Depok-The Public Relations study program of the Vocational Education Program, Universitas Indonesia (UI), once again held a practice-based learning through a guest lecture integrated with the Media Monitoring course on November 6, 2025 at Building C of the UI Vocational Program. This guest lecture presented Fardila Astari, M.Sc., IAPR, CIQnR, CIQaR, Measurement and Strategic Communications Expert from Reputasia Strategic Communication Consulting. Fardila is also one of two people in Indonesia who hold the international certification of Measurement and Evaluation Specialist from the International Association for the Measurement and Evaluation of Communication (AMEC).
In a lecture titled “Strategic Communications: Bridging ROSTIR, PESO Media Strategies with AMEC’s Best Practices,” Fardila invited students to understand the importance of planned, measurable, and research-based strategic communications. She explained that the role of public relations is not only publication or media relations, but also to be a strategic partner for the organization in achieving its vision and mission. Fardila said, “Many communication strategies fail not because of the wrong message, but because they do not start with research and a complete understanding of the organization’s vision. Research, SMARTER objectives, and AMEC-based measurements must be the backbone of every communication plan.”
Fardila introduced the ROSTIR (Research, Objective, Strategy, Tactic, Implementation, Reporting/Evaluation) framework as a comprehensive and integrated communication planning model with the PESO (Paid, Earned, Shared, Owned) model. Through the integration of these two models, students are invited to understand how communication strategies must be designed holistically across media channels, while being evaluated measurably using the AMEC Framework standard which includes four levels of measurement: Outputs, Out-takes, Outcomes, and Impact.
Through the AMEC framework, Fardila emphasized that communication success should be measured not only by outputs such as reach or number of impressions, but also by impact, namely behavioral changes, public trust, and contributions to social or organizational goals. “Use data to strengthen communication arguments and decisions. Data is not just numbers, but an advocacy tool that makes communication strategies more credible and influential,” Fardila said.
(Photo: Group photo of students after the guest lecture ended)
The guest lecture was interactive and received an enthusiastic response from the students. One participant, Fatina Alya, said the activity opened up new perspectives on how modern public relations works with a scientific approach. “I learned that communication strategies must start with strong research and be measured with relevant data. This guest lecture made us realize that working in public relations requires creative and analytical thinking, and a sense of responsibility for social impact,” she said.
The Head of the Public Relations Study Program, Mareta Maulidiyanti, S.Sos., M.M., said that this guest lecture is in line with the learning outcomes in the Media Monitoring course taught by Egia Etha Tarigan, S.Sos., M.M., namely that students are expected to be able to carry out the complete media monitoring process. Starting from determining themes and keywords, collecting and processing data from news and social media, to compiling it in a comprehensive report. Mareta said, “This course is important because the entire public relations program is compiled based on initial research on the problems that occur. Media monitoring is one of the forms of public relations research that is most often used as a reference besides surveys or communication audits.”
Through this activity, Public Relations students are also expected to be able to master research skills, media analysis, and data-based strategic communication planning as provisions to become professional public relations practitioners with integrity and impact.
