Public Relations Strategy: Analysis of Social Media Utilization in Leadership Transition
DOI:
https://doi.org/10.21111/ejoc.v10i2.12001Keywords:
freedom of expression, defamation, article 27 (3) ITE Law, Malaysia, IndiaAbstract
The purpose of this research is to examine the Public Relations (PR) strategies in