Building an organization’s reputation in the eyes of the public takes time and effort. Each component must work together and communicate effectively. Considering the importance of this reputation, ITB provides virtual marketing and communication training to educational staff on Friday (1/7/2022). The speakers are practitioners who are experts in their fields, such as Dr. Nurlaela Arief, MBA, the Director of Communications, and SBM ITB Alumni, Gita Fajar Petala Mega, M.Kom,, the BM ITB Business Development Manager Jakarta Campus, and Margareth Tobing, MBA, SBM ITB Marketing Communications and Admission Manager.
Prof. Ir. N. R. Reini Djuraeni Wirahadikusumah, MSCE, PhD, Rector of ITB, opened the event. She stated that, while the law’s mandate had been properly carried out, ITB still needed to communicate each of its activities to the community. This is done to maintain ITB’s positive reputation as a high-quality, accountable, accessible, and fruitful institution.
“We must be able to ensure that the performance of each component in ITB results in quality assurance to solve national problems. This commitment must be communicated to the public, so that stakeholders are aware of and remain in touch with ITB. As a result, it is hoped that all of us can work together to achieve the best interest of the larger community,” said the Rector of the ITB.
Dr. Nurlaela Arief, MBA., MIPR, discussed the significance of marketing and communication. She stated that reputation is delicate. A positive reputation built over hundreds of years can be destroyed instantly. In some cases, the involved entities can restore the image after a long period and hard work. In other cases, the image may not be restored.
“Considering how fragile and sensitive a person’s or institution’s reputation is, we all need to be the ITB’s communicator. The task is carried out not only in the position of one department but by all components in it,” said Nurlaela.
Gita Fajar Petala Mega, M.Kom, shared her experience in maximizing and effectively targeting the SBM ITB public plan to carry out the existing mission.
“SBM ITB has consistently maximized the communication of our activities. From a direct approach in malls to company visits, guest lecturer sessions, holding various meetings, raising the persona and achievements of the entire community, to holding international seminars and info sessions,” Gita said.
Margareth Tobing, MBA, closed the training by providing SBM experience in using equipment to produce quality content. She explained that SBM had made the best use of each channel to reach out to the public, from the official website, moving on to social media, paid advertising, chatbots, and so on.
“In addition to the platform, we comprehensively use software and big data analysis. As a result, it is hoped that the content created will bridge the gap between institutions and encourage community relationships,” said Margareth.