Peran Public Relations dalam Konstruksi Citra Perguruan Tinggi Muhammadiyah di Yogyakarta:(Studi kasus Peran Public Relations dalam Konstruksi Citra Internasional di Universitas Ahmad Dahlan).

Novi Rahma Ilmiati, Kuskridho Ambardi

2015 | Tesis | Ilmu Komunikasi

ABSTRACT Organizations is realize that public relations is, especially higher education that sell intangible products. To face the free market in 2015 getting a lot of competition not only from national universities but also from international universities to establish in Indonesia. This is why te university need to increase the quality of university to compete in regional and international level. This excellence and quality improvement is used to compete with the international higher educations, will lead to create international image. The qualifield example is UAD which is Muhammadiyah religious organizations based that take the effort to their excellences by establish world class international. This research discuss about the role of public relations to create the international image in higher education. The research question is how do the role of public relations which run by UAD to support internationalization efforts in the create of the international image? Then, the purpose of this research is to know the role of UAD’s public relations in the establishment of higher education international image. This research is qualitative research and using case study as the method. Data was gathered by interviews with the UAD officers, University Public Relations, Faculty Public Relations, Office of University Affairs, Office of International Affairs and student. Researcher also has reviewed of the written documents and Internet sites related to the research. The results of this research is indicate that the role of public relations in the establisment of the international image in UAD perform three roles. These three role are expert prescriber, communication facilitator, and communication technician. Therefore such as public relations UAD tend to used communication technician or technical level.The results of this research also explain that the factors which affect the implementation public relations roles in UAD. The main factor is to understanding UAD Rector about public relations, which is affected on the entire line of the organization. Unfortunately, there are unappropriate responsibility main task and the uage of implementing the public relations itself. Generally, the implementation of public relations roles in UAD only seen as supported party to the international process by publication.UAD not as the international image management because the responsibility of that taken by Office of International Affairs and Rector. Keywords: the role of public relations, international image, higher education

Kata Kunci : Hubungan Masyarakat; Public Relations