Branding Untirta Jawara and HITS and Green Campus Through Media Rel
DOI:
https://doi.org/10.11594/ijssr.04.02.13Keywords:
Branding University, Media relations Untirta, Untirta HITS, Green UniversityAbstract
Sustainable development in the field of environmentally sound education is contained in SDGs No. 4, (Quality Education), and SDGs No. 9 (industry, innovation, and infrastructure). Untirta as an agent of chanre embodies a superior Untirta with environmental insight. Untirta's branding efforts are still partial and not optimal, therefore Untirta's vision must be understood by all stakeholders and internalized in every academic community. This study aims to determine the strategy of Branding Untirta Jawara as a Healthy, Integrated, Smart and Green (HITS and Green) Campus through a Media Relations Approach. Case study research methods, data obtained through interviews, observations and Focus group discussions. In formulating, designing and building the Untirta brand begins with the implementation of an analysis of three main parties, namely: Customers (consumer audit), Competitors (competitor audit) and Internal Stakeholders (internal audit). The research resource persons are Rectors and former Rectors, Public Relations, Lecturers, Employees and students of Untirta. To check the data, interviews were conducted with media partners, local governments and industry. The results showed that Untirta Branding was built through visual identity and brand activation process. Untirta's external branding is carried out through good relations with local and national media. To get the benefits of publication, a publication barter strategy is used, participating in the reporting of partner events at local and national events.
Downloads
References
Alim, A. L. (2016). Strategi Media Relations Hotel Grand Darmo Suite Surabaya Dalam Mengelola Publisitas Di Media Massa. Jurnal E-Komunukasi, 4(1). https://publication.petra.ac.id/index.php/ilmu-komunikasi/article/view/4846
Astungkoro, R., & Azizah, N. (2023, September 14). Kemendikbudristek: Jumlah Perguruan Tinggi di Indonesia Dua Kali Lipat dari China. Republika. https://news.republika.co.id/berita/s0zbq0463/kemendikbudristek-jumlah-perguruan-tinggi-di-indonesia-dua-kali-lipat-dari-china
Athoullah. (2020). JAWARA DALAM PERUBAHAN SOSIAL DI MASYARAKAT BANTEN. DESANTA, 1(1), 26–35. https://jurnal.desantapublisher.com/index.php/desanta/article/download/4/4
Deviona, E., Dwi, I., Nainggolan, P., Widyawan, P. A., Claretta, D., & Adi, A. (2022). Efektivitas Komunikasi Kegiatan " COFFEE MORNING " Pada Pt Pelindo Regional III. Jurnal Ilmu Komunikasi Dan Media Sosial (JKOMDIS), 2(1), 202–205. https://doi.org/10.47233/jkomdis.v2i3.288
Febriyansyah, A. R., Christin, M., & Imran, A. I. (2016). STRATEGI MEDIA RELATIONS PT. PELABUHAN TANJUNG PRIOK DALAM MENANGGAPI KRISIS. Jurnal Kajian Komunikasi, 4(2), 229–242. https://doi.org/10.24198/jkk.v4i2.8017
Firdausi, I. A. (2016). JAWARA DALAM BUDAYA BANTEN (Studi Etnografi Komunikasi Mengenai Jawara di Banten). Jurnal Lontar, 4(3), 15–29. https://doi.org/10.30656/lontar.v4i3.361
Hall, A. J. H. (2016). Community College Alumni Engagement: Exploring the Relationship of Social Media to Alumni Giving. https://digitalcommons.liberty.edu/doctoral/1333/
Hamdani, F., Hayati, N., Purnomo, P., & Rifqi, F. B. (2023). ALUMNI ENGAGEMENT PROGRAM SEBAGAI UPAYA UNTUK MENINGKATKAN KUALITAS AKADEMIK. Shaut Al-Maktabah: Jurnal Perpustakaan, Arsip, Dan Dokumentasi, 15(1), 64–83. https://doi.org/10.37108/shaut.v15i1.1002
Hasan Agus, A. R., & Ummah, B. (2019). STRATEGI IMAGE BRANDING UNIVERSITAS NURUL JADID DI ERA REVOLUSI INDUSTRI 4.0. Jurnal Pendidikan Islam, 12(1). https://doi.org/10.36835/tarbiyatuna.v12i1.352
Hermawan, E. (2020). Strategi Public Relations Kementerian Pariwisata dan Ekonomi Kreatif dalam Membangun Media Relations. JMK (Jurnal Manajemen Dan Kewirausahaan), 5(2), 140. https://doi.org/10.32503/jmk.v5i2.1028
Hudaeri, M. (2003). Jawara di Banten: Peran, Kedudukan dan Jaringannya. ALQALAM, 20(97), 43–78. https://doi.org/10.32678/alqalam.v20i97.645
Javani, V. (2016). University Branding: A Conceptualizing Model. International Journal of Academic Research in Business and Social Sciences, 6(4). https://doi.org/10.6007/ijarbss/v6-i4/2100
Kazaishvili, A. (2019). BRANDING OF UNIVERSITY ATTRIBUTES PROMOTING HIGHER EDUCATION INSTITUTIONS TO BE POSITIVELY DIFFERENT FROM COMPETITORS. IJAEDU- International E-Journal of Advances in Education, 231–237. https://doi.org/10.18768/ijaedu.593501
Mahatmi, M. W., & Sebatubun, M. M. (2022). Strategi komunikasi stakeholders dengan pendekatan data alumni menggunakan data mining. PRecious: Public Relations Journal, 2(1), 26–42. https://doi.org/10.24246/precious.v2i1.5350
Polyorat, K., & Preechapanyakul, W. (2020). University branding: The impact of university personality on university distinctiveness and university identification. In Journal of Critical Reviews (Vol. 7, Issue 5, pp. 703–709). Innovare Academics Sciences Pvt. Ltd. https://doi.org/10.31838/jcr.07.05.145
Sirap, M. I. M., & Huwae, G. N. (2023). Strategi Media Relasi PT. United Tractor Tbk Dalam Menjalin Hubungan Dengan Media. Jurnal Ilmiah Wahana Pendidikan, 9(11), 312–322. https://doi.org/10.5281/zenodo.8088398
Sugiyono. (2009). Memahami Penlitian Kualitatif. Alfabeta.
Sulaiman, F. (2023). STRATEGI MEWUJUDKAN HITS AND GREEN UNIVERSITY (HEALTHY, INTEGRATED, SMART) (Hilmi (ed.); 1st ed.). Untirta Press.
Sururi, A., Mardiana, S., & Putri, L. D. (2020). CULTURAL TRANSFORMATION AND REVITALIZATION IDENTITY OF BANTEN JAWARA. Humanika, 27(1), 1–10. https://doi.org/10.14710/humanika.v27i1.26302
Untirta. (2023). Tentang Untirta. Untirta.Ac.Id. https://untirta.ac.id/tentang/
Wiwitan, T., & Yulianita, N. (2017). Strategi “Marketing Public Relations” Perguruan Tinggi Islam Swasta: Peluang dan Tantangan di Era MEA. MediaTor, 10(1), 1–10. https://doi.org/10.29313/mediator.v10i1.2672
Yosephine, M., & Diniati, A. (2021). Strategi public relations Sinar Mas Land dalam membangun brand image perusahaan. PRofesi Humas, 5(2), 208–228. https://doi.org/10.24198/prh.v5i2.26220
Downloads
Published
Issue
Section
How to Cite
