Communication Strategy of Private University's PR Practitioners to Attract Students' Interest in Time of Covid-19 Pandemic

Riza Hernawati; Maya Amalia Oesman Palapah; Tri Nur Aini Noviar

doi:10.29313/mediator.v15i1.9518

Communication Strategy of Private University's PR Practitioners to Attract Students' Interest in Time of Covid-19 Pandemic

Riza Hernawati, Maya Amalia Oesman Palapah, Tri Nur Aini Noviar

Abstract

Public relations practitioners from private universities have a strategic role in formulating and implementing creative and innovative communication programs through the use of technology and new media, especially in the time of the Covid-19 pandemic like today. This study aims to map the performance of private-public relations practitioners in optimizing the role of social media to overcome problems that arise due to the pandemic, such as the absence of direct promotion and communication to prospective students and the decline in interest in high school/vocational equivalent graduates to continue to higher education, by using the method of qualitative case study approach. Data collection techniques are carried out through FGD, in-depth interviews, observations of Unisba-assisted private universities in Bandung, and literature review. The results of the study show that in responding to the application of communication technology during the pandemic, it is necessary to implement strategic steps, including the building of a special team, empowering the entire academic community and students as well, coordinating with related parties, and evaluating the use of social media as a means of promotion. The results of this study contribute to universities that want to design promotional activities through social media.

Keywords

Communication Strategies; Public Relations Performance; Attracting Students' Interest; Promotion; Pandemic Era

Full Text:

PDF

References

Adetunji, R. R., Rashid, S. M., & Ishak, M. S. (2018). Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia. Jurnal Komunikasi Malaysian Journal of Communication, 34(1), 1–19.

Aghaz, A., Hashemi, A., & Atashgah, M. S. S. (2015). Factors contributing to university image: the postgraduate students' points of view. Journal of Marketing for Higher Education, 25(1), 104–126.

Citrawan, D. (2021). Seratusan Kampus Gulung Tikar Akibat Pandemi. Lampost.Co. https://m.lampost.co/berita-seratusan-kampus-gulung-tikar-akibat-pandemi-covid-19.html

Dalila, F., Putri, A. M., & Harkina, P. (2021). Hubungan Antara Intensitas Penggunaan Media Sosial Instagram dengan Harga Diri. Jurnal Psikologi Malahayati, 3(1), 47–55.

Darmastuti, R. (2012). Media Relations: Konsep, Strategi & Aplikasi. Yogyakarta: CV. Andi Offset.

Dewi, A. M. (2018). Pengaruh Iklan Online melalui Instagram Terhadap Keputusan Pembelian Bagi Peningkatan Penjualan Produk Kuliner Lokal. Jurnal EKonika, 3(1), 1–22.

Ferlitasari, R., Suhandi, & Rosana, E. (2020). Pengaruh Media Sosial Instagram terhadap Perilaku Keagamaan Remaja. Sosio Religia: Jurnal Sosiologi Agama, 1(2), 1–18.

Kriyantono, R. (2014). Teori Public Relations Perspektif Barat & Lokal: Aplikasi Penelitian dan Praktik. Jakarta: Kencana Prenada Media Group.

Kusumalestari, R. R., Satriani, A., Permatasari, A. N., Anjani, M., & Nadifah, N. N. (2021). Gen Z’s Reception of Covid-19 Information on Digital Media. Mediator, 14(2), 157–167.

Latifa, A., & Setiawan, B. (2019). Strategi Public Relations Radio Geronimo Yogyakarta dalam Mempertahankan Citra Perusahaan. Mediator, 12(2), 189–198.

Lestari, A. D., & Dedet, E. (2019). Proses WOrd of Mouth Communications Sebagai Media Promosi Universitas Swadaya Gunung Jati Cirebon. Jurnal Signal, 7(2), 224–239.

Mahendra, B. (2017). Eksistensi Sosial Remaja dalam Instagram (Sebuah Perspektif Komunikasi). Jurnal Visi Komunikasi, 16(1), 151–160.

Mizanie, D., & Irwansyah, I. (2019). Pemanfaatan Media Sosial Sebagai Strategi Kehumasan Digital di Era Revolusi Industri 4.0. Jurnal Komunikasi, 13(2), 149–163.

Mustikawati, I., & Husnul, H. (2016). Pengaruh Human Relations Terhadap Peningkatan Kinerja Pegawai Negeri Sipil Di Kantor Kecamatan Panti Kabupaten Jember. Dian Ilmu, 16(1), 25–37.

Nasrullah, R. (2016). Media Sosial Perspektif Komunikasi, Budaya, Sosioteknologi. Bandung: Simbiosa Rekatama Media.

Noviar, T. N. A., Chatamallah, M., Zulfebriges, & Iskandar, D. (2021). Komunikasi Terapeutik Keluarga Muslim di Bandung: Analisis Fungsi Narasi dan Keteladanan. Jurnal Komunikasi Islam, 11(1), 63–87.

Nurohman, Y. A., & Yahya, A. (2018). Peran Promosi Media Sosial Pada Pemilihan Program studi Manajemen Bisnis Syariah. Among Makarti, 11(2), 62–76.

Oktaviani, F. (2018). Strategi Branding Public Relations “Jendela Alam” dalam Mengembangkan Produk Agrowisata. Mediator, 11(2), 203–213.

Palapah, M. A. O. (2020). Instagram Activation as a part of University Public Relations Social Media Orchestration. Mediator, 13(2), 217–232.

Petrovici. (2014). E- Public Relations: Impact and Efficiency. A case study. Procedia-Social and Behavioral Science, 141, 79–84.

Ramdan, M. R., Abdullah, N. L., Isa, R. M., & Hanafiah, M. H. (2020). Exploring Factors Influencing the Use of Digital Platform by Micro and Small Enterprises. Journal of Management, 59(5), 37–51.

Ruslan, R. (2012). Manajemen Public Relations dan Media Komunikasi. Jakarta: PT. Raja Grafindo Persada.

Sabando, A. L. R. De, Forcada, J., & Pilar, Z. (2019). The University Image : A model of Overall Image and Stakeholder Perspectives. Cuadernos de Gestaion, 19(1), 63–86.

Sookdeo, B. (2019). Measuring organisational performance using work measurement: towards improving productivity. Int. J. Productivity and Quality Management, 28(4), 497–510.

Suryono, J., Rahayu, N. T., Astuti, P. I., & Widarwati, N. T. (2020). Successful Social Media Advertising Activities for Micro, Small and Medium Enterprises. Mediator, 13(1), 108–117.

Trimanah, & Wulandari, D. (2018). Prinsip Public Relations dalam Ajaran Islam Menurut Persepsi Anggota Perhumas Jawa Tengah. Mediator, 11(1), 66–74.

Wardasari, N., Wisadirana, D., & Zulkarnaen, N. (2013). Kinerja Praktisi Public Relations dalam implementasi Kegiatan Human Relatioons. Sosiohumaniora, 15(2), 222–231.

Wiwitan, T., & Yulianita, N. (2017). Strategi ‘Marketing Public Relations’ Perguruan Tinggi Islam Swasta: Peluang dan Tantangan di Era MEA. Mediator, 10(1), 1–10.

DOI: https://doi.org/10.29313/mediator.v15i1.9518

Refbacks

There are currently no refbacks.

This work is licensed under a Creative Commons Attribution 4.0 International License

Username
Password
Remember me