JDK - Volume 10 - Nomor 1 - Strategi Humas IAIN Curup dalam Branding Kampus Melalui Media Sosial untuk Penerimaan Mahasiswa Baru

Sep 10, 2026

Uploaded by Hazel

This study explores communication strategies used by IAIN Curup’s Public Relations (PR) to brand the campus through social media in new student admission promotion. Higher education institutions face recurring seasonal challenges due to declining numbers of prospective students. Using a qualitative descriptive field research approach with purposive sampling, the study identifies PR’s strategic role in delivering institutional vision, mission, and leadership policies to the public. Findings show use of multiple social media platforms from 2019 to 2022, supported by planning, implementation, and evaluation to improve promotion effectiveness.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages12

Reading Time30 min

AccessFree to download

Introduction

Students and the Higher Education Context

PR Objectives in Higher Education

Social Media Management at IAIN Curup

JDK: Jurnal Dakwah dan Komunikasi Vol 10. Nomor 1 . 2024 ISSN: 2548-3293 (Print) 2548-3366 (Online) Available online at [https://journal.iaincurup.ac.id/index.php/jdk/index](https://journal.iaincurup.ac.id/index.php/jdk/index) IAIN Curup's Public Relations Strategy in Branding the Campus Through the Use of Social Media in New Student Admission Promotion Received: 07-02-2024 Revised: 23-03-2024 Accepted: 28-05-2024 Ibnu Amin* Institut Agama Islam Negeri (IAIN) Curup E-mail: [ibnuamin@iaincurup.ac.id](ibnuamin@iaincurup.ac.id) Hendri Saputra Institut Agama Islam Negeri (IAIN) Curup E-mail: [hendra@gmail.com](hendra@gmail.com) *) Corresponding Author Keywords: Public Relations; Strategy Branding; Social Media. Abstract: This study aims to explore the communication strategies of IAINCurup’s Public Relations (PR) in branding the campus through the utilization of social media for the promotion of new student admissions. Every academic year, higher education institutions face the challenge of declining numbers of prospective new students, which becomes a seasonal concern. This research employs a qualitative descriptive approach with a field research method to uncover the underlying phenomena related to the promotional strategies. Informants were selected using purposive sampling to obtain maximal data. The results indicate that the role of the PR department in higher education is highly strategic in ensuring the dissemination of information regarding the institution's vision, mission, and leadership policies to the public, as part of institutional branding. The task of PR is to create a positive perception in the community about the campus through various branding attributes. Furthermore, from 2019 to 2022, IAIN Curup’s PR utilized seven social media platforms for campus branding, including Facebook, Instagram, Twitter (X), YouTube, and TikTok. The use of these social media platforms successfully reached thousands of followers and visitors. Additionally, the branding strategy was realized through planning, implementation, and evaluation to enhance the effectiveness of new student admission promotions. Abstrak: Penelitian ini bertujuan untuk mengeksplorasi strategi Humas IAINCurup dalam membranding kampus melalui pemanfaatan media sosial pada promosi penerimaan mahasiswa baru. Setiap tahun akademik, perguruan tinggi menghadapi tantangan penurunan jumlah calon mahasiswa baru, yang menjadikecemasan musiman. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode field research untuk menggali fenomena yang belum terungkap terkait strategi promosi tersebut. Informan ditentukan menggunakan teknik purposive sampling untuk memperoleh data yang maksimal. Hasil penelitian menunjukkan bahwa peran Humas perguruan tinggi sangat strategis dalam memastikan penyampaian informasi mengenai visi, misi, dan kebijakan pimpinan institusi kepada publik, sebagai bagian dari branding citra kelembagaan. Tugas Humas adalah menciptakan persepsi positif di masyarakat terhadap kampus melalui berbagai atribut branding. Selain itu, Humas IAIN Curup pada periode 2019-2022 memanfaatkan tujuh platform media sosial untuk membranding kampus, antara lain Facebook, Instagram, Twitter (X), YouTube, dan TikTok. Penggunaan media sosial ini berhasil menjangkau ribuan pengikut dan pengunjung. Selanjutnya, strategi branding ini direalisasikan melalui perencanaan, penerapan, dan evaluasi untuk meningkatkan efektivitas promosi penerimaan mahasiswa baru. 221 JDK. Volume 9. No 1. May 2024 INTRODUCTION Students are one of the important components in higher education and function as an indicator of the quality and popularity of a higher education institution. The existence of students is very crucial as stated in the Law of the Republic of Indonesia Number 12 of 2012 concerning Higher Education, which states in Article 1 Paragraph (15) that students are students at the higher education level, both in public/private universities

FAQs

What is the main aim of the study in the document?

The study aims to explore IAIN Curup’s PR communication strategies in branding the campus through social media for promoting new student admissions.

Why is PR communication important for higher education institutions according to the text?

PR communication is important because it helps institutions disseminate information to the public, create positive perceptions, and maintain community support and participation in programs.

How did IAIN Curup’s PR implement campus branding through social media?

From 2019 to 2022, PR used seven social media platforms and carried out branding through planning, implementation, and evaluation to enhance the effectiveness of admissions promotion.

Sep 10, 2026

Uploaded by Hazel