I often get asked: what do you do in public relations? 

If you ask ChatGPT or another generative AI tool, you’d get an answer along the lines of being an intermediary between an organization and its public, ensuring the organization has an impeccable reputation through various offline and online efforts. In one word: plentiful. 

When I mention “sphere,” imagine it as a big playground where everyone can talk and share their thoughts. This playground is called the public sphere. When people share their opinions, they form what’s known as public opinion. This is like everyone agreeing on something important. The role of public opinion is to ensure that those in power, like the government, are doing the right things and following the rules (Habernas, 1994). Confused? Hold that thought. 

Pursuing a Public Relations major as part of your university degree can be daunting at first. It might not be your first choice, given that degrees like medicine or engineering often seem more promising and are highly sought after. However, if you believe in the power of storytelling and its impact, then this major is for you. Learning how to craft and position a vital message and disseminate it through strategic channels can be incredibly powerful. You will capture millions of eyes and show readers why this is the most important news of the day. This is no easy task, but as a PR major, you will not only learn to be a great writer but also develop the framework for being a critical thinker. 

Still not convinced? Consider this: the skills required for a PR job are not easily replaced by machines like Artificial Intelligence (AI). The multi-dimensional nature of the career necessitates interaction with other human beings—something machines can’t replicate. For example, imagine documenting a company’s Corporate Social Responsibility (CSR) initiative focusing on reducing stunting in rural Ambon by supporting mothers. Do you think AI can plan and shoot testimonials from these mothers? I don’t think so. While AI might provide scripts and interview questions, it can’t understand the context and progress from the program’s inception to its evaluation. 

Lastly, the Public Relations major offers a great blend of theory and hands-on experience. As an aspiring PR professional, you’ll be exposed to various situations through interactions during guest lectures and real-world projects with our university’s partners. The goal is to enrich your understanding and demonstrate the relevance of your skills. 

Choosing to major in Public Relations means joining a program that prepares you to make a meaningful impact through storytelling and strategic communication. It equips you with the tools to foster societal growth and contribute to nation-building, aligning with our university’s vision of offering world-class education that empowers society.