Last Updated: 1 week ago
The Communication Science Study Program of the Faculty of Social and Political Sciences (FISIP) at Universitas Djuanda held a Practitioner Teaching activity for the Introduction to Public Relations course on Thursday (May 21, 2026) at Classroom E.303, FISIP UNIDA. The event featured an industry practitioner who is also an alumnus of the Communication Science Study Program of FISIP UNIDA, Dedy Ardiansyah Ramadhan, S.I.Kom., serving as a Retail Marketing Supervisor for one of Indonesia’s skincare brands. The session carried the theme “Practical PR in Retail Marketing & Brand Activation.”
The Dean of FISIP UNIDA, Assoc. Prof. Dr. Hj. Rita Rahmawati, Dra., M.Si., expressed her appreciation for the implementation of the practitioner teaching program as an effort to provide learning experiences that are relevant to industry needs and enhance graduates’ competitiveness.
“FISIP UNIDA continues to encourage collaboration between academics and practitioners so that students can gain contextual, applicable, and industry-relevant learning experiences. Through this activity, students are expected to understand how communication theories can be implemented in real-world situations,” she stated.
The lecturer of the Introduction to Public Relations course, Robby Firliandoko, A.Md., S.I.Kom., M.Si., stated in his remarks that the practitioner teaching activity serves as an important step in bridging the theories learned in the classroom with the realities of the communication industry.
“Students need to gain applicable learning experiences to understand how Public Relations practices are implemented in the professional world. The presence of practitioners in the classroom creates an essential learning space to broaden students’ understanding of the challenges, strategies, and communication dynamics within the industry,” he said.
He also expressed hope that the activity would improve students’ readiness to face the increasingly dynamic and competitive communication industry.
“Through this activity, we want students to not only understand the basic concepts of PR theoretically, but also to observe how strategic communication processes are carried out, starting from planning and implementation to program evaluation,” he added.
Meanwhile, during his presentation, Dedy Ardiansyah Ramadhan explained that the role of Public Relations in the retail marketing industry has become increasingly complex, as it requires the integration of communication, marketing, and consumer experience simultaneously.
According to him, effective communication strategies can no longer rely solely on conventional media but must also incorporate digital approaches and direct field activities in an integrated manner.
“In the world of retail marketing, communication must be built in an integrated way. It starts from understanding stakeholders, developing communication strategies, carrying out field activations, and evaluating program outcomes. All these processes are interconnected,” Dedy explained.
He also shared his professional experiences in handling various brand activation activities and dealing with communication challenges in the field.
“In practice, differences in interests among stakeholders often arise. This is where problem-solving and communication skills become crucial to ensure programs continue to run effectively and company objectives can be achieved,” he concluded.