Media relations strategy of public relations of the directorate general of higher education, research, and technology in maintaining the image

Abstract

Several issues could affect the image of the Directorate General of Higher Education, Research and Technology. In this case, Public Relations of the Directorate General of Higher Education, Research, and Technology is implementing a media relations strategy, considering that mass media is the primary channel used by Government PR in forming, improving and maintaining image through providing information. This research aims to determine the media relations strategy of Public Relations of the Directorate General of Higher Education, Research, and Technology in Maintaining the Image, as well as the obstacles in implementing this strategy. This research is qualitative descriptive research using the case study method. The research results show that the media relations activities were dominated by the distribution of press releases to the media. Media relations activities, providing information texts in the form of press releases, collaborating with the media on National Education Day 2023, establishing personal relationships, developing strategies by creating communities with journalists within the Directorate General of Higher Education, Research, and Technology and developing a network through good relationships with the Education Journalist Forum. Obstacles in media relations activities include the  Public Relations position of the  Directorate General of Higher Education, Research, and Technology, which is not considered strategic or close to the spokespersons, the lack of intensity or variety regarding press releases, and changes to the media relations budget at the Ministry of Education, Culture, Research and Technology which has an impact on the  Directorate General of Higher Education, Research, and Technology‘s budget management policy.