| dc.description.abstract | This research wants to determine the implementation of media relations in universities in Yogyakarta. Pubic Relations (PR) has a duty and an obligation to establish a good relationship with journalists in order to gain positive image to the public, especially to the opinion leaders so that the university has always had a good impression. It is interesting to observe the PR Officer in the university level because the characteristics university is different from other fields. In educational institutions, PR has to existing educational content and also to be in charge of promotion, in this case is soft promotion.
The object of this study is three (3) State University (PTN) and seven (7) Colleges (PTS) in Yogyakarta, they are Universitas Gajah Mada (UGM), Universitas Negeri Yogyakarta (UNY), Universitas Islam Negeri Sunan Kalijaga (UIN), Universitas Muhammadiyah Yogyakarta (UMY), Universitas Pembangunan Negeri “Veteran” Yogyakarta (UPN), Stikes Aisyiyah Yogyakarta, Universitas Islam Indonesia (UII), Universitas Ahmad Dahlan (UAD), Universitas Atmajaya Yogyakarta and Universitas Sanata Dharma. The ten (10) universities is selected because they are famous universities in Yogyakarta an they have PR and do a systematic and well-planned media relations activities. In addition, we also do an interview with the journalists in order to obtain more valid results.
This research uses the case study method that gives a detailed overview of the background, characteristics and distinctive character of the cases studied that how the implementation of media relations in universities in Yogyakarta. We collect the data through interviews, focus group diccusion, and observations in the field.
The results showed that the dominant media relations activities are press release and news coverage invitation. Although in some universities, they do more activities such as press gathering, press tour and have press room for the journalists. | en_US |
