The Faculty of Communication Science (Fikom) at Untar hosted the 2024 National Conference on Humanistic Communication (KNKH) online on Wednesday, October 30, 2024, under the theme “The Future of Public Communication: Challenges and Opportunities.”
Now in its seventh year, the conference featured several notable speakers, including cultural and digital communication observer Dr. Firman Kurniawan from the University of Indonesia, PT Sarinah’s President Director and Head of International Business, Fetty Kwartati, and Untar Fikom lecturer Dr. Muhammad Adi Pribadi, S.E., M.I.B., M.Comm.
Opening the conference, Untar’s Rector, Prof. Dr. Amad Sudiro, SH, MH, MM, MKn., emphasized the relevance of the chosen theme in the digital era. He noted that the evolution of public communication, as a part of the message delivery process from individuals to society, can significantly influence how broader relationships are built with the audience.
“This conference is expected to provide valuable insights as a means of development and understanding for society and serve as a study resource for participants on public communication,” he added.
Fikom Dean, Dr. Riris Loisa, stated that public communication closely intersects with issues related to societal life. As scholars and practitioners in communication, it is essential to consider and discuss these issues in various forums, including this Humanistic Communication Conference. “We hope that future public communication will bring positive impacts to society,” she remarked.
Public Communication Discussions
The conference speakers shared their perspectives on public communication during KNKH’s main session, moderated by Fikom lecturer Septia Winduwati, S.Sos., M.Si.
Firman Kurniawan presented a talk titled The Future of Public Communication Amidst the Death of Dialogue, addressing the primary challenges in public communication in the digital age, where dialogue between institutions and the public is often hindered. He highlighted three paradoxes in public communication: first, an abundance of information without corresponding transparency; second, information overload with limited thematic scope; and third, extensive discourse between the government and citizens, but without mutual listening. Firman emphasized the importance of participatory and transparent public communication to foster dialogue and rebuild trust.
The second speaker, Fetty Kwartati, stressed the role of public communication in enhancing public trust, helping mitigate crises, minimizing negative impacts on institutional image, and strengthening brand loyalty. In her presentation, titled Public Communication in the Digital Era: Sarinah’s Communication Strategy during Transformation, she also outlined the company’s transformation strategy in redefining its image as a cultural and commercial hub supporting MSMEs.
Meanwhile, Muhammad Adi Pribadi, the third speaker, examined public communication as a critical tool for introducing organizations, products, and brands to the public through various communication channels. In his presentation, Public Communication: Artificial Intelligence & Advertising, he discussed the role of advertising as part of public communication, aimed at building awareness and influencing the audience, including in public service campaigns. He noted that technological advancements, particularly AI, have simplified advertising processes through automation, such as the Smart Generation System (SGS-PAC).
KNKH 2024, held as part of the 65th Anniversary Celebration of Untar, welcomed faculty, researchers, and students from various universities who contributed research articles and insights on topics surrounding public communication. The conference was made possible with support from Co-Hosts: Universitas Pancasila and Tarakanita School of Communication and Secretary. Additionally, it was sponsored by Gramedia Pustaka Utama and Sarinah, with Tempo and Daai TV as media partners.
KNKH 2024 Chair Doddy Salman stated that the conference articles will be published in a book. He expressed hope that this conference would serve as Fikom Untar’s academic community’s contribution toward fostering better public communication. (YS)