PUBLIC RELATIONS BUILDING AN INTERNATIONAL CLASS PRIVATE UNIVERSITY BRAND
Many universities, especially private ones, provide a climate of intense competition. This phenomenon must make private universities have to work hard to stimulate the interest of prospective students to study on campus through improving academic quality and more varied promotional activities. Globalization also demands university graduates who meet international needs. Moreover, today's world is also increasingly open to the flow of professional exchange. The impact is competition, especially in private universities. Every private university strives to put forward its advantages to get students. Competition is no longer at the national level but internationally. One of the strategies is to strengthen the brand as an international class university. Brand as an international class university can attract prospective students to study at a private university. Private universities require the involvement of public relations in communicating the brand to the public, especially for prospective students. This study uses a constructivist paradigm with qualitative methods that produce descriptive data to explain public relations building as an international private university. To strengthen the brand is through communication conducted by public relations. The brand that is put forward is the identity as an international-class university, namely using an international curriculum; Having lecturers and students from abroad; have cooperation with foreign universities and institutions; International standard facilities; and Using English (another foreign language) as an introduction. Private universities try to apply all or at least some elements of what are claimed to be international standards. Then this international standard is communicated by the university's public relations to become a brand with selling points. Private universities seek to display the brand through a characteristic or identity of an international standard.
Brand, International Class University, Public Relations