University Public Relations Research Articles

A Study on the Relationship between the Management of Sports Talent Donations, University Image, and University Public Relations Effects in Universities

A Study on the Relationship between the Management of Sports Talent Donations, University Image, and University Public Relations Effects in Universities

Strategic Public Relations Communication in Higher Education: The Case of Raden Fatah State Islamic University Palembang

This study examines Raden Fatah State Islamic University Palembang's public relations (PR) communication strategies in establishing relationships with press agencies. The research highlights the challenges and opportunities faced by the university's PR department in navigating the rapidly evolving digital landscape. Utilizing a qualitative approach and case study methodology, the study explores the university's cooperative efforts with mass media outlets, focusing on internal and external stakeholders. Key findings indicate that effective PR strategies involve strategic communication, media engagement, and proactive crisis management. The study also identifies inhibiting factors, such as interest conflicts and coordination issues, alongside supportive factors like robust Information and Communication Technology (ICT) infrastructure and collaborative media partnerships. These insights provide a comprehensive understanding of the PR practices at Raden Fatah State Islamic University and offer actionable recommendations for enhancing institutional communication strategies.

Assessing The Effectiveness of University Public Relations in Crisis Management

Among organizational challenges, the pivotal role of Public Relations (PR) in mitigating crises becomes obvious. PR endeavors significantly influence stakeholder perceptions, institutional reputation, and sustained prosperity. Even venerable academic institutions contend with multifaceted risks that encompass natural phenomena, student activism, and scholarly debates. This research investigates the effectiveness of Northwestern University’s Public Relations (PR) program in crisis management, contributing significantly to both academic understanding and practical applications. Grounded in Social Constructionism, this study explores how shared perceptions influence crisis management outcomes, aiming to identify strengths and areas for improvement. Focusing on the crisis management effectiveness of the Philippines University, this research evaluates its capabilities in crisis handling, public perception management, and communication during challenging situations. Employing quantitative methods, the study involved 405 participants, including students and members of the Public Information Offices, reflecting a balanced representation across demographics. Students and Public Information Office members show nuanced but aligned perspectives, with high ratings for crisis planning, communication, media relations, and social media management. The proposed Public Relations in Crisis Management Program suggests strategic initiatives for crisis exercises, internal communication enhancements, media relationship building, and improved social media engagement. Positive perceptions underscore the organization’s crisis management strengths, providing a foundation for strategic program development. These interventions enhance organizational resilience by supporting continuous improvement and proactive crisis management. In conclusion, this study bridges the academic-practical gap in crisis management, affirming the organization’s adeptness and emphasizing the pivotal role of effective communication and engagement strategies. The proposed interventions offer actionable recommendations for further strengthening crisis management and highlight PR’s vital role in ensuring preparedness and resilience.

University’s Official Instagram as a News Sources for The Media

Media relations play a crucial role in the public relations activities of universities, as they provide opportunities for increased media exposure. In today's journalism landscape, social media has become a prominent source of news for journalists. This includes official university accounts, which serve as valuable sources of information for journalists. Consequently, university public relations must understand the perspective of journalists when selecting and disseminating information through social media platforms. This article aims to explore how journalists utilize information from university social media accounts, specifically Instagram, as news sources. The concept of information subsidies is used to analyze the public relations activities involved in providing journalists with access to information and ensuring its quality. The research adopts a qualitative approach, utilizing interviews with journalists from the education sections of kompas.com and detik.com. The findings of this research highlight despite the prevalence of visual content, limited text, and informal language often used by university Instagram users, journalists still find value in quoting from Instagram. This suggests that the information available on social media platforms is sufficient to fulfill journalists' informational needs. Journalists also rely on university Instagram accounts as a source of news. The significance of higher education institutions acknowledging social media as a platform for distributing information to journalists. The prevalent topics covered in news articles include advice, contemporary matters, and education sector-related information. The majority of cited news items are derived from expert opinions or contributions from university lecturers. It is crucial to establish efficient strategies for social media management in order to accentuate various themes or content that showcase the expertise of university staff.

