Members of the IPB University Communication Group Learn to Become Creative and Innovative Public Relations Persons
IPB University is holding a Public Relations Workshop with the theme ‘Becoming a Creative and Innovative Public Relations Person in the Digital Age’. The activity was held on Wednesday (23/8) at the Andi Hakim Nasoetion Auditorium, Dramaga Campus of IPB University. This workshop was attended by members of the communication group, work unit website admins and social media admins within IPB University. Also attended by representatives of the Student Executive Board – Student Families (BEM-KM), IPB University Ambassadors, Chairs of Administration, Information Management and Documentation Officer Team (PPID) and the IPB University Communication Bureau team.
This activity was opened by the Chairman of the IPB University Communication Bureau, Yatri Indah Kusumastuti. She said that by holding this workshop and having a communication group at IPB University, it was hoped that it would become a platform for exchanging information between work units.
“I hope this activity can improve the management of social media and websites both at the institutional and work unit levels. We are holding this activity as a form of support for work units within IPB University,” she said.
Chairman of the Executive Board of the Bogor Public Relations Association (BPC Perhumas) Branch, Mariana RA Siregar said that this activity was a form of collaboration between universities and BPC Perhumas Bogor.
“This activity is a form of collaboration between universities and public relations organizations, in this case, the Communication Bureau of IPB University and BPC Perhumas Bogor. Hopefully this activity can increase knowledge and increase the role of public relations people within IPB University,” she said.
Present as a guest speaker was Jojo S Nugroho, Chairman of the Association of Indonesian Public Relations (PR) Companies. In the material he delivered, Jojo explained that in public relations management, to achieve a reputation, publicity management is required.
“Reputation is built through long-term strategic planning. Reputation cannot be bought. Therefore, reputation must be built, strengthened and maintained continuously,” he said.
He continued, reputation is built through long-term strategic planning by developing a communication strategy. This strategy is useful for conveying messages effectively to certain audiences through the right channels.
“Reputation is built from good performance and communicated with creative storytelling, then maintained through innovative communication strategies,” he concluded.
The second resource person was Dr N Nurlaela Arief, Deputy Chairperson for Public Relations Training, the Indonesian Public Relations Association (Perhumas). She explained the material ‘Artificial Intelligence (AI) in Public Relations’.
“There are five classifications of AI technology in the world of public relations. First, AI helps to complete tasks. Second, AI functions to identify audience opinions and perceptions of goods or services,” she explained.
Third, AI technology, She continued, can automate various tasks and jobs. Fourth, AI functions to collect data in decision making. Finally, AI technology can manage information based on unstructured data types.
“Best practice for using AI tools in PR campaigns, we must determine goals, choose the right tool, monitor data analysis, evaluate and ensure data privacy or security,” she said. (Lp/Rz) (IAAS/Res)
