An institution is expected to establish effective communication with the media to build its reputation. Good communication enables an institution to convey its programs and innovations effectively to the public and manage potential crises when facing negative issues.
This was discussed during a workshop titled ‘Internal Communication Guidelines’ organized by the UGM Secretariat on Friday, Jan. 31, 2025, in Multimedia Room 1, UGM Central Office.
The workshop featured four experienced media practitioners: Tirta Mandira Hudhi, MD, Winda Pratiwi, Farchan Noor Rachman, and Mohamad Ryan Saputra.
Mohamad Ryan Saputra, speaking on the Media Appearance Application, explained several media communication channels, including press releases, press conferences, media interviews, articles and opinions, social media, and media kits.
When these communication channels are well-managed, an institution can effectively convey information to the public, enhance transparency, address sensitive issues, and communicate its programs or innovations.
“This also helps in managing communication crises,” he said.
During a crisis, several key steps ensure information is delivered accurately, such as coordinating with relevant parties, prioritizing data transparency for agreed-upon matters, and responding quickly to minimize the chances of misinformation from other sources.
He also emphasized the importance of having a spokesperson to communicate information clearly and competently.
“Using various owned media platforms to share the same information provided to journalists ensures that other media and the public have accurate reference points,” he added.
Farchan Noor Rachman, speaking on Publicity Handling and Government Relationships, highlighted five key principles in media communication: transparency, which calls for clear and honest information; consistency, maintaining a stable narrative across platforms; responsiveness, addressing media inquiries and public concerns quickly; empathy, understanding the audience’s perspective and concerns; and proactivity, anticipating potential issues and preparing responses in advance.
Meanwhile, Tirta Mandira Hudhi, MD, on the topic of Building Community Relationships, emphasized the importance of establishing strong relationships with stakeholders to build trust, as such relationships can strengthen collaboration.
“A positive reputation attracts new partners and sustains existing relationships,” he explained.
Winda Pratiwi, in her topic, Setting the Communication Officer, stated that PR practitioners today must be strategic in delivering knowledge-based information.
She urged PR professionals to avoid making careless comments or creating content that might foster negative affirmations among the public.
“On social media, there are both positive and negative affirmations. Negative affirmations can lead to cyberbullying, so don’t use your thumbs recklessly. Hence, the campaign ‘We listen and we don’t judge’ was launched,” she concluded.
Dr. Andi Sandi Antonius Tabusassa Tonralipu, UGM’s University Secretary, expressed his hope that this workshop would help PR practitioners better understand the crucial role of public relations and implement it in real-world scenarios, especially when facing communication crises in the era of advanced information and communication technology.
Author: Kezia Dwina Nathania
Editor: Gusti Grehenson
Post-editor: Lintang
Photographer: Donnie