The circular model of “SOME” on digital public relations management of Universitas Islam Riau

Background: The transition of information channels used by the general public today is increasingly centered on digital media. This is indeed an opportunity for various institutions to enter the target market without having to go through filters as before. So, by reading this pattern Universitas Islam Riau adapts its public relations strategy from conventional to digital wisely. Purpose: This research was conducted to explore how UIR used digital in its public relations strategy. Methods: To understand the situation and the data collected, this research uses the SOME (share, optimize, manage, engage) model in elaboration. As for the research, the descriptive qualitative method is chosen as an approach to understanding five informants who were on the public relations team for UIR. Results: Following the SOME model, it can be mapped that in share, UIR used five social media and a website. Optimize, by arranging social media surfaces and collaborating with public figures. In managing, they monitor every audience response to each post through social media insight features, as well as direct and real-time actions to the audience on social media accounts. In engage, to publish the latest information and respond to all incoming messages. Conclusion: UIR uses digital public relations in managing information, going through four main stages, starting from the process of sharing, optimizing, managing, and attracting. Implications: The results of this study can provide input to university public relations to manage digital public relations optimally to always increase and build audience trust effectively and quickly.

Media relations of Universitas Ahmad Dahlan Yogyakarta in maintaining image during the COVID-19 Pandemic

The COVID-19 pandemic in 2021 has affected the education in Indonesia, including the institution of Universitas Ahmad Dahlan (UAD) Yogyakarta. The existence of educational institutions requires existence to gain the trust of the community. Public relations become an element that plays a role. During the COVID-19 pandemic, the use of media helps the public in obtaining and conveying information, including media coverage. Therefore, it is important for university public relations to have a good relationship with the media, considering that the media is a source of information providers. This study aims to determine the implementation of media relations carried out by UAD Public Relations in maintaining its image during the COVID-19 pandemic in 2021. The goal is to know and understand the implementation of media relations applied, starting from the research stage, preparation, communicating a program, and evaluations. This research method uses a qualitative with a case study approach and was analyzed using John E. Marston's R-A-C-E Formula. Based on data, at the research stage the implementation is not maximized, so that offline activities have no substitute activities. At the action stage, media relations activities include preparation of public relations writing skills, release materials, and advertising publication materials. Stages of communication conducting media relations activities, namely making press releases and advertising publications. In addition, to build a good relationship with the media, UAD Public Relations maintains personal contact with media partners, provides souvenirs, and Feast Day gifts. Finally, at the evaluation stage, UAD Public Relations monitors publications and program evaluation.

The Relationship of PR Program Learning Outcomes and Labor Market Requirements in the UAE

Recently, technology has made public relations overlap with other fields. In the UAE labor market, the demand for technology has increased and government entities have moved to remote work. This study, therefore, examines the extent to which university public relations (PR) education outcomes meet the needs of the UAE labor market. It also investigates the extent to which UAE universities provide academic programs in PR that keep pace with the evolution of new media technologies. The study draws on systems theory because local universities, international universities, and the labor market form an interconnected system, and none of these components can work alone. Using the qualitative method, which relies primarily on benchmarks, UAE government entities can better understand whether PR graduates are receiving a tailored education and are well qualified to handle ever-changing tasks. The result shows that UAE universities are providing students in PR programs with the latest information and essential tools they need to enter the UAE labor market and keep pace with new technology. However, local universities need to improve students' technological skills, as there is a big difference compared to what international universities offer their students.

Football (soccer?) on campus. Examining the historical development and promotion of the world’s most popular sport through transatlantic university comparisons

PurposeFootball is the world's most popular sport and the role of football on campus is of interest to university public relations (PR) and management professionals tasked with operations, promotions and reputation management. The purpose of the study is to explore similarities and differences in the structure and promotion of football on campus in the USA and the UK.Design/methodology/approachThe authors completed this case study research by focusing on two related cases using cross-case pattern identification. Consistent with case study research, data collection methods were combined. Depth interviews with PR and management professionals at USA and UK universities were supported by archived documents, published media and social media accounts.FindingsFootball maintains a high level of popularity among students on campus, but each country's approach reveals different models and competitive market forces. In the USA, varsity football faces competition from popular revenue-producing sports (e.g. American football and men's basketball), but growth in the overall game, which is assisted by international influences, indicates future advancement opportunities. In the UK, football is the dominant campus sport with unique ties to professional football and high growth potential for the women's game. The lack of a fan-based model indicates the possibility for structural change, but stiff competition exists with the historically popular and well-developed professional game.Research limitations/implicationsA well-known limitation of case study research is the absence of generalizability, and each case has aspects that are unique to the research (Lucas et al., 2018). That applies in this instance as well. Variance is expected to exist between, and among universities and, based on this data, this is not possible to generalize to other universities. However, future survey research could use these results to help with the development of research questions using quantitative methods.Originality/valueSports PR research using the case model with professional teams has been conducted, but the authors found no published PR research comparing the structure and promotion of football at USA and UK universities. The outcomes can help with future research inquiries and theory development and are instructive for professionals working in the field.

