Media Relations as a Method to Build Private Universities Image (A Case Study in Universitas Tarumanagara)
- 10.2991/assehr.k.210805.120How to use a DOI?
- public relations, media relations, private universities
Media relations can be used to form an institutional image, including private universities. A good image is an important thing for an institution, such as private universities. As one of the best private universities in Indonesia, Universitas Tarumanagara is one of the private universities that executes media relations through Universitas Tarumanagara Office of Public Relations. The main problem in this research is how media relations form the image of private universities. This research used public relations theory, school (university) public relations theory, media relations theory, and image theory. This research focus is Universitas Tarumanagara Office of Public Relations. This research was conducted with a qualitative approach with a case study method. Data was collected through in-depth interviews and observations. Data processing and analysis were conducted with the coding method. Based on the research, it is found that media relations activities form the image of Universitas Tarumanagara through numerous positive news. Positive news in media could emerge through the success of the Universitas Tarumanagara Office of Public Relations in establishing relationships with media. Not only formal relationships such as news coverage, but also informal relationships such as socializing and mingling with media personnel after events, or conducting events that could bring the relationships with media closer, such as media gathering and inviting as speakers to events. The positive news is evidence of Universitas Tarumanagara’s existence and achievements. Through positive news, the public could find out the achievements and qualities that Universitas Tarumanagara owns. Also, the image that is expected by Universitas Tarumanagara will be reflected through that news. This will increase the reputation and public trust in Universitas Tarumanagara, which then will have a role in Universitas Tarumanagara’s sustainability.
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Alvin Putra Winata AU - Riris Loisa PY - 2021 DA - 2021/08/08 TI - Media Relations as a Method to Build Private Universities Image (A Case Study in Universitas Tarumanagara) BT - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021) PB - Atlantis Press SP - 762 EP - 767 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210805.120 DO - 10.2991/assehr.k.210805.120 ID - Winata2021 ER -