Descriptive Study Of Public Relations Practices In Public Relations & Protocol Department At Islamic University Of Indonesia

Abstract

Public Relations is the management function that establishes and maintains mutually beneficial relationship between an organization and the public, both internal and external parties through public relations activities. As the oldest university in Yogyakarta and the oldest private university in Indonesia, this university also conducts public relations activities to promote brand, corporate image, get students, and research fund under the Public Relations & Protocol Department. In relation to that, this study is aimed to investigate the public relation practices of the university. In this study, the writer conducted observation, interview, and data collection for this final report. The results of the observation show that Public relations practices in Islamic University of Indonesia have not been appropriate with the existing theory of public relations. This department only focuses on media relations and other activities handled by other department. That is why, the public relations activities cannot be integrated well in one department. It should be organized in one department so that it can improve university’s image. The accomplishment of this field study will help the Public Relations and Protocol Department Islamic University of Indonesia, to evaluate its public relations system. Further, this department can improve its system. Keywords: public relations, the implementation of PR