MEDAN, 20 July 2026 – The Faculty of Engineering, Universitas Sumatera Utara (FT USU) participated in the Public Relations Technical Training for USU Faculties and Administrative Units, organized to strengthen the communication capabilities of public relations personnel across the University. The program was officially opened by Prof. Dr. dr. Elmeida Effendy, M.Ked(KJ)., Sp.KJ(K), Director of the Directorate of Public Relations, Promotion, and Protocol, and was also attended by Dr. Irsan Mulyadi, S.Sos., M.I.Kom., USU Public Relations Manager.
The training featured several experts from the media and communications industry who shared practical insights into strategic public communication.
The first session was delivered by Irwan Arfa, Head of the LKBN ANTARA North Sumatra Bureau, who discussed the preparation of press releases based on journalistic principles. He emphasized that a press release should serve as a reliable source of information for journalists by incorporating the 5W+1H elements and following a structured format consisting of a clear theme, compelling headline, lead paragraph, supporting details, and relevant background information. He also highlighted the importance of including credible sources, contact information, and institutional details to enhance the release's accuracy and credibility.
The second session was presented by Usrizal Pulungan, S.Sos., M.H., Head of the Metro TV Medan Bureau, who explored visual storytelling and public relations video production techniques. His presentation covered message development, scriptwriting, storyboard preparation, adapting content to different digital platforms, camera composition, lighting, audio quality, effective use of B-roll footage and subtitles, as well as optimal video duration. For short-form videos, he stressed the importance of capturing audience attention within the first five seconds, selecting relevant topics, understanding target audiences, and delivering concise, impactful messages.
The final session was led by Ade Ardianta Harahap, S.Sos., M.I.Kom., a social media practitioner from MedanTalk, who discussed digital content production and social media management to strengthen institutional branding and public outreach. The session addressed keyword research, audience segmentation, trend monitoring, content team organization, production planning, platform selection, and performance evaluation. Participants were encouraged to structure content with compelling openings, clear value propositions, informative core messages, and effective calls to action, while avoiding content that focuses excessively on ceremonial activities, institutional figures, or overly technical language that may be difficult for the general public to understand.
The training provided a practical framework for public relations officers to develop press releases, video content, and social media publications more strategically and systematically. The initiative supports Sustainable Development Goal (SDG) 4: Quality Education by enhancing the professional competencies of education support personnel. It also contributes to SDG 16: Peace, Justice and Strong Institutions through improved public communication and institutional transparency, as well as SDG 17: Partnerships for the Goals by facilitating knowledge exchange and collaboration between the University and media professionals.
The Faculty of Engineering USU remains committed to strengthening the competencies of its administrative staff, improving information governance, and fostering collaboration with diverse stakeholders. Through factual, inclusive, and adaptive communication strategies, the Faculty continues to enhance professional public information services while supporting sustainable institutional development.