Universitas Gadjah Mada (UGM) continues to demonstrate its commitment to strengthening the function of public relations (PR) by providing relevant and up-to-date knowledge.
UGM’s PR practitioners are expected to become more professional in their duties and capable of addressing the increasingly complex communication challenges of the digital era.
To reinforce the role of public relations within UGM, the Office of Public Relations, News, and Protocol organized a workshop on Monday (Aug. 26) titled “Integration of Owned, Earned, and Paid Media for Effective Communication.”
The event, held in Multimedia Room 1 on the 3rd floor of the northern wing of UGM’s Central Office, was attended by social media specialists, content creators, PR specialists, and digital analysts from various departments within UGM.
The workshop aimed to comprehensively understand effective communication strategies by integrating various types of owned, earned, paid, and shared media.
The event featured three experienced speakers in communication and media: Mohamad Ryan Saputra, Farchan Noor Rachman, and Winda Pratiwi.
The workshop’s first session was led by Mohamad Ryan Saputra, who delved deeper into owned, earned, and paid media concepts. Saputra explained that owned media are platforms owned and fully controlled by an organization, such as websites, blogs, and official social media accounts.
Earned media, on the other hand, refers to the results of media coverage or content generated by third parties, such as reviews and word-of-mouth promotions. Paid media includes all forms of paid promotion, such as online ads and sponsored content.
In his presentation, Saputra also included an interactive quiz where participants were invited to solve real-world case studies related to the use of these three types of media.
“By understanding this modern media landscape, PR professionals can plan more effective and comprehensive communication strategies,” he said.
Farchan Noor Rachman continued the second session by highlighting the importance of building consistent narratives through media integration.
Rachman discussed owned, earned, and paid media and introduced the concept of shared media—media that emerges from community participation, such as collaborations with influencers or certain communities that share a common vision with the institution.
“Shared media is crucial in modern communication, especially in today’s digital era. By partnering with communities and aligning branding, we can create broader and more consistent awareness under the large umbrella of UGM Public Relations,” Rachman explained.
He emphasized the importance of message alignment across all platforms so that when UGM communicates a specific message, all components under it convey the same message.
Winda Pratiwi led the third session, which discussed holistically implementing media integration strategies. According to Pratiwi, the success of media integration requires careful planning and involves all types of existing media.
“Holistic integration is key to building effective communication. It’s not just about utilizing various media, but also ensuring that all these media work harmoniously with the same goal,” Pratiwi said.
She noted that quality, engaging, relevant, and consistent content is vital for building a positive image and attracting audiences. Additionally, data analysis is equally important.
“Data is the foundation for measuring the effectiveness of media campaigns and making necessary improvements. By understanding data, we can adjust strategies to be more targeted,” she explained.
Pratiwi also reminded participants that the ability to process and evaluate information has become limited in the current era of easy access to information. Therefore, selecting information that is truly relevant and valuable is essential.
“We must focus on our audience. Recognizing who our audience is and what they need will help us deliver the right message,” Pratiwi added.
The eight-hour workshop provided valuable insights for participants in understanding and implementing more effective communication strategies.
Participants are expected to apply the knowledge gained in their daily activities at UGM, whether managing social media, designing campaigns, or analyzing data.
Author: Dita
Editor: Gusti Grehenson