Human resources (HR) are one of the key elements in supporting the progress of an organization or institution.
There are various efforts to improve human resources, including providing training.
Widyatama University (UTama), one of the leading universities in Bandung and Indonesia, is an institution that pays close attention to the capabilities of its human resources.
Vice Rector for Finance, Human Resources, and Facilities, UTama, Dr. H. Deden Sutisna, S.E., M.Si., (second from left)
Among them is improving public relations skills by holding a “Public Relations Training for Academics” event. Initiated by Henry Metrya Taufik, M.M., Head of the Public Relations, Protocol and Promotion Bureau of UTama.
The event was held in the Hall of Building B, 4th Floor, UTama Campus, Jalan Cikutra No. 204-A, on Thursday (15/4/2021).
The event was attended by Deans, Heads of Study Programs, Heads of Bureaus, and UTama lecturers from the Faculty of Engineering, Faculty of Languages, Faculty of Business Management, and Faculty of Visual Communication Design.
Vice Rector for Finance, Human Resources, and Facilities, UTama, Dr. H. Deden Sutisna, S.E., M.Si., said in his speech that public relations knowledge needs to be understood so that communication can run well, both internally and externally. This will improve cooperation with one another, as well as the trust of the wider community in Widyatama University.
At the event, Yusuf Fitriadi, a former senior economic journalist and former Head of Human Resources at Harian Umum Pikiran Rakyat, was invited to be the speaker.
Yusuf Fitriadi, giving his presentation
Previously, Yudi, as he is familiarly known, had provided training on writing press releases for UTama lecturers. The aim was to improve their writing skills so that their writing would be easier to understand and more interesting, thereby ensuring that the content of their writing would be conveyed to readers/the general public.
According to Yudi, the development of digital mass media and the increasingly critical view of the public towards the development of higher education and central and regional government policies mean that all universities (including Widyatama University) must have adequate public relations capabilities.
Furthermore, Yudi said, in order to be able to manage the various information that needs to be conveyed, it must be clear and comprehensive. This will enable the university to maintain its competitiveness.
“All members of the academic community should have basic knowledge of public relations. At the very least, academics should have basic public relations skills to communicate with the public,” said Yudi.
Because, according to him, with various changes taking place, he will increasingly be faced with situations where he must communicate with the public. Information about the Tridarma Perguruan Tinggi (Three Pillars of Higher Education) should be processed into public relations information to increase public understanding of Widyatama University’s activities.
“So that later, together with the public relations department, it will maintain and enhance the positive image of the institution. Apart from Tridarma, regulations related to higher education are still difficult for the public to understand. For example, provisions concerning accreditation and the public’s understanding of accreditation are sometimes not linear. This leads to misunderstandings due to ignorance. If this is not responded to or explained properly, it can cause harm to the institution,” explained Yudi.
Of his many points, there are three main things that need to be understood in public relations, namely communication, the public, and strategy.
Academics, said Yudi, must understand communication, at least interpersonal communication and mass communication. This includes an understanding of the public served by public relations, namely the internal public (employees, organization administrators) and the external public (consumers, government, press, general public).
Meanwhile, when it comes to strategy, implementing good public relations requires an effective strategy, because various public relations activities must be carefully planned, sustainable, and integrated with the organization’s vision and mission.
(Source: majalahsora.com)