PERANAN PUBLIC RELATIONS DALAM MENJAGA CITRA PERGURUAN TINGGI

Public Relations has a very fundamental role in developing the reputation oftertiary institutions. Higher education is also an organization that provideseducational services and also needs to manage its image. This will relate to publictrust in aspects of the quality of education and other fundamental componentsinherent in educational institutions. The problems in this paper is how the role ofpublic relations in maintaining the image of higher education. The results of thediscussion here are that PR for higher education institutions must know what theneeds of each of the public are. If then these needs are known, PR must conveythem to parties who can meet these needs so that if these needs can beaccommodated properly, it will lead to satisfaction for the public so that thepositive reputation of the organization can be achieved. PR in his job is to sellreputation. Selling reputation which is an accumulation of image is a form ofselling which can be said to be invisible directly even though it can be saidimplicitly but has a very large impact on an organization. In this case, universitypublic relations must be able to work together with any division in order toachieve the goal of achieving a positive reputation and image itself

Media Sosial Sebagai Media Pelayanan Informasi Perguruan Tinggi

This article discusses social media as a medium for university information services. The purpose of this study was to determine the social media used by public relations at UIN Fatmawati Sukarno Bengkulu as a State Islamic Religious College under the Ministry of Religion as a form for information services. The research method used is “field research”. The informants of this research are the editor and admin of the official social media manager of UIN Fatmawati Sukarno Bengkulu. The results Humas of UIN Fatmawati Sukarno Bengkulu performs its functions as university public relations, including: providing public information services through social media (instagram, youtube and facebook fanspages) become the focus of university information and documentation service and establish relationships with various media (media relations). As well as social media managers (instagram, youtube and facebook fanspage) as a form for public information services managed by public relations at UIN Fatmawati Sukarno Bengkulu, which are effective in manage agency information with the public. The result by the achievement of 2nd place in the webomatric of universities in Bengkulu Province.

The Design and Development of Digital Contents on Social Media Network with Mega Influencers for Crowdfunding to Support Students with Financial Hardship

Pornpapatsorn Princhankol , Associate Professor and M.Ind.Ed. Program Secretariat in Department of Educational Communications and Technology, Faculty of Industrial Education and Technology, King Mongkut's University of Technology Thonburi, Bangkok ,Thailand. She graduated her PhD. from Chulalongkorn University , Bangkok ,Thailand , program in Higher Education and come to be a lecturer in Department of Educational Communications and Technology from year 2004 till now. She has experience in mass communication field in radio broadcasting programs of Chula Radio and the Department . Also she has experience in active learning ; co-operative learning and University quality assurance for over 10 years. Kuntida Thamwipat , Associate Professor in Department of Educational Communications and Technology, Associate Dean in Students Development and Organization Communication in Faculty of Industrial Education Technology, King Mongkut's University of Technology Thonburi, Bangkok Thailand . She graduated her PhD. from Chulalongkorn University , Bangkok Thailand , program in Communication Arts and came to be a lecturer in Department of Educational Communications and Technology from year 2000 till now. She has experience in mass communication field such as radio and television broadcasting program and experience in active learning ; service learning. Also she has experience in University public relations for over 15 years. Keywords: Digital Contents, Social Media Network, Mega influencers, Crowdfunding

Public Relations Planning In Building A Private University Branding During The Covid-19 Pandemic (A Case Study at Universitas Swadaya Gunung Jati Cirebon)

