Analisis Fungsi dan Peran Media Sosial sebagai Strategi Humas di Perguruan Tinggi

Universitas Kebangsaan Republik Indonesia (UKRI) is a private university that has a communication science study programme. One of the missions of the communication science study programme is to develop and apply communication science to support community empowerment. Therefore, the dynamics of technological advances and challenges for public relations in higher education are an opportunity for the communication science study programme to develop students' knowledge through the application of science, namely the basics of public relations. This research aims to analyse the function and role of social media as a public relations strategy carried out by students in higher education. This research uses a qualitative approach with a case study method. The results of this study provide an overview of the role of social media on public relations strategies in higher education. In addition, this research also shows that building relationships is not only limited to external communication but also internal communication carried out with student collaboration. This research has implications for public relations strategies in higher education. Students as part of the community in higher education also need to be involved in building the image of higher education.