ANALISIS MEDIA RELATIONS BAGIAN HUMAS DAN KERJASAMA (BHK) UNIVERSITAS MUHAMMADIYAH PONOROGO

ABSTRACT MEDIA RELATIONS ANALYSIS OF THE BAGIAN HUMAS DAN KERJASAMA (BHK) MUHAMMADIYAH UNIVERSITY OF PONOROGO Rihan Dwidarmawati NIM 19240777 UMPO's Public Relations Unit, through the Bagian Humas dan Kerjasama (BHK), is actively engaged in PR programs, including media relations. The collaboration between UMPO's BHK and various media outlets shows that there is media relations activity aimed at conveying information about UMPO to the public and improving UMPO's reputation. The method used in this study is a qualitative approach with a descriptive type. This study aims to analyze the media relations of BHK UMPO in improving its reputation. Based on the research using Frank Jefkins' theory, this study produced several findings: 1) By serving the media: preparing information for the media at every event in UMPO; BHK UMPO's current service differs from previous PR services. 2) By establishing a reputation for reliability: building a reputation through improving accreditation value; providing specific time for the media to interview top management and sources; sending articles to the mass media and preparing straight news and features. 3) By supplying good copy: providing various forms of documents for media services; writing and providing press releases at every event. 4) By cooperation in providing material: collaborating with the Indonesian Journalists Association (PWI) by holding National Press Day every year; UMPO's Communication Science Study Program collaborates in implementing student internships; becoming a source/commentator on content reported by the media. 5) By providing verification facilities: providing a special place for journalists to interview event sources; providing facilities by verifying the accuracy of information provided to the media; building personal relationships using social media; building relationships and trust with good credibility and attitude from all elements; having held a media gathering. Keywords: public relations, media relations, reputation, universit