Efforts to Design a Public Relations Model in State Universities (Study of Public Relations Development at Udayana University)

The increasingly competitive competition among PTNs and even private universities requires professional management in all sectors, one of which is the most basic and will always appear as the spearhead, namely Public Relations. State universities as institutions that have the goal of producing quality human resources in accordance with their fields of expertise are required to start taking on a professional public relations role. The role of public relations in the PTN environment is very important in building a positive image internally and externally. Moreover, currently PTN is facing competition not only domestically but also competing with PTN / PTS around the world. Public relations of PTN will always be required to be able to face challenges and environmental changes that are very fast. Public relations plays a very important and strategic role. In addition, as a communication activity, public relations also functions as a bridge to build a conducive atmosphere within the framework of “win-win solutions”, among various organizational stakeholders, both internal and external in order to build the image or image of the PTN itself.