The Role of Higher Education Public Relations is More Strategic in the Digital Era, BINUS and the Ministry of Education and Technology Encourage the Strengthening of Competencies

JAKARTA - The role of public relations in universities is no longer just a support function, but has become a strategic element in building public trust in the digital era. Responding to this change, BINUS University collaborated with the Ministry of Higher Education, Science, and Technology of the Republic of Indonesia to present the Impactful Tendik Program - Strengthening Competence and Professionalism 2026 in the Public Relations Department.

The program, which was held on April 7-9, 2026 at BINUS University, Jakarta, was attended by 51 education personnel from various institutions of higher education in Indonesia. This initiative is a response to the need for strengthening public relations capacity in the midst of rapid development of digital media, changes in public behavior, and increasing stakeholder expectations of educational institutions.

Through a comprehensive learning approach, this program combines webinars, intensive workshops, hands-on practice, and benchmarking with industry best practices. Participants are equipped not only with conceptual understanding, but also strategic skills in public communication, media relations, communication planning, storytelling, to managing issues that are relevant to current challenges.

Vice Rector for Academic Development of BINUS University, Prof. Dr. Engkos Achmad Kuncoro, S.E., M.M., said that the role of teaching staff is the key to building an impactful higher education ecosystem.

"Strengthening higher education is not only based on the academic aspect, but also on the strategic role of education personnel as drivers of the education ecosystem. In the digital era, communication is no longer a supporting function, but a key element in building public trust and ensuring institutions remain relevant and have an impact on society," he said, Tuesday, April 7.

As the only Private University trusted in the implementation of this program, BINUS University presents an approach to learning based on industry practices as part of a real contribution to strengthening the ecosystem of higher education that is relevant, adaptive, and impactful in Indonesia.

The Minister of Higher Education, Science, and Technology of the Republic of Indonesia, Prof. Brian Yuliarto, S.T., M.Eng., Ph.D., said that his party wanted to ensure that Indonesian higher education was not only good administratively, but actually had a real impact on the surrounding environment, society, and the Indonesian nation.

"To achieve that, we need a strong system, fast & responsive services, and professional human resources with a spirit to continue to learn. Through this workshop, I hope that not only is there a transfer of knowledge, but also good practices that can be immediately implemented in each institution. I hope that a strong network of collaboration will be formed among educators, so that we can learn from each other and strengthen each other," he said.

In line with this, the Tendik Berdampak 2026 program is designed to answer the needs of college communication that is increasingly dynamic in the digital era, through a learning approach that is not only conceptual, but also applicable and relevant to industry practices.

The Head of the 2026 Impactful Tendik Program at BINUS University, Haris Suhendra, S.Kom., M.M., said that this program was designed to encourage cross-role collaboration in the higher education ecosystem through practice-based learning that is relevant to current communication needs.

Through the involvement of practitioners and real case studies, participants not only understand the concept, but are also able to implement it strategically in their respective institutions, so that it is expected to encourage the birth of more relevant and sustainable public communication practices in various educational institutions in Indonesia.