This research is focused on investigating the public relations planning in building a private university branding during the COVID-19 pandemic. University branding is a strategic effort in strengthening the identity of the institution. In practice, branding can be done in various ways, such as by utilizing information technology. During the COVID-19 pandemic, the frequency of using internet-based media increased dramatically. The phenomenon that occurs in public relations during a pandemic is the changing pattern of media publications, from conventional media and internet-based media to internet-based media. The phenomenon changed the public relations management structure in building university branding and the lack of maximum branding achievements that have been set in the previous program before the pandemic. The concept of public relations management in universities establishes theoretical principles in formulating and implementing public relations management to build university branding. Referring to the management theory of George R. Terry who stated that the management is carried out based on the main points of the formulation of organizational goals (Riinawati, 2019). The implementation of university branding in the current pandemic situation and conditions must not be outside the corridor of management functions. This study aimed to find out how to plan university branding during the pandemic. Based on the results of the research on public relations planning in building the branding of private universities during the pandemic, the implementation process of public relations management planning has not been formulated in a standardized manner so that it cannot improve public relations performance during a pandemic in a timely manner. This has an impact on achievement that is not optimal. In order for the university's public relations performance to increase and the implementation of university public relations management to improve the brand, and provide the expected feedback, the university's public relations planner needs to reformulate the university's public relations management structure. The right formulation of the results of this research is a planning model that involves information technology as a domain of digitization in public relations management. The current technology involvement is expected to improve the university's branding performance during the pandemic. More specifically, public relations management planning in building private university branding during the pandemic needs to develop systematic and strategic steps that refer to the rules of planning function in public relations management to be able to improve the university branding process. The preparation of the branding plan in the form of an activity program does not include: creative content adapted to current conditions, human resource development planning and public relations support facilities such as training on the use of information technology for public relations staff. Procurement of computer equipment, property for making videos and making information technology studios.

University public relations using video streaming ～A case study on Shizuoka University Television (SUTV)

University public relations using video streaming ～A case study on Shizuoka University Television (SUTV)

Academic capitalization and public relations communication in higher education: a diachronic genre analysis of university annual reports in Hong Kong

ABSTRACT The academic capitalization in higher education has aroused much public attention with its impact on every aspect of universities. To survive in the market, universities in Hong Kong have been striving to build desirable images among stakeholders in public communication. Drawing upon critical genre theory and the notion of interdiscursivity, this study examines the annual reports of six universities in Hong Kong from academic year 1994/95 to 2015/16. Analysis shows that the genre of university annual reports is a hybridity of management discourse, reporting discourse, and public relation discourse. Such hybridity reflects the multi-facet nature of academic capitalization influenced by corporate values of managerialism, public accountability, promotionalization, and stakeholder orientation. The diachronic analysis indicates an increasing awareness of branding and public relations in university public communication. The study contributes to the previously overlooked research on university public relations communication, as well as to the understanding of academic capitalization and its development in Hong Kong.

Instagram Activation as a part of University Public Relations Social Media Orchestration

The dissemination of information is carried out in various ways, one of them through Instagram. An Instagram account should not only be a visual performance but also a place for interaction with the public. This research aims to identify a combination of various aspects carried out in the @universitasislambandung account so that it can become an attractive presentation to create an orchestration that is pleasing to the public. The method used in this research is qualitative research. Data collection techniques were carried out by interview, observation and literature study. The results of this research indicate the initial stages of identifying aspects of social media activation in the form of engagement mode on the @universitasislambandung Instagram account with its unique users. The uniqueness can be seen from the combination of the thematic agenda with Unisba's vision and mission which is manifested in publications and interactions in the chat column, in the form of comments and direct messages. This research also produced a number of recommendations to optimize the performance of this Instagram account as a representation of the institutions on syle and delivery mode by utilizing additional features available on Instagram.

The Analysis of Public Relation Activities at Mulawarman University In Improving Institutional Reputation

At present public relations has a very varied and strategic role, this is supported by the increasingly rapid development of communication and information technology. Through Public Relations, the public can find out the existence of a university with all its resources.This situation certainly requires good communication activities, smooth and directed to improve services and quality of university both internal and external.The central function of university Public Relations is to support all management activities to achieve its objectives with communication as the main activity. The research objective is to find out how the implementation of Mulawarman University Public Relations activities, as well as to determine the supporting and inhibiting factors of the implementation of Public Relations activities at Mulawarman University in improving the reputation of the institution. The research method used is descriptive qualitative using analytical techniques from Matthew B. Miles and A. Michael Huberman intended to gather information about a symptom as it was when the study was conducted. Research location at Mulwarman University. Data collection is done by conducting observations, interviews and documentation. There were four speakers in this study consisting of the Head of Public Relations Unmul, Public Relations staff in the field of reporting and documentation as well as making news, Public Relations staff for reporting and news making, Public Relations staff in the Protocol field. The results showed that Mulawarman University public relations in improving the reputation of the institution was quite successful. News and publications have decreased over the past three years from 2018 in terms of news publication. Whereas service and information have succeeded in building and maintaining a positive image in the institution. Then clippings and documentation have been applied for the availability of valid data neatly archived.
 Keywords: PR, Image, University

Effectiveness of Social Media in Advertising University Programmes and Recruitment of New Students: A Case Study of St. Paul’s University, Kenya

