Syahida Inn, August 21, 2024 – UIN Jakarta Information and Public Relations Center held a Media Consignment with the theme “Content Management of Higher Education Website and Social Media,” on Wednesday (August 21, 2024) at Syahida Inn UIN Jakarta. Amelita Lusia, a public communication expert, delivered a statement that tickled the attention of the participants. She emphasized that “Public Relations or public relations is the neck of the university.” Amelita said while explaining that the public relations function is no longer just a complement, but a vital component that determines the direction and reputation of the university in the eyes of the public. This statement sparked the enthusiasm of the participants, who are the PIC (Person in Charge) of Public Relations from each unit within UIN Jakarta.

Amelita, who currently serves as Head of the Public Relations and KIP Bureau at the University of Indonesia, describes public relations as the “neck” that connects the head and the body, where the head represents the institution's vision and mission, while the body is all daily activities and operations. “Public relations is the link that determines how the university is seen by the outside world. Without strong public relations, universities can lose their way in communicating with the public,” Amelita said, pointing out the neck that connects the head and body.

This statement is increasingly relevant in the midst of increasing global competition in today's digital era. Amelita also highlighted that the role of public relations, both at the university level and in work units, can no longer be underestimated. According to her, public relations must be an effective spearhead in building communication and maintaining the institution's reputation in the midst of fast-changing information dynamics.

With this strong statement from Amelita, she hopes to spark enthusiasm and motivate the Public Relations PICs not only to carry out their duties, but also to innovate ways to maintain and manage the university's image in the eyes of the public. (Rizki Mulyarahman)