| dc.description.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. | en_US |
