Depok-The Public Relations Study Program, Universitas Indonesia (UI) Vocational Education Program, together with the Sonar Platform present Big Data-based PR learning through a series of collaborations in the form of laboratory facilities, teaching, community service, and internship programs. The Public Relations & Big Data webinar held on June 23, 2021 is a form of collaboration to increase literacy on the importance of Big Data in the public relations field. This webinar also concludes the Conventional and Contemporary Research Analysis Practice course, which presents Aristama Roesli, Sonar Platform’s Chief Research Analytics Officer, as a resource person. In this activity, the results of Big Data analysis that have been carried out by students of the Public Relations Study Program were presented.

Prof. Dr. Ir. Sigit Pranowo Hadiwardoyo, DEA, Director of the UI Vocational Education Program, said that UI Vocational always encourages all study programs to prioritize partnerships with industry. Sigit explained that this has proven to be effective because the absorption of vocational graduates is increasing. “We involve industry from upstream to downstream, starting from determining curriculum, teaching, internship programs to applied research collaborations. A 70% practical curriculum and high industry involvement have proven to be effective in increasing the competitiveness of our graduates. We are grateful for Sonar Platform’s support for Vocational UI,” said Prof. Sigit explained.

On the same occasion, Pijar Suciati, M.Sc., Head of the Public Relations Study Program, explained that the Sonar Platform has supported UI Vocational in the form of software facilities in the Public Relations Laboratory that can be used by students for practical needs. “Sonar has helped us provide a Big Data dashboard, especially for social media monitoring, so that students can practice using the latest technology based on Big Data. In addition, the Sonar team is also involved in teaching, especially in semester 4, where students carry out real projects from industry. Then in semester 6, students also have the opportunity to do an internship at Sonar,” said Pijar.

In this activity, UI Vocational Public Relations students Class of 2019 presented research results in the form of a Big Data analysis report on cases given in the Conventional and Contemporary Research Analysis Practice class. “They conducted social media monitoring research using the Sonar Platform on health applications during the Covid-19 pandemic. The end result is infographics and analysis reports, as well as recommendations for public relations programs based on the monitoring,” said Pijar.

Aristama Roesli explained the importance of data for the world of public relations. In this case, Big Data plays a significant role in strengthening the narrative of PR practitioners, and increasing the effectiveness of delivering messages to the audience. “The data will support the narrative of PR practitioners, so the statement becomes more convincing,” said Aristama.

This fact occurs in the field because basically the ideas that appear certainly refer to events or other things that have passed, so that a database is needed for an idea when it is put forward. “Sometimes ideas come from intuition, and that’s not wrong, but it would be better if there was a validation and confirmation process from the existing data. The ability to manage data is also very decisive because a lot of data is not necessarily easy, it can be more complicated, because there are many alternatives. So need to be wise and analytical in using data,” said Aristama.

Furthermore, Aristama explained that Sonar is very happy to be working with UI Vocational because as a platform that operates in Big Data, he feels he has a responsibility to participate in building a generation that is well literate to data. “Currently, what is difficult is getting a workforce that fits our needs in the industry. To that end, Sonar seeks to participate and collaborate with campuses. We also appreciate the efforts of the UI Vocational Public Relations Study Program for providing this opportunity. The interns have very good competence, we feel very helpful,” said Aristama.[:]

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