to Tri Dharma of Higher Education; education, research, and community service.
“Public relations in universities is expected not only as a promotional media but also as a medium of information for the community,” said Suko.
In line with Suko, on the same occasion, UNAIR Vice Rector I Prof. dr. Djoko Santoso also revealed that in the era of disruption, with massive digitization, public relations need to adapt to changes in communication systems. All this time, the processes of conventional communication technology are limited to tone and timing but prioritize the actuality of the information.
“The position of public relations in the information media must be looked for, ” said Prof. Djoko.
Therefore, he said, a communication strategy needs to be planned, both in conventional communication and digital communication. The purpose of all of this is to improve the effectiveness and delivery of appropriate information to the public.
As the frontliners in the institution or company, explained Prof. Djoko, public relations is considered necessary to improve creativity and innovation in providing information to the public. In addition to providing proper and reliable information, public relations of universities in the era of disruption must establish and foster relationships with stakeholders both industry and the media.
“The higher education public relations task is carried out so that universities become institutions that are not only a place to educate the life of the nation but also to develop relationships with stakeholders that will improve the image of higher education institution,” said the Professor of FK UNAIR.
The event also invited two other speakers, Hayuning Purnama from University of Surabaya and Vinda Maya Setianingrum from Surabaya State University. The two speakers also said that the role of Public Relations must have a strategic position in order to address the problem as soon as possible. (*)
Author: Aditya Novrian
Editor: Nuri Hermawan