Pengelolaan Citra Positif Institusi oleh Direktorat Kerja Sama, Komunikasi dan Pemasaran Ipb University di Era Digital

Abstract

EZIZA RAHMI. Pengelolaan Citra Positif Institusi oleh Direktorat Kerja Sama, Komunikasi dan Pemasaran IPB University di Era Digital. Dibimbing oleh AMIRUDDIN SALEH

Perkembangan media digital dan perubahan karakteristik audiens menuntut institusi pendidikan tinggi untuk menerapkan strategi public relations yang adaptif dalam membangun dan mempertahankan citra institusi. Kelembagaan IPB University menerapkan pengelolaan public relations melalui publikasi media, promosi, dan kerja sama dengan pendekatan komunikasi dua arah yang sejalan dengan Two-Way Symmetrical Model. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi tersebut dilakukan secara partisipatif, adaptif, dan berorientasi pada hubungan jangka panjang melalui pemanfaatan berbagai media, pengelolaan umpan balik, serta hubungan berbasis kepercayaan dengan publik dan mitra. Pelaksanaannya masih menghadapi hambatan berupa keterbatasan sumber daya, koordinasi antarunit, dan dinamika media digital, sehingga dilakukan penguatan koordinasi, adaptasi komunikasi, dan inovasi konten. Strategi tersebut berkontribusi dalam memperkuat citra institusi dan meningkatkan kepercayaan publik. Kata kunci: citra institusi, hubungan masyarakat, komunikasi digital, strategi komunikasi

EZIZA RAHMI. Management of Institutional Image by the Directorate of Partnership, Communication and Marketing of IPB University in the Digital Era. Supervised by AMIRUDDIN SALEH

The development of digital media and changes in audience characteristics require higher education institutions to implement adaptive public relations management in building and maintaining institutional image. IPB University’s institutional management implements public relations strategies through media publications, promotions, and collaborations using a two-way communication approach aligned with the Two-Way Symmetrical Model. This study employed a qualitative method with a case study approach through interviews, observations, and documentation. The results showed that the strategy was implemented in a participatory, adaptive, and long-term relationship-oriented manner through the utilization of various media, feedback management, and trust-based relationships with the public and partners. Its implementation still faced challenges, including limited resources, inter-unit coordination, and the dynamics of digital media. Therefore, efforts were made to strengthen coordination, adapt communication practices, and develop content innovation. These strategies contributed to strengthening the institutional image and increasing public trust. Keywords: communication strategy, digital communication, institutional image, public relations