Book Review: ‘Publicity’: An Analysis of Modern Publicity
In commemoration of its 65th anniversary, the Faculty of Communication Sciences (Fikom) at Padjadjaran University (Unpad) held a book discussion to thoroughly discuss the latest work, Publicity: A Complete Guide for Communication Practitioners and Students. The book was written by two experts who have dedicated themselves to public relations as a subject that continues to endure and evolve to this day, namely Prof. Dr. Susanne Dida, M.M., and Retasari Dewi, S.I.Kom., M.I.Kom.
Held at the Fikom Unpad Postgraduate Auditorium on Monday, September 15, 2025, the event, moderated by Rinda Aunillah, S.Sos., M.I.Kom., was also broadcast live on the Fikom Unpad Official YouTube channel.
The discussion became more intense with the presence of three expert reviewers, namely Jaka Anindita, S.Sos. (Head of Research and Data Center Corporate Communications Sinar Mas), Wahyu Aji, S.Sos., M.Si. (CEO Good News From Indonesia), and Syauqy Lukman, S.Sos., M.S.M., Ph.D. (Lecturer at the Faculty of Communication Sciences, Padjadjaran University).
Author’s Perspective
Prof. Dr. Susanne Dida, as one of the authors, opened the session by explaining the background of the book’s writing. According to her, this book is designed to bring practitioners and students back to the fundamentals of strategic publicity.
“We wrote this book because we saw a need to return to the fundamentals. Successful publicity is not about how many press releases we send out, but how strong the news value we offer is,” said Prof. Susanne.
Another author, Retasari Dewi, M.I.Kom., added that this book aims to bridge the gap between theory and practice in the modern communication era.
“In an era where speed and creativity are key, this book discusses how to turn boring internal data into interesting stories for gatekeepers,” explained Retasari.
One of the new concepts highlighted in this book is network gatekeeping. This concept explains that today’s “gatekeepers” of information are no longer singular (mass media), but rather a complex network. Social media algorithms, influencers, and community group administrators now also play a role as gatekeepers who determine the spread of information.
Discussion by Industry Experts and Academics
Jaka Anindita from Sinar Mas stated that this book can strengthen references for public relations practitioners. According to him, the role of public relations is now increasingly complex and diversified, requiring mediation skills in the realm of social media. Meanwhile, Wahyu Aji from Good News From Indonesia highlighted three important points from this book. First, in this era of “he said, she said,” a strong narrative is often more influential than data. Second, publicity is a 360-degree activity that involves a variety of strategies and channels. Third, practitioners must think within the framework of a mutually beneficial media ecosystem.
The final reviewer, Syauqy Lukman, Ph.D., appreciated the contextual and relevant examples in the book, such as the Ruangguru case study and the Unpad odong-odong bus.
“This book shows the author’s love and pride in his achievements and his alma mater. There is nothing wrong with presenting our own work as long as it is contextual and relevant,” praised Syauqy.
The event was closed by Prof. Dr. Susanne Dida, who appreciated the in-depth discussion among the reviewers. The interactive discussion session with the audience confirmed that this book successfully addresses the needs and curiosity of today’s communication practitioners and students. (DM/TAH).
#SDG9
#IndustryInnovationInfrastructure
#BookReview
#PublicityAnalysis
#FikomUnpad65
