STRATEGI PUBLIC RELATIONS DALAM MENINGKACITRA PERGURUAN TINGGI SWASTA DI JA Studi Kasus Perguruan Tinggi Swasta di Universitas Pembangunan Nasional Veteran Jawa Timur)

<p>The strategy is a means or tool to achieve long-term goals in accordance with<br />the vision and mission agencies. Public relations is the process or activity <br />that aims to establish communication between the organization and external <br />parties and within the organization. The image is the overall impression<br />formed the minds of the public agency. So when put together, then the sense of<br />Public Relations Strategy, which is how the effort to achieve the specified goal<br />or purpose in accordance with the wishes continuously deliberately, in order<br />to establish and maintain mutual understanding between the organization and<br />its publics.<br />Issues examined in this study are: “Public Relations Strategies in Improving the<br />image of Private Higher Education in East Java (Case Study of Private Higher<br />Education in National Development University” Veteran “East Java)? “. The<br />research method used was qualitative research methods. Merely descriptive<br />research describing situations and events. Data collection techniques used<br />is through depth interview, observation and documentation. This type of<br />sampling used was purposive sample of the sample aimed to choose certain<br />people who are considered able to represent the population, are expected to<br />be able to answer the research problem.<br />From the results of this study was obtained that the Strategic Public Relations, <br />UPN “Veteran” East Java in Improving the image using the two concepts<br />of strategic marketing and public relations strategies. Both strategies are<br />analyzed from internal and external. This study concluded that the Public<br />Relations Strategy UPN “Veteran” East Java in Improving image is effective,<br />but must be supplemented by a strategy closer to the target market college, in<br />this case is prospective students. Image enhancement can also be achieved by<br />improving the quality of service and facilities as well as spiritual guidance to<br />all the academic community, particularly students <br />Key words : Strategy, Public Relations, Image