Universitas Gadjah Mada
Faculty of Economics and Business

The Faculty of Economics and Business, Universitas Gadjah Mada (FEB UGM) made a brilliant achievement through the achievement of the FEB Public Relations (Humas) Unit, which successfully won four awards in the 2023 UGM Public Relations Award. With the theme "Collaboration for a Reputable UGM", this award aims to provide an appreciation for the activeness, achievements and innovation of public relations work at UGM, as well as being a benchmarking event between public relations work units at UGM. Participants in this award involve various faculties/school, directorates, bureaus, units and offices, study centres, and other work units within UGM.

The competition mechanism requires each participant (work unit) to prepare a public relations report with communication strategies, including communication objectives, target audience, messages, content planning, evaluation, and points in the assessment criteria. The jury team of academics and practitioners assessed the submitted public relations reports to determine the winners. On Friday (8/12), FEB UGM won first place in the Page Management category, first place in the TikTok Social Media category, second place in the YouTube Social Media category, and second place in Instagram Social Media.

Reyneta Ramdhani, who is familiarly called Rere, is the coordinator of the FEB Public Relations Team. She expressed her gratitude for this achievement. She stated that this success was inseparable from all team members' dedication and hard work, namely social media admins, reporters, designers, and photographers/videographers. "Our team overcame every challenge we faced well, starting from the content research stage, review by faculty leaders, design execution, to double checking the credibility and actuality of information," she added. Rere also expressed her gratitude for the support from the faculty leadership and the entire FEB UGM academic community, who played a significant role in the content creation process.

Rere assesses that the key to the success of the FEB UGM Public Relations Team lies in consistency, the ability to adapt to the latest trends, and relevance to developing economic and business issues. However, she realized the need to continue evaluating for improvement. "To increase public awareness of FEB UGM, we will always strive to improve and develop various aspects of the Public Relations team. We also really hope for input and criticism from the public so that we can continue to provide quality and useful information," concluded Rere.

Admin Team Story: Building Achievements and Branding FEB UGM Through Social Media

The FEB UGM Public Relations Admin Team consists of Akbar Rahul Muaffan (2020 Business Management), Christy Early (2021 Economics), Nagma Nasywa Assegaf (2021 Accounting), and Rio Agustino Handoyo (2021 Management). They are tasked with creating engaging content to increase awareness of FEB UGM through social media. They are also responsible for managing and maintaining engagement with followers on various FEB UGM social media, including Instagram, TikTok, and Twitter.

Rahul, the person in charge (PIC) of Instagram, revealed the team's primary strategy for creating exciting content. “Involving the entire FEB UGM community in creating content is key. Lecturers, students, teaching staff and alumni also play a role in creating quality content that aligns with educational branding but is still of interest to the audience," said Rahul. The Admin Team has a structured approach to careful content planning by formulating content pillars and goals and adapting to possible trends that will occur. "Everything must align with the Sustainable Development Goals (SDGs) and the values of FEB UGM," added Rahul.

As TikTok's PIC, Rio revealed that dealing with the ever-evolving TikTok algorithm is a challenge. "The improvement that we need to continue to strive for is how we can understand the ever-changing TikTok trends and get around them by creating content relevant to everyday life," said he. In maintaining user engagement, the Admin Team uses various tools and metrics to monitor content relevance. Apart from that, they carry out quality control involving Public Relations and Gumilang Coordinator Aryo Sahadewo, Ph.D., Vice Dean for Finance, Assets and Human Resources at FEB UGM to ensure that every content produced is by the quality standards and values of FEB UGM.

Reporter Team Story: Immortalizing the FEB UGM Journey in Writing

The FEB UGM Public Relations Reporter Team consists of Hayfaza Nayottama (Business Management 2021), Rizal Farizi (Economics 2021), and Adella Wahyu Pradita (Accounting 2022). They are tasked with covering various activities at FEB UGM and producing articles that are informative, credible and interesting to read on the official FEB UGM website. As a representative of the Reporter Team, Rizal expressed his joy at winning first place in the page category. "We continue to innovate in every article, including integrating the information we write with the SDGs," he said. As a form of commitment to improving the quality of articles, the Reporter Team regularly monitors article engagement and relevance through several tools, such as Google Analytics.

This victory cannot be separated from the role of Muhammad Ali Faiq, familiarly called Ali, IT Staff of FEB UGM. "Our role at SI FEB is to maintain the page so that it is easily accessible both directly and via search engines," said Ali. He revealed that one of the challenges was how to package information content in the form of coverage articles to make it easy to understand and valuable for users. According to him, the key to this victory lies in the diversity of information content created, the design presented well, and consistency in disseminating articles via social media.

Photographer/Videographer and Designer Team Story: Bringing FEB UGM Content to Life through Visual Lens and Design

The FEB UGM Public Relations Photographer/Videographer Team consists of Zaid Alfarizi (Accounting 2021) and Rizqi Prasetya (Economics 2021). They are tasked with immortalizing every moment at FEB UGM in the form of photos or videos, which are then used as visualizations of the content produced on the FEB UGM website and various social media. In maintaining the quality of photos or videos, Zaid revealed that they use cameras/hand phones with predetermined standard settings. “We continue to develop visual quality and content. "We need input from various parties, both inside and outside FEB UGM, so that we can continue to innovate," said Zaid.

Meanwhile, the FEB UGM Public Relations Designer Team consists of Kilian Arjunata Bratyasesa (Business Management 2021) and M. Zaenul Faris (Accounting 2020). Design plays a crucial role in FEB UGM's communication efforts. Designers are tasked with "bringing to life" the content produced by the Admin Team and Reporter, in visual form. “Some posts perform better than others. "We always try to identify the factors that make content superior and apply them to other relevant content and ensure that we don't stagnate," said Kilian when asked about the design team's strategy. He also said that the Design Team will continue improving its capabilities to produce attractive, relevant designs and will still be guided by the FEB UGM guidelines.

FEB UGM feels very proud and appreciates the brilliant achievements achieved by the Public Relations Team! Hopefully, this achievement can motivate all team members to continue to innovate to improve the quality of information presented to the audience.

Reportage: Adella Wahyu Pradita