The Information and Public Relations Program at the Vocational College of Diponegoro University (UNDIP) has once again broadened its students’ academic horizons through the UNDIP Global Classroom (UGC) initiative. Held online via the Zoom platform, this international collaborative teaching initiative aims to equip students with a global perspective on data management. This time, the discussion focused on the main theme “The Future of Global Public Relations: Integrating Digital Excellence and Human-Centric Service in Public Information Management.”
“Integrating Digital Excellence and Human-Centered Services in Public Information Management”, this topic highlights the importance of striking a balance between the use of digital technology and human-centered services in public information management. In this activity, students are encouraged to understand that digital transformation requires not only the ability to manage information quickly and data-driven, but also the ability to build communication that is empathetic, ethical, transparent, and inclusive. Through the concept of hybrid public relations, participants are invited to see how technology and human values can go hand in hand to create public information services that are both effective and trusted by the public.
The event featured a communications expert from Malaysia, Dr. Samsul Farid Samsuddin, who is a Senior Lecturer in the Department of Library and Information Science at the University of Malaya. The discussion was moderated by Arif Wibowo, S.Pd.I., M.Pd., a lecturer in the Information and Public Relations Program at Diponegoro University, and successfully generated tremendous enthusiasm, with 232 participants in attendance.
In his presentation, Dr. Samsul Farid Samsuddin emphasized that digital transformation has expanded the role of public relations beyond traditional media toward real-time information management and data analytics. However, he highlighted that human-centered service remains the key—built on trust and credibility fostered through empathy and meaningful relationships, not merely through algorithms or automation technology.
This course also highlights the importance of a hybrid PR model that combines the efficiency of digital tools with ethical human judgment. Dr. Samsul Farid Samsuddin explained that public communication today shapes the daily lives of people as both citizens and service users. Students were invited to analyze consistent omnichannel communication strategies as well as ethical challenges such as data privacy and the digital divide, which can hinder information inclusivity.
Arif Wibowo, S.Pd.I., M.Pd., serving as moderator, stated that this activity is a concrete step toward strengthening students’ intellectual capacity to address the increasingly complex challenges of the future information industry.
We are conducting this activity to help students understand the urgency of integrating technological advancements with human values in the management of public information. The goal is for them to be able to create communication strategies that are not only digitally savvy but also transparent, accountable, and capable of building organizational legitimacy in the eyes of the public,” explained Arif Wibowo (Friday, May 8, 2026).
Through this UGC, it is hoped that UNDIP Information and Public Relations students will be better prepared to manage massive global communication flows and maintain the integrity of information services as part of the professional social responsibility of public relations.