PERSUASIVE PUBLIC RELATION COMMUNICATION STRATEGY OF UIN RADEN MAS SAID SURAKARTA AND UIN SAIFUDDIN ZUHRI IN SOCIAL MEDIA FOR INCREASING THE IMAGE OF HIGHER EDUCATION
Main Article Content
Keywords
college, persuasive communication, public relations, the image of the institution
Abstract
Image is an important element for the institution as a reflection of the institution's quality in the eyes of the community. Part of the institution that functions to form an image is public relations (PR). This study aims to explain the role of public relations in improving the image of Islamic universities in Central Java. The two universities selected as research objects are UIN (Universitas Islam Negeri) Raden Mas Said Surakarta and UIN Saifuddin Zuhri Purwokerto. The two institutions transformed IAIN (Institut Agama Islam Negeri) into UIN in 2021. The research approach used was qualitative. This study resulted that the two universities functioned in public relations to improve the institution's image. In addition, public relations also performed as a means of da'wah, considering that both universities are Islamic religious colleges.
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References
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Mujahidin, A., Zuhriah, F., & Khoirianingrum, I. (2018). Pengaruh Citra Perguruan Tinggi Dan Kompetensi Dosen Terhadap Loyalitas Mahasiswa Melalui Kepuasan Mahasiswa Pada Perguruan Tinggi Swasta (Studi Pada IKIP PGRI Bojonegoro). Al Tijarah, 4(2), 49–66.
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Musyarrofah, M. (2018). Peran Humas Dalam Pengembangan Pendidikan Tinggi. Jurnal Idaarah, 2(1), 293–304.
Nagami, F., Kuriki, M., Koreeda, S., Kageyama, M., Shimizu, O., Toda, S., … Yamamoto, M. (2020). Public Relations And Communication Strategies In Construction Of Large-Scale Cohorts And Biobank: Practice In The Tohoku Medical Megabank Project. The Tohoku Journal Of Experimental Medicine, 250(4), 253–262. https://doi.org/10.1620/tjem.250.253
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Ogbu, S. U. (2019). Social Media And Effective Public Relations Practice In Nigeria: Implications, Challenges, And Strategies. International Journal Of Small Business And Entrepreneurship Research, 7(4), 1–13.
Oyibo, K. (2021). The Relationship Between Perceived Health Message Motivation And Social Cognitive Beliefs In Persuasive Health Communication. Information (Switzerland), 12(9), 1–18. https://doi.org/10.3390/info12090350
Perloff, R. M. (2010). The Dynamics Of Persuasion: Communication And Attitudes In The 21st Century (4th Ed). Abingdon, United Kingdom: Routledge.
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Dec 26, 2022
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Fathan, Suharto, T., & Bin Salman, A. M. (2022). PERSUASIVE PUBLIC RELATION COMMUNICATION STRATEGY OF UIN RADEN MAS SAID SURAKARTA AND UIN SAIFUDDIN ZUHRI IN SOCIAL MEDIA FOR INCREASING THE IMAGE OF HIGHER EDUCATION. Al-Balagh : Jurnal Dakwah Dan Komunikasi, 7(2), 341–372. https://doi.org/10.22515/albalagh.v7i2.5900
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