Objective: This research examines the adaptive capacity of university public relations from a self-referential autopoiesis communication perspective. It explores how the university ecosystem and the rhetorical expressions produced by University- PR function as differentiation mechanisms within the organizational system in Makassar Regency Theoretical Framework: This dissertation uses Niklas Luhmann's (2002) self-referential autopoiesis communication perspective to explore the adaptive capacity of Public Relations through the meaning of the university ecosystem and the expression of governance and rhetoric produced as differentiation of organizational science function systems. Method: This research uses a radical constructivism paradigm with comparative case studies at three universities. Data collection techniques include observation, interviews, and focus group discussions with university leaders, directors, heads of Public Relations, and staff of Public Relations, while rhetorical production is tracked by media content analysis. Data were analysed by triangulation, reduction, presentation, and conclusion. Results and Discussion: The research findings indicate that Public Relations at Unhas identifies environmental challenges by interpreting university autonomy and the PTN BH League, enhancing human resources, and fostering research and innovation as a Maritime continent campus, while temporarily achieving a World Class University ranking of 500-1000. In contrast, UINAM's Public Relations addresses sustainability issues within the Public Service Agency, aligning with the Chancellor's vision and responding to digital transformation. UMI's Public Relations focuses on institutional competition, partnership development, and maintaining Islamic identity, targeting improvements in Tridharma and aiming for a 500-1000 Asian World Class University ranking. Differences in governance structures reflect universities' complexities, with distinct coordination lines across institutions. Research Implications: This study emphasizes that universities employ unique communication strategies that diverge from the conventional business and government focus in public relations research, revealing the need for a more nuanced understanding of their public relations practices. Originality/Value: The research reveals that Unhas Public Relations tackles environmental issues through university autonomy and innovation, achieving a temporary World Class ranking. UINAM focuses on sustainability and digital transformation, while UMI emphasizes competition and Islamic identity, aiming for academic excellence. Governance structures vary, reflecting the complexities of each institution.
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