Strengthening Media Relations: Sharing Insights at USIM’s International Mobility Program

The future of Public Relations (PR) is bursting with potential as the next generation of communicators tackles the delicate balance between personal values and organizational ethics. This dynamic conversation was the highlight of my recent lecture on “Building Media Partnerships Through Strategic Public Relations” at USIM’s International Mobility Program.

Students from Universitas Muhammadiyah Yogyakarta and USIM’s Communication program dived deep into the discussions about PR strategies and practices, showcasing their passion for the field while making the lecture a highly engaging session.

During this program, I led a thought-provoking discussion on the vital role of building media partnerships in PR. This session focused on the importance of establishing and maintaining strong relationships with media professionals—an indispensable element for any successful PR strategy. We explored a variety of approaches to foster meaningful media relationships, with an emphasis on professionalism, transparency, and ethical communication.

Equally essential is finding ways to collaborate with the media, whether through commercial sponsorships, Corporate Social Responsibility (CSR) initiatives, or special programs and supplements that create value for both parties. Building these collaborative efforts ensures that PR practitioners and media outlets can achieve mutual success while benefiting the public.

In addition to media partnerships, we touched on several important topics: the challenges PR professionals face, the career shift from journalism to PR, and the core functions of an effective PR department. The students were particularly interested on what is required to become a successful PR practitioner and even delved into the more controversial side of PR practice.

I’d like to extend a heartfelt kudos to all the students for their insightful contributions and for making this lecture truly memorable. A big thank you to Dr. Fauziah and Dr. Rosidayu for the opportunity to speak—it was an honor. Here’s to many more collaborations and enriching discussions with USIM in the future!