Media Relations as a Method to Build Private Universities Image (A Case Study in Universitas Tarumanagara)

DOI

10.2991/assehr.k.210805.120How to use a DOI?

Keywords

public relations, media relations, private universities

Abstract

Media relations can be used to form an institutional image, including private universities. A good image is an important thing for an institution, such as private universities. As one of the best private universities in Indonesia, Universitas Tarumanagara is one of the private universities that executes media relations through Universitas Tarumanagara Office of Public Relations. The main problem in this research is how media relations form the image of private universities. This research used public relations theory, school (university) public relations theory, media relations theory, and image theory. This research focus is Universitas Tarumanagara Office of Public Relations. This research was conducted with a qualitative approach with a case study method. Data was collected through in-depth interviews and observations. Data processing and analysis were conducted with the coding method. Based on the research, it is found that media relations activities form the image of Universitas Tarumanagara through numerous positive news. Positive news in media could emerge through the success of the Universitas Tarumanagara Office of Public Relations in establishing relationships with media. Not only formal relationships such as news coverage, but also informal relationships such as socializing and mingling with media personnel after events, or conducting events that could bring the relationships with media closer, such as media gathering and inviting as speakers to events. The positive news is evidence of Universitas Tarumanagara’s existence and achievements. Through positive news, the public could find out the achievements and qualities that Universitas Tarumanagara owns. Also, the image that is expected by Universitas Tarumanagara will be reflected through that news. This will increase the reputation and public trust in Universitas Tarumanagara, which then will have a role in Universitas Tarumanagara’s sustainability.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Alvin Putra Winata
AU  - Riris Loisa
PY  - 2021
DA  - 2021/08/08
TI  - Media Relations as a Method to Build Private Universities Image (A Case Study in Universitas Tarumanagara)
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 762
EP  - 767
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.120
DO  - 10.2991/assehr.k.210805.120
ID  - Winata2021
ER  -