Amid the increasingly dynamic challenges of digital communication, the Faculty of Engineering, Universitas Gadjah Mada (FT UGM) took a proactive step by organizing a Public Relations Workshop and Training on Thursday (Oct. 30).
The event, titled “Synergy in FT UGM Public Relations: Optimizing the Role of PR in Strengthening the Positive Brand Image of FT UGM,” was attended by 90 staff and part-time public relations student assistants to strengthen internal capacity in navigating an increasingly competitive media landscape.
Dean of FT UGM, Professor Selo, in his opening remarks, stated that the context of public relations has changed significantly compared to a decade ago. Digital media, he said, has become the most accessible face of an institution, meaning that communication approaches can no longer rely on outdated patterns.
Hospitality Operation Consultant, Pratiwi Damayanti, presented material titled “Optimizing the Role of Public Relations in Strengthening the Positive Brand Image of FT UGM”.
She explained the basic concepts of branding and institutional reputation, as well as strategies for consistent communication in building a positive image, and the practical application of branding in faculty activities and publications.
Damayanti further emphasized the urgency of adopting market-oriented public relations strategies, noting that communication approaches cannot be generalized.
“Each audience segment has unique characteristics, from information needs and language style to media preferences,” she explained.
Elaborating on the importance of segmentation, Damayanti highlighted the distinct differences between two key audience groups.
“Students and prospective students are more effectively reached through creative and interactive content on social media platforms such as TikTok, Instagram, and YouTube,” she said.
“Conversely, this approach is less effective for parents and families, who tend to seek credible information through the faculty’s website, print media, and alumni achievement publications.”
Beyond tailored strategies, Damayanti also emphasized the importance of digital crisis management, where speed and discretion in response are crucial to success.
To strengthen the technical aspects of writing, Head of Harian Kompas’s Central Java–Yogyakarta Bureau, Haris Firdaus, delivered a session titled “Journalism for Public Relations Practitioners”.
The Kompas journalist outlined the distinction between two reporting frameworks, “who does what” and “who says what.” According to his analysis, the latter framework holds greater relevance in today’s media landscape because it captures the substance and message behind an event rather than merely reporting an activity.
“This is how we ensure our content not only builds a positive image but also remains relevant to the public,” Firdaus emphasized.
The workshop is expected to serve as a momentum for strengthening the role of all faculty members in shaping the institution’s image. Professor Selo reaffirmed that this responsibility is shared by everyone.
“Every staff member carries the responsibility to build the brand of FT UGM for the better, each through their respective roles,” he concluded.
Authors: Aldi Firmansyah & Radaeva Errisya (FT UGM)
Editor: Gusti Grehenson
Post-editor: Rajendra Arya
Photographs: FT UGM