PERANAN PUBLIC RELATIONS DALAM MENJAGA CITRA PERGURUAN TINGGI

Sari

Public Relations has a very fundamental role in developing the reputation of
tertiary institutions. Higher education is also an organization that provides
educational services and also needs to manage its image. This will relate to public
trust in aspects of the quality of education and other fundamental components
inherent in educational institutions. The problems in this paper is how the role of
public relations in maintaining the image of higher education. The results of the
discussion here are that PR for higher education institutions must know what the
needs of each of the public are. If then these needs are known, PR must convey
them to parties who can meet these needs so that if these needs can be
accommodated properly, it will lead to satisfaction for the public so that the
positive reputation of the organization can be achieved. PR in his job is to sell
reputation. Selling reputation which is an accumulation of image is a form of
selling which can be said to be invisible directly even though it can be said
implicitly but has a very large impact on an organization. In this case, university
public relations must be able to work together with any division in order to
achieve the goal of achieving a positive reputation and image itself