The Public Relation Management of Islamic Higher Education in Building Brand Image

One of the Public Relation (PR) functions is, in hinger education, to manage how to build brand image of an institution in order to keep its organization sustainability, but not all higher education implements this function optimally. So, the research aimed to describe and to investigate how the PR management of Islamic Higher Education in building brand image. The data collection used were in-depth-interview, observation, and documentation because this research belonged to qualitative. The steps used in analyzing data consisted of four steps, collecting, reducing, displaying, and drawing conclusion. The result show that PR management related to branding starts from planning activities although it is still sporadic. The formation of the Branding Team was motivated by an emergency system that focuses on problem solvers when universities encounter discourse problems matter of scientific integration-interconnection which is the basis for university development. The two universities used Syare’a approach in building brand image, that is the promotion based on the value of honesty, trust, and integrity. Besides that, lecturer personal branding also took apart in building it.