Source: Untar Public Relations – AJ

The Higher Education Service Institution (LLDikti) Region III held a Panel Discussion on Public Relations and Protocol for Private Universities (PTS) on Wednesday, June 18, 2025, at Universitas Budi Luhur, Jakarta. The event brought together public relations representatives from various private universities across the Greater Jakarta area (Jabodetabek) with the aim of strengthening institutional communication capacity in the digital era.

One of the speakers, Septia Winduwati, S.Sos., M.Si., a lecturer from the Faculty of Communication Science (Fikom) at Untar, shared best practices in managing public communication within her campus environment. She emphasized that social media is a strategic platform for universities to reach younger generations.

“Universities must be present on social media actively and authentically. That is the key to capturing the attention of young audiences, without compromising the core values of the institution such as integrity, professionalism, and an entrepreneurial spirit,” explained Septia, who is fondly known as Tia.

According to her, light or humorous content is often more effective in building emotional connections with the audience. She also suggested that universities involve lecturers and students as part of their digital narrative by showcasing the joy and positive dynamics of campus life.

“The social media landscape changes rapidly. We showcase the fun side of campus life through our lecturers, students, and a vibrant learning atmosphere. Collaborating with influencers or celebrities who are currently studying can also help broaden the reach of our message,” she added.

Septia also emphasized the importance of producing engaging content that is cross-platform and tailored to the characteristics of each digital channel.

The panel discussion also featured Doddy Zulkifli Indra Atmaja, S.I.Kom., M.Si., Head of Public Relations at the Ministry of Education, Culture, Research, and Technology (Kemdiktisaintek), who highlighted the challenges of public communication in the digital era. He noted that university public relations officers must be adaptive to the rise of citizen journalism, disinformation, audience fragmentation, as well as the emergence of echo chambers and filter bubbles.

“Universities must make an impact and be felt by the community. Public relations must be adaptive, creative, and capable of delivering accurate messages across generations and platforms. Avoid noise, and make communication a strategic tool for building the institution’s image,” emphasized Doddy.

He also encouraged universities to collaborate in creating digital content. Doddy cited the collaboration between UI and ITB as an example of a strong shared narrative and expressed hope that private universities within the LLDikti Region III area would begin to build similar synergies.

Meanwhile, Acting Head of LLDikti Region III, Tri Munanto, S.E., M.Ak., in his remarks, emphasized that the institutional transition from the Ministry of Research, Technology, and Higher Education to the Ministry of Education, Culture, Research, and Technology requires the active role of public relations in effectively and impactfully communicating policies.

“Public relations is no longer just a supporting function, but the frontline in building the image of higher education institutions. This transition needs to be communicated through a strong narrative that can reach a broad audience,” explained Tri Munanto.

In addition to Septia and Doddy, the panel discussion also featured several other speakers, including Dinna Handini, S.Sos., M.I.Kom. (Head of the Publication and Documentation Team at the Ministry of Education, Culture, Research, and Technology), Arifin Habibillah (Head of the Protocol Team at the same ministry), Anastasya Putri, S.E., M.I.Kom. (Head of the Public Relations Bureau at Universitas Budi Luhur), and Dr. Dina Kristina, M.Si. (Head of the Public Relations Bureau at Universitas Bhayangkara Jakarta Raya).

This panel discussion served as a strategic forum to strengthen synergy among public relations teams from private universities, while also enhancing the quality of public communication that is relevant, educational, and participatory within the ever-evolving digital ecosystem. (AJ/VC)