The University Public Relations Unit Communication Strategy in Facing the 4.0

Mareta Maulidiyanti, Pijar Suciati, Sri Rahayu

2019

Abstract

Public relation is a strategic function in the organization. The 4.0 technology era brings many changes in the public relations job. Public Relations in University has a different character with other company. In the 4.0 era, public relations should adapt to new media which is user-generated content. This paper will explain the improvements in industry 4.0 and its impact on public relations roles, especially for Public Relations at the University. Technology in 4.0 brings some opportunities to Public Relations to expand and improve their services to their public. As we know, Public relations have a responsibility o maintain corporate image and reputation. They should know how to utilize new tools. Their knowledge about technology is fundamental in this post-human era. The failure to cope with these challenges will result in a decrease of the university image and reputation. This paper explores how public relations in Universitas Indonesia (both the University & the faculty P.R. Officer/Head) can take benefit of the new tools. It will explain the requirements that make public relations take benefit from. In order to achieve the research findings, a descriptive method used in this paper. We explain the strategy of University P.R. and also its implementation in the faculties. The result is that P.R. in Universitas Indonesia has already tried to adapt and deal with the 3.0 technology. The tries to utilize social media monitoring and utilize Chabot to maintain the relationship with the public, maintain corporate image and reputation. All those technologies will be function properly if we make a good workflow that serves the public's needs. Finally, University PR practitioners should be aware of this and prepare to utilize all technology to support their task every day and correctly. Form the discussion, and we can conclude that P.R. practitioners in Universitas Indonesia have already tried to adapt to 4.0 era. Their effort can be seen from the shifting in the communication platform used, and they evaluate it. The improvement should be made on keyword management of Universitas Indonesia social media monitoring and chatbot.

Paper Citation

in Harvard Style

Maulidiyanti M., Suciati P. and Rahayu S. (2019). The University Public Relations Unit Communication Strategy in Facing the 4.0. In Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE, ISBN 978-989-758-530-2, pages 33-38. DOI: 10.5220/0010028600002967

in Bibtex Style

@conference{icvhe19,
author={Mareta Maulidiyanti and Pijar Suciati and Sri Rahayu},
title={The University Public Relations Unit Communication Strategy in Facing the 4.0},
booktitle={Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE,},
year={2019},
pages={33-38},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010028600002967},
isbn={978-989-758-530-2},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE,
TI - The University Public Relations Unit Communication Strategy in Facing the 4.0
SN - 978-989-758-530-2
AU - Maulidiyanti M.
AU - Suciati P.
AU - Rahayu S.
PY - 2019
SP - 33
EP - 38
DO - 10.5220/0010028600002967