Universitas Gadjah Mada (UGM), through its University Secretariat, organized a workshop on public relations and protocol management on Monday, Jul. 21, 2025, at the Multimedia Room, UGM Central Office.
The event, attended by public relations and protocol staff from all faculties and UGM work units, aimed to enhance the capacity of human resources in managing public communication and official protocol in an adaptive, strategic, and professional manner.
Amid the rapid flow of information and growing demands for public accountability, the role of institutional communication has become increasingly crucial.
The workshop featured two keynote speakers: Doddy Zulkifli Indra Atmaja, Head of Public Relations and Protocol at the Directorate General of Higher Education, Research, and Technology; and Yayat Hendayana, Senior Public Relations Officer at the Ministry of Higher Education, Science, and Technology.
Both presented the challenges and strategies in managing public communication and protocol within higher education institutions.
Participants were also invited to reflect on their daily experiences and challenges.
The forum aimed to foster alignment and the exchange of best practices among institutional communication teams.
In his presentation, Atmaja emphasized the importance of applying Lasswell’s Formula as the foundation of effective public communication: ‘Who says what in which channel to whom with what effect.’
He explained that this classical model remains highly relevant in today’s digital era, particularly in minimizing communication “noise” that can hinder message delivery.
“If the message is not delivered through the right channel to the right audience, it can be misunderstood, or not received at all,” he said.
Atmaja also highlighted how the landscape of public communication has drastically shifted, from the era of print media to the age of social media and post-truth.
He noted that people today are more likely to believe information that aligns with their existing beliefs, regardless of its accuracy. For this reason, he encouraged participants to craft messages grounded in data and human-centered approaches, thereby remaining relevant and trusted by the public.
“We live in an era where social validation can be more influential than facts. That’s why public communication must be science-based, visually engaging, and delivered across multiple channels with compelling narratives,” Atmaja added.
He further stressed the importance of social media literacy among university public relations practitioners.
It is not enough to simply know the communication channels; one must also understand audience behavior and how to tailor content to the characteristics of each platform.
Additionally, students can be empowered as young communicators who can effectively engage with their peers in organic and creative ways.
“As PR professionals, we may choose whether or not to be active on every platform, but we cannot afford to be unaware of how each social media platform operates. That would make it difficult to understand how audiences interact,” he stated.
Meanwhile, Yayat Hendayana underscored the critical role of protocol officers in upholding the dignity and image of an institution by ensuring events are conducted in an orderly and proper manner.
He explained that protocol staff serve as the frontline in guaranteeing that formal events proceed smoothly, precisely, and with appropriate respect for institutional structures.
Mastery of event context, social sensitivity, and command of official procedures are essential skills for every protocol officer.
“Protocol is the institution’s first impression in every official event,” he asserted.
Hendayana also emphasized the need for strong collaboration between protocol and public relations teams in executing institutional events.
According to him, the two functions are complementary: protocol ensures order, while public relations ensures that messages and institutional image are effectively communicated to the public.
In the increasingly complex communication ecosystem of higher education, synergy between the two is key to success.
“Intensive coordination and mutual respect are the foundation of effective institutional communication,” he added.
The workshop is part of UGM’s ongoing commitment to strengthening institutional communication professionalism and capacity.
Effective communication and protocol strategies are deemed vital for building public trust and reinforcing UGM’s standing as a responsive and impactful national university.
In addition to knowledge sharing, the event served as a networking space for communication teams across different work units.
Moving forward, UGM is committed to regularly organizing similar training sessions as a long-term investment in institutional governance.
Author: Triya Andriyani
Post-editor: Lintang Andwyna
Photographer: Donnie Trisfian