SHS Web Conf.
Volume 42, 2018Global Conference on Teaching, Assessment, and Learning in Education (GC-TALE 2017)
|Number of page(s)||6|
|Published online||29 January 2018|
The Role of Public Relations as A Management Function in Higher Education
University of Mahendradatta
Nowadays, public relations in higher education institution become an integral part of the management team. It must contribute to achieve organizational goals and demonstrate an organizational accountability identified by measurable result. Placement public relations at certain positions in management has consequences in the process of implementation of the public relations function. It happened because the management, workflow and hierarchy greatly affects work patterns as well as patterns of decision making in carrying out communication tasks performed by public relations.The goal of research to find out the role and position in public relations in management education institution (university) in achieving its objectives. After identification of roles and positions performance public relations firm, the study aims to evaluate the performance of public relations as part of management.This study used a qualitative descriptive research method with the study subjects were Mahendradatta University Public Relations and internal stakeholders. Data drawn from interviews with the help of the interview guide and then processed into information that can answer the research objectives.The result of the research shows that not all public relations officers in Mahendradatta University, do their role as real public relations officers. They also do not have the same understanding about the role of a public relations officer will just place public relations in same position as marketing.
Key words: public relation / private university / role / reputation
© The Authors, published by EDP Sciences, 2018
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (http://creativecommons.org/licenses/by/4.0/).
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