DENPASAR — Udayana University (Unud) continues to strengthen its public communication capacity in the digital era by hosting a Digital Communication Workshop titled “Strategies for Building Institutional Reputation and Image in the Era of Media Convergence.” The event took place at the Postgraduate Hall, Sudirman Campus, Denpasar, on Wednesday (September 9, 2026).
This activity represents a strategic move by Unud to build a professional, adaptive, and integrated communication ecosystem, particularly following its transformation into a State University with Legal Entity status (PTN-BH). In this context, public communication serves not merely as a means of conveying information but as a vital instrument for building trust, reinforcing reputation, and showcasing the university’s performance and societal impact.
The workshop was opened by the Rector’s Expert Staff for Public Communication at Udayana University, Prof. Dr. dr. I Putu Gede Adiatmika, M.Kes. In his remarks, he emphasized that reputation is a crucial institutional asset that must be built consistently through strategic, high-quality communication.
“An institution’s reputation is not built in a day or two. It is constructed based on what we do, how we convey it, and how the public receives and perceives it. Therefore, communication plays a vital role in building trust in the institution,” said Prof. Adiatmika.
He also highlighted that managing communication in the digital era requires a broader set of skills. Every unit within Unud is expected not only to generate information but also to transform it into valuable content that meets public needs and demonstrates the university’s tangible contributions.
“Communication management is no longer just about disseminating information; it demands skills in designing communication strategies. This encompasses everything from content creation, storytelling, and photo and video production to the optimization of various digital platforms,” he explained.
According to Prof. Adiatmika, the success of institutional communication is a shared responsibility. Media and communication managers within faculties, bureaus, and work units serve as the face of Udayana University, interacting directly with the public through various digital channels.
Consequently, strengthening communication capacity at the unit level is crucial to ensure that messages remain aligned with the institution’s identity while effectively showcasing Unud’s achievements, innovations, and contributions to society.
The event was attended by public relations staff, media managers, and representatives from various Unud units and faculties. Participants received both conceptual training and practical instruction that could be immediately applied to managing their respective communication channels.
The workshop featured two media and communication practitioners as speakers. Arief Priyono presented material on digital communication strategies, narrative crafting through storytelling, and digital content development. Meanwhile, Mamuk Ismuntoro provided insights into visual media production—specifically photography and videography—and media convergence management to bolster the institution’s reputation.
Going beyond mere training, the event was designed to be outcome-based, requiring participants to implement the knowledge and skills they acquired within their units’ communication channels.
As a follow-up, Unud will evaluate the quality of website management across faculties and units. This evaluation is part of the Udayana University Anniversary (Dies Natalis) celebrations, featuring awards for the three best faculty or unit websites.
This evaluation is intended not merely as a competition, but as a catalyst for continuously improving digital communication quality—encompassing information quality, visual design, publication consistency, content creativity, and ease of public access to information.
Through competency strengthening and ongoing evaluation, Udayana University aims to foster an increasingly integrated communication ecosystem across the campus. Each unit is expected to play an active role in communicating the university’s achievements and impact to the public.
These efforts reflect Udayana University’s commitment—as a State University with Legal Entity status (PTN-BH)—to maintaining professional, transparent, adaptive, and impact-oriented university governance. Through strong, consistent communication grounded in tangible performance, Unud is optimistic about its ability to continue building public trust while strengthening its reputation at both national and global levels.