On 15 July 2024, a Focus Group Discussion (FGD) was held by LLDikti region III in the framework of the Anugerah Humas Dikristek (AHD) activity with the theme of improving public relations in universities in LLDIKTI region 3. In this activity, LLDikti intends to promote the development of public relations which not only functions as a representative of an academic institution but is a bridge of information for all internal and external parties. In today's digital era, the role of public relations in higher education is increasingly important and complex. Not only in charge of maintaining the image and reputation of the institution, public relations also serves as a communication bridge between universities and various stakeholders, such as students, staff, alumni, the community, and the media. Communication technology, especially social media, has become the main tool for public relations to carry out its functions effectively and efficiently. This article will discuss how public relations in higher education can be developed through the role of communication and the utilisation of social media.

As a management function that assesses public attitudes along with the institution's frontline, PR is responsible for ensuring the institution's messages and values are effectively conveyed to various stakeholders, as well as responding to and managing public perceptions of the institution.

This is considered increasingly prevelant with the communication challenges that are developing dynamically and complexly among the younger generation. In a public approach and with the development of social media which is the main focus of the majority of the younger generation. Therefore, a strategy is needed to capitalise on social media as a medium for organisational education delivered by public relations in order to achieve a wider outreach.

In its duties, Public Relations certainly applies operational guidelines which mostly cover public communication. The existence of communication as a public bridge is the key to the work of public relations. One of the communication methods described by Joseph A. Devito which prioritises interpersonal communication as an effective method of delivering messages to the public. 

In addition to the intensity of communication undertaken by HUMAS interpersonally, capitalising on the existence of social media is also a public outreach tactic that can be used. Through social media that focuses on the quality and optimisation of social media searches, it is hoped that public outreach will be carried out as much as possible towards public awareness of an institution. 

Therefore, it is necessary to have the support of public relations that contributes as a media control. This is because various outside media have their own influence that can create echo chambers, namely situations that describe partial exposure to information, ideas, or opinions that support their own views, while different or conflicting information or opinions tend to be ignored or ignored. With the existence of public relations as a media relations monitor, the spread of claims can be minimised.

PR, in addition to being a division that promotes communication internally, also focuses on communication to those outside the organisation. This is the basis of public outreach and strategic communication carried out to maintain good relations between the institution and external parties. Through the RICE technique (Research, Identification, Communication, Education) that has been delivered in the presentation of LLDikti events related to public relations, good media relations can be achieved through thorough research is a form of optimisation of the Public Relations work unit.

The role of communication and social media in the development of public relations in higher education cannot be underestimated. With the right strategy, public relations can improve the image and reputation of universities, strengthen relationships with stakeholders, and respond effectively to issues or crises. Optimal use of social media allows PR to reach a wider audience and build a stronger community in this digital era.

(Kornelia Johana / Humas UNDIRA)

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Biro Humas & Sekretariat Universitas Dian Nusantara

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