Strategi Komunikasi Perguruan Tinggi untuk Membangun Image Positif Masyarakat di Sekolah Tinggi Pariwisata Mataram

Institutional communication strategies are an integral part of managing the image of higher education institutions, especially in facing the challenges of competitiveness and public demands for accountability in educational services. This article examines the communication strategies implemented by the Mataram Tourism College in building a positive image in the community as part of the discourse on institutional communication science and educational public relations. This study aims to identify the influencing factors, the obstacles faced, and the forms of communication strategies developed by the institution. Using a descriptive qualitative approach with case studies, data were collected through observation, in-depth interviews, and documentation, then analyzed using the Miles and Huberman model. The research results indicate that the communication strategy of STP Mataram is still operating partially, is not yet based on a structured system, and has minimal protocols for handling public issues. Although there are internal strengths and external opportunities, weaknesses in message consistency and the lack of coordination between units are the main obstacles. This paper contributes to the development of institutional communication theory in the context of vocational higher education in the region, emphasizing the importance of strategic communication based on audience mapping and local culture. The results of this research are important as a basis for strengthening the capacity of higher education public relations in building public trust and institutional reputation sustainably.