Use of social media in offering learning institutions is key in today’s business world. The University Public Relations Officers are exploiting new media of communication as avenues for them to reach their target audiences who in this case are students to enroll in their programs. Social media has become a game changer in how recruitment and advertising is carried out by universities in Kenya. Social media have almost replaced the traditional media of communication in reaching the students. This study sought to evaluate the use of social media by universities in Kenya in advertising, collection of feedback, and recruitment of new students. The study had three objectives. It sought to find the benefits of using social media in reaching out to students, the effectiveness of social media as a medium for advertising of academic programs as well as an evaluation of social media as a mode of collecting feedback from university students. The research employed a case study method by studying one of the Private universities in Kenya. Stratified random sampling was used to obtain the study subjects. A questionnaire was used to obtain data from the study subjects. The data analyzed was from students who enrolled during the January 2015 semester. From the questionnaires, it was established that social media particularly Facebook was most used by the students and they had visited the university page to get certain information regarding the courses they applied for. Use of social media improved accessibility of students to the university. The major problem that the use of social media encounters is that few people have access to internet and the fact that one needs to have internet bundles for them to access internet which are costly. Results from the questionnaires verified that social media was used to educate the students, collection of feedback, inform them about new aspects in the university and help the students in solving problems related to the university services. The study concluded that use of social media has had a major impact on University communication and public relations. The study recommends that social media if well used and managed can help universities reach out to more students as well as help in maintaining good communication and relationships between the university management and the students.

대학배구 U-리그가 대학홍보 효과에 미치는 영향

본 연구는 대학배구 U-리그가 대학홍보 효과에 미치는 영향을 조사하는데 목적이 있으며, 대학배구팀을 운영하 고 하고 있는 비수도권 대학교의 재학생을 모집단으로 하여 표본을 추출하였다. 이를 대상으로 설문지를 활용하여 유효 표본200부를 선정하여 R studio(R Version 3.6.1) 통계 처리를 통해 조사대상자의 특성을 기술분석 하였으며, 변인들을 상관관계분석, 가설검증은 다중회귀분석을 실시하였다. 연구결과 대학배구 U-리그가 대학 홍보, 대학선호도에 긍정적 인 영향을 미치는 것으로 나타났고, 대학배구 U-리그가 대학 경기장 시설 만족도, 홍보상품의 예비구입률에는 아무런 영향을 미치지 않는 것으로 나타났다. 이러한 결과 첫째, 대학 배구팀 이외에 다양한 종목을 대상으로 조사를 실시하고 스포츠를 활용한 대학 홍보 등을 필요로 하는 대학은 그 대학만이 가지고 있는 상장과 함께 융‧복합 한다면 대학의 홍보뿐 만 아니라 대학 이미지를 부각시킬 수 있길 바라며, 둘째, 대학 스포츠 팀을 활용한 마케팅 수단을 기존 홍보 수단의 비용과 스포츠 팀을 활용한 홍보의 가치에 대한 비용을 비교한다면 더욱더 대학의 참여를 이끌어 낼 수 있을 것이다. 이러한 것들 이 복합적으로 이루어져야 대학의 스포츠 활성화와 대학의 학령인구 감소시대를 대비할 수 있는 새로운 해결 방안으로 제시될 것이다. 마지막으로 4차산업 혁명시대에 맞는 학생과 일반인들의 눈높이를 충족시킬 수 있는 시설 및 다양한 홍보 상품을 개발 한다면 대학 만족도, 이미지제고, 새로운 수익창구로써의 변화를 가져 올 것으로 판단된다.

Entraves e perspectivas de um curso de formação sobre Economia Solidária em universidades: relato de caso

O presente artigo apresenta os resultados de um projeto de extensão estruturado como curso, voltado para a capacitação na área da Economia Solidária. Inicialmente voltado para capacitar membros de gestões municipais e estudantes universitários, o projeto foi marcado por uma série de problemas, que levaram à sua extinção prematura, e não consecução total dos objetivos propostos. Os problemas enfrentados foram então analisados a partir de uma reflexão sobre as formas de institucionalização da relação da universidade pública, e principalmente das incubadoras, com a economia solidária. Ao final do artigo são feitas propostas de revisão do modelo de institucionalização dessa relação, e sugeridas ações específicas que poderiam ser adotadas.

대학 골프팀 운영이 대학홍보 효과에 미치는 영향

대학 골프팀 운영이 대학홍보 효과에 미치는 영향