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    Model Public Relations dalam Transformasi Entrepreneurial University di Universitas Sumatera Utara

    Public Relations Model in The Transformation of Entrepreneurial University at Universitas Sumatera Utara

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    Date
    2025
    Author
    Purba, Arief Marizki
    Advisor(s)
    Humaizi
    Zulkarnain, Iskandar
    Kurniawati, Dewi
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    Abstract
    This study analyzes the Public Relations model in supporting the transformation of Universitas Sumatera Utara (USU) into an Entrepreneurial University. The models examined include Press Agentry, Public Information, Two-Way Asymmetrical, and Two-Way Symmetrical, which play a role in the university's internal and external communication strategies. The subject of this research is the Public Relations model in the context of an Entrepreneurial University, while the object of the study encompasses USU’s communication strategies in building an innovation and entrepreneurship ecosystem. This study employs a qualitative method with a constructivist approach, focusing on the interpretation of communication strategies from the perspective of stakeholders. Data were collected through in-depth interviews with academics, administrative staff, students, as well as industry and government partners. Data triangulation was used to enhance the validity of the findings, while the analysis was conducted interpretatively to explore the meaning behind the communication strategies implemented. The findings reveal that effective Public Relations plays a crucial role in enhancing the university's reputation, developing an innovation ecosystem, and strengthening academic and industrial networks. Structured internal communication fosters a culture of innovation among the academic community, while external communication through corporate communication reinforces strategic relationships with external partners. The success of this transformation is supported by effective communication governance, stakeholders’ roles as university ambassadors, and the optimization of digital media. This study concludes that an integrated Public Relations model plays a key role in facilitating the transformation of educational institutions into Entrepreneurial Universities, producing innovative, adaptive, and highly competitive individuals. The ARIEF Model (Analysis, Realization, Integration, Engagement, Feedback) was identified as a strategic approach to optimizing the role of Public Relations at USU.
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    https://repositori.usu.ac.id/handle/123456789/104461
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    • Doctoral Dissertations [7]

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    Repositori Institusi Universitas Sumatera Utara (RI-USU)
    Universitas Sumatera Utara | Perpustakaan | Resource Guide | Katalog Perpustakaan
    DSpace software copyright © 2002-2016  DuraSpace
    Contact Us | Send Feedback
    Theme by 
    Atmire NV