Depok-In the era of Industry 5.0, the world of public relations faces increasingly complex challenges along with the development of technology and public expectations. The integration of artificial intelligence and human values requires public relations (PR) practitioners to not only master digital technology, but also maintain empathy and authenticity in communication. Amidst the rapid flow of information and media disruption, public trust has become an expensive commodity. The biggest challenge today is how PR can remain relevant, adaptive, and strategic in building a reputation and maintaining meaningful relationships with the public, while still upholding ethics and sustainability values.
Based on the PR INDONESIA Group Survey in February – March 2024, 34.33% of 181 PR practitioners stated that a competent team is the main key for PR to be seen as strategic. This is a challenge in the world of public relations, considering that PR work is not personal work, but a team. Therefore, the competence of the PR team is important so that communication strategy efforts can be implemented optimally. Responding to this challenge, the Public Relations study program, Vocational Education Program, Universitas Indonesia (UI), presents Makaravox UI, a teaching factory (TEFA) in the form of a PR agency to bridge the alignment between the academic world and industry.
(Photo: Makaravox UI Team working on a public relations project)
Makaravox UI was established as an initiative that integrates education, industry, and digital technology in a practice-based learning ecosystem. The TEFA concept that is carried out allows students to be directly involved in real projects in the PR industry. Students who join Makaravox UI are expected to become superior professionals and ready to enter the world of work. In its business process, Makaravox UI is built with a professional leadership structure. Jojo Suharjo Nugroho, M.Sos., CCM, CPR, a lecturer from the industry in the UI Vocational Public Relations study program, serves as Chief Operating Officer (COO).
As a PR agency, Makaravox UI is divided into four main areas, namely Public Relations (PR) which manages strategic communication with various stakeholders, Marketing Communication (Marcomm) which focuses on brand development and marketing strategies, Media which manages creative design and media production, and Research which is responsible for public relations research and training.
(Photo: The Makaravox UI team visited the industry)
Makaravox UI has handled several prestigious clients and projects, both government and private institutions. Some of the projects or works that have been completed include the development of Massive Open Online Courses (MOOCs) to improve the capacity of public relations institutions in government through cooperation with the Indonesian Ministry of Health. In addition, Makaravox UI also had the opportunity to collaborate with Bank Indonesia in the New Generation of Indonesia (GENBI) program.
Director of UI Vocational Education Program, Padang Wicaksono, S.E., Ph.D, said that Makaravox UI is expected to continue to grow as a center of excellence in PR professional development, expanding the industry partnership network, and integrating digital technology and data analytics in every aspect of learning and communication strategy. The curriculum provided by UI Vocational continues to be attempted to be in accordance with industry needs, including directly engaging with clients since they were in college.
