Digital Public Relations Communication Strategy in Swadaya Gunung Jati University, Indonesia dan Thai Global Bisnis Administration Technological College, Thailand

Abstract

One part of the practice of digital public relations (PR) is conveying information and communication in an effort to maintain reputation, so the performance and ability of PR practitioners are needed to make the best use of digital media. Research objectives: 1. Segmentation of the digital public relations audience at TGBC based on students from Thailand, England, Myanmar, China, and other international students. Because non-Thai students cannot understand Thai, they have versions of Facebook for English, Chinese, Thai, and Myanmar. Swadaya Gunung Jati University (UGJ) processes, analyzes, and evaluates based on students, prospective students, the academic community, international students, alumni, parents, and stakeholders. Determining the message at TGBC is based on age and nationality, while at UGJ, it is determined who the target is and what the media trends are. The method used at TGBC is feedback from students, which is persuasive and informative, while at UGJ, it uses preferred media and audiences depending on the activities and media displayed. At UGJ, it is based on appropriate communication media. 2. The obstacles faced at TGBC require a larger number of viewers and followers and limited human resources, whereas, at UGJ, they consist of message delivery, physical, semantic, and psychosocial obstacles, as well as equipment and patterns of institutional coordination and human resources. 3. Efforts made at TGBC to collaborate with parents, universities, and other companies, while at UGJ, expand promotions to every high school, getting to know the audience, goals, messages, and methods, and choosing the media used as well as making plans and evaluations of programs.