Yogyakarta- Public Relations (PR) has strategic function, especially to enhance the image of an organization. However, talking about PR is not only limited to issues of good or bad image or media relations but more complex than those. “PR does not only deal with media relations but how building perception from the existing reality, it is the time for PR to work,” Managing Partner and Senior Consultant of Asia PR, Silih Agung Wasesa, said in Public Relation Training held by Public Relations and Protocol UGM at Multimedia Room on Wednesday (11/5).
Silih said that many things can be optimized to build PR. Several things can be started from knowing, quality, loyalty, and news (information) giver from Human Resources in PR Unit. Involving alumni, according to Silih, is also quite potential to optimize PR function. “Thus, in the future, the works of PR are not only making a program and proposing for budget. It is out of fashion. Alumni are potential to have synergy with,” he said.
The alumnus of Faculty of Psychology UGM exemplified the importance of PR’s role in Faculty, Center for Studies and other units to improve UGM’s image toward World Class Research University. The concept of WCRU should be re-translated up to bottom level in order to be implemented by PR or other academic communities. “Here, the synergy of all related groups is needed in order to achieve university vision and missions,” Silih said.
Meanwhile, a faculty of Communication Science of UGM, Muhammad Sulhan, S.I.P., M.Si., in the training said that complexity of PR’s works is related to management and communication issues. Sulhan also mentioned several guidelines which should be held by PR such as maximum ability of personal communication, ability to analyze issues and information in mass media every day to place products and services in appropriate position. “Other abilities are understanding characteristics of mass media as supporting marketing communication or filtering the most important messages to be delivered,” Sulhan said.
At the end of the training, Sulhan also reminded that many PR tools surrounding the PR’s work need to be developed. The PR tools referred to are, among others, press broadcast, media relation, blogs, crisis, web relation, industry trends, editorial, sponsorships, and investor relations.
UGM Executive Secretary, Drs. Djoko Moerdiyanto, M.A., opening the training expected that there would be a follow up to the event, especially to build image and reputation of UGM. Besides, through Human Resources in UGM Public Relations or in other units is expected to design good public relation programs and can build reputation. “With skillful personnel and creative ideas from Human Resources in Public Relation, there are good and continuous public relation programs in order to keep UGM’s reputation which is good up to international level,” Djoko said.
The public relation training this time was held for two days and followed by 61 participants from Faculties, Graduate School, Vocational School, Center for Studies and other units in UGM. Materials delivered include Basic Principle of Management and Public Relations Work Program, PR Tools, PR in University, Cyber PR, Media Relations, and practice to write press releases.