Communication Studies Study Program at UIN Sunan Kalijaga held a guest lecture on Public Relations practice companies with guest speaker Beni Wijaya, Corporate Communications Specialist, PT Dharma Satya Nusantara Tbk. which took place at the Interactive Center of the Faculty of Social Sciences and Humanities at 13.00-16.00 WIB.

In the first session, Beni, who is also an alumni of UIN Snan Kalijaga Communication Studies, gave questions to students about their interest in the world of Public Relations. The event continued with material presentation on several criteria that must be possessed by a Public Relations practitioner, including the ability to think creatively, strategic planning, ambition, building networks, and problem solving skills.

The students, who numbered more than 80 people, were very enthusiastic about listening to the explanation of the guest lecturer's inaugural lecture entitled "Company PR", several students also actively asked questions and discussed the discussion of the material. Beni also explained that a Public Relations practitioner must often listen, think clearly, think strategically, be agile or be able to be placed anywhere, as well as have the skills of persuasion, writing, and public speaking.

In the second session, Beni explained about PR planning (strategic PR), starting from identifying problems, collecting data and information, developing strategies, program implementation, monitoring and evaluation. Furthermore, Beni also explained the challenges that must be faced by PR practitioners, such as digitalization, company demands on PR Specialists, the dominance of Gen Y and Gen Z and the effectiveness of the matrix which has not been measured.

In the last session, students were divided into several groups to complete case studies related to the Public Relations Campaign: UIN's Health Faculty Launching. Students are given 30 minutes of discussion time to create a key message which will then be implemented into the various types of media that will be used. The students were taught to think creatively and quickly in compiling messages based on the case studies given, followed by presentations from each group. According to Mrs. Dra. Marfuah Sri Sanityastuti as the lecturer for the Kapita PR course said that activities like this would continue to be held every week by presenting several other credible sources in the field of Public Relations to encourage students to have more skills needed in facing challenges in the current world of work. increasingly global in scope. The guest lecturer lecture event then ended at 16.00 and closed with a group photo session.