PENERAPAN CYBER PUBLIC RELATIONS DI PERGURUAN TINGGI MUHAMMADIYAH (Studi Pada Bagian Humas dan Protokoler Universitas Muhammadiyah Malang)

Every organization or company that has implemented the internet or online media as a tool to assist their public relations activities has automatically implemented Cyber Public Relations. In the current era, some forms of Cyber Public Relations such as websites, e-mail and multimedia (social media) are widely used by companies and agencies because of the convenience that is obtained. This includes the University of Muhammadiyah Malang (UMM) through the UMM Public Relations and Protocol department that has been using websites and e-mail since the 2000s and since 2010 they have used multimedia (social media) as Cyber Public Relations. This study aims to determine how the application of cyber public relations at the University of Muhammadiyah Malang. The research approach used is qualitative with descriptive type. Data collection techniques obtained through the process of interviews, observation and documentation. The data analysis technique in this study uses data reduction, data presentation and conclusion drawing. The results of this study indicate that by using online media namely websites, e-mail and also multimedia (social media) Public Relations and Protocol UMM has implemented Cyber Public Relations well. They benefit from the application of Cyber Public Relations, which is constant communication with the public, instant response to their public, a broad global audience, two-way communication with the public and aalso cost effectiveness. And also, UMM Public Relations and Protocol department always insert persuasive elements in two-way communication with the aim of maintaining public trust both internally and externally