Seybold Report ISSN: 1533-9211
Mirayanti1, Arianto2, Akbar3
Vol 18, No 1 ( 2023 ) | Licensing: CC 4.0 | Pg no: 202-215 | Published on: 16-03-2023
Abstract
The Directorate of Communications is one of the seven directorates within the Universitas Hasanuddin (UNHAS) scope. This Directorate has a strategic task, namely implementing governance policies for public communication and information services, as well as technical and administrative services in the protocol field in a proactive, effective and efficient manner. Generally, this work unit has many contacts with the external public of UNHAS. Through the sit-in student of Palu admission program since 2018, UNHAS, one of Indonesia's largest campuses, declared itself a humanitarian-based campus (humaniversity) that aims to expand its reach by contributing to every societal problem. The humaniversity concept promoted by UNHAS is one of the images that the academic community and external parties want to show, related to its consistency in being present as the front guard in helping every problem faced by society. It is also carried out in line with the active involvement of academics who participate in every social problem down to the student level. In order to support UNHAS's efforts to become a campus with a humanitarian concept, the Directorate of Communications is present as the front line with various strategic efforts. With human resources and the support of existing infrastructure, it is certainly not easy for the Directorate of Communications to make UNHAS a humanitarian-based campus without the support of other work units. This study used a case study approach, the SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis method, and two theories: organizational information theory and organizational culture theory. Sources of data were obtained from in-depth interviews and observations, as well as the study of documents obtained. The study results show that, in general, the main strength possessed by UNHAS was the excellent relations that were always built with the media. However, the affordability of national media still needed to be optimized since the campus area was outside the island of Java, which was also a different obstacle owned by the UNHAS Directorate of Communications. After all, there are great opportunities for UNHAS to support the concept of humaniversity, considering that UNHAS is the first to declare itself as a humanitarian-based campus.
Keywords:
Universitas Hasanuddin (UNHAS), Humaniversity, Directorate of Communications, SWOT Analysis, Organizational Communication.