IPB University PR Team Increases Capacity with Communication Strategy Expert

In order to increase the capacity of the public relations (PR) team for the preparation of communication strategies, the Bureau of Communication team IPB University, consisting of the Publication, Broadcasting, Integrated Services and Promotion Sub-Divisions, learned from a practitioner and communication strategy expert, Fardila Astari. The event was held in the Rector’s Meeting Room 1, IPB Darmaga Campus, 10/7.

The Chairperson of Bureau of Communication IPB University, Yatri Indah Kusumastuti expressed her gratitude for Fardila Astari’s willingness to take the time for the IPB University team. She admitted that research instruments in the world of communication science have experienced rapid development, so Yatri said that this was an opportunity for her team to continue learning.

Starting her presentation, Fardila Astari said that IPB University Public Relations could be a role model because of its achievements in various PR-related award events in Indonesia.

“IPB University always wins wherever it is. There is always a wow effect in every presentation, so that the documents competed by IPB University become something interesting,” she said.

Fardila in his explanation conveyed the importance of frameworks in communication work. However, she said, frameworks in communication are an old science, but have only recently been widely recognized.

“Communication work is part of management, we must know and read the institution’s vision and mission and also understand the long-term and short-term plans, where our institution is headed,” she said.

She further said that there are five capabilities that every PR practitioner must have, namely planning, campaign, crisis communications, evaluation and measurement and social capital.

She explained that the PR team must be observant in capturing what issues occur externally and internally. Then, she continued, determine what issues are priorities. The PR team must also be able to map and analyze which groups can have an impact on the institution, including affecting reputation and profit. “Thus, it can be mapped which ones should receive special attention,” she added.

At the end of the presentation, Fardila said that maintaining reputation is the CEO’s job, in this case the rector as the leader of the university. Therefore, she emphasized that PR and the highest leader must walk side by side. (dh/Rz) (IAAS/HNJ)