Jakarta, October 14, 2025 – The Faculty of Communication (Fikom) at Tarumanagara University (Untar) successfully held the second day of Practitioner Week 2025. The event, which connects students with experts from various industries, focused on the dynamics of communication in the digital era—from building brands to maintaining media integrity.
The session opened with welcoming remarks from Dr. Wulan Purnama Sari, S.I.Kom., M.Si., Secretary of the Undergraduate Communication Studies Program at Untar. Dr. Wulan emphasized the importance of synergy between academic theory and industry practice to prepare graduates who are ready to face future communication challenges.
The first session featured Lisa Yumi, Founder and CEO of Prabu Indonesia, who presented a talk titled “Building a Brand with Soul: Storytelling, Influence, and Strategy Behind Prabu Indonesia.” Lisa shared her journey in building Prabu, a brand established in 2020 amid the pandemic. The main vision of Prabu is to redefine “Made in Indonesia” as something aspirational, not merely local.
Some key points highlighted in her session included:
- Brand Identity: A strong brand begins with a clear purpose and story. Prabu, which means King, treats every customer as their king.
- The Power of Consistency: Consistency in communication (clean, confident, and respectful) and in the product/service experience is key to building credibility and gaining audience trust.
- Digital Utilization: Prabu began as a fully online business, leveraging User Generated Content (UGC) and genuine relationships with influencers to amplify brand value. This approach was later complemented by offline store expansion across various locations to validate the brand’s online promise.
The second session was opened by Dr. Sinta Paramita, S.I.P., M.A., Head of the Undergraduate Communication Studies Program at Untar, and continued with a crucial discussion for the fields of communication and journalism, delivered by Titin Rosmasari, CEO and Editor-in-Chief of CNN Indonesia. Her session, titled “Media Relations: Beyond Reach, Resonance and Reaction,” addressed how in an age of information overload, attention has become the new scarcity. According to Titin, the greatest challenge for media today is not merely to deliver news quickly, but to ensure that it remains relevant, contextual, and credible.
She also discussed the phenomenon of new audience behaviors, including:
- The Scanners: Audiences who read quickly and only engage deeply with stories relevant to themselves.
- Communities: Audiences who discover information through social networks or algorithms, and later seek confirmation from credible media.
- The Broadcasters: Audiences who require a clear and concise key message from the start, as conversations often shift to private digital spaces.
Ultimately, Titin Rosmasari emphasized that credibility is the main currency of the media. In today’s “Noisy Era” filled with the risks of misinformation, only transparency and accuracy can sustain public trust.
Day two of Practitioner Week 2025 provided Fikom Untar students with comprehensive insights into real-world communication strategies, bridging classroom learning with the professional demands of the industry. (LI)