Two pairs of Malikussaleh University Public Relations Ambassadors received important advice from a panel of judges from diverse backgrounds. Essentially, the Public Relations Ambassadors were asked to showcase the university's overall image of excellence, which they must maintain throughout their year-long tenure.
The challenge of enhancing Malikussaleh University's image as a leading university is increasingly complex. The Public Relations Ambassadors are expected to optimize the sophistication of digital technology to support the university's public relations activities.
"In the interview, mastery of technology and AI was a key topic. This is unavoidable as it supports performance," explained Ayi Jufridar, one of the judges, on Tuesday, August 5, 2025.
He reminded the Malikussaleh University Public Relations Ambassadors to optimize artificial intelligence (AI) to support their public relations work programs over the next year. "The work period is very short, especially while focusing on studies. So, AI can replace the ambassadors' roles in certain situations," added Ayi, who also oversees public relations at the Lhokseumawe City Elections Supervisory Agency (Bawaslu).
Meanwhile, the Chairman of the Jury, Mohd Nasier Husein, stated that the work of Public Relations Ambassadors is not much different from journalistic work. "So, the journalistic skills of Public Relations Ambassadors must also be honed, and this can be learned independently," said the senior journalist.
From the psychologist's perspective, Azwar Djafar, M.Si., reminded Public Relations Ambassadors to be more sensitive to issues occurring on campus so that by understanding them, they can find alternative solutions. "Problems on campus are very dynamic, Public Relations Ambassadors must always be up-to-date," said the psychologist from Self Management Indonesia.
Another judge, Dr. Nurul Fadhilah from UIN Sultanah Nahrasiyah, stated that Public Relations Ambassadors are required to have confidence when expressing their opinions. With strong self-confidence as a key asset, deficiencies in mastery of material or a foreign language can be minimized and made less apparent to an audience.
"However, consistent practice is still necessary to continuously improve language substance and skills," said Nurul.
Meanwhile, Raisa Agustiana from the Aceh Traditional Council (MAA) in Lhokseumawe City reminded the Public Relations Ambassadors to understand the Islamic customs and culture of the Acehnese people, so that their behavior is adapted to the Acehnese conditions.
"The ambassadors' sashes carry the university's good name in the eyes of the Acehnese and Indonesian people," emphasized Raisa, who holds a national certificate as a performing arts judge.
The Language, Public Relations, and Publishing Technical Implementation Unit (UPT BKP) of Malikussaleh University held the selection of Public Relations Ambassadors for the 2035-2026 period at the end of July. From dozens of applicants, Rais Akbar from Industrial Engineering and Ery Ardiansyah Sinaga from Information Systems were selected for the men's category. Meanwhile, for the women, Raizya Kemala Hayati from Communication Science was chosen, and Al Fazila Br Barus from Psychology.[]
