STRATEGI PUBLIC RELATIONS DALAM MENINGKACITRA PERGURUAN TINGGI SWASTA DI JA Studi Kasus Perguruan Tinggi Swasta di Universitas Pembangunan Nasional Veteran Jawa Timur)

Abstract

The strategy is a means or tool to achieve long-term goals in accordance with the vision and mission agencies. Public relations is the process or activity that aims to establish communication between the organization and external parties and within the organization. The image is the overall impression formed the minds of the public agency. So when put together, then the sense of Public Relations Strategy, which is how the effort to achieve the specified goal or purpose in accordance with the wishes continuously deliberately, in order to establish and maintain mutual understanding between the organization and its publics. Issues examined in this study are: “Public Relations Strategies in Improving the image of Private Higher Education in East Java (Case Study of Private Higher Education in National Development University” Veteran “East Java)? “. The research method used was qualitative research methods. Merely descriptive research describing situations and events. Data collection techniques used is through depth interview, observation and documentation. This type of sampling used was purposive sample of the sample aimed to choose certain people who are considered able to represent the population, are expected to be able to answer the research problem. From the results of this study was obtained that the Strategic Public Relations, UPN “Veteran” East Java in Improving the image using the two concepts of strategic marketing and public relations strategies. Both strategies are analyzed from internal and external. This study concluded that the Public Relations Strategy UPN “Veteran” East Java in Improving image is effective, but must be supplemented by a strategy closer to the target market college, in this case is prospective students. Image enhancement can also be achieved by improving the quality of service and facilities as well as spiritual guidance to all the academic community, particularly students Key words : Strategy, Public Relations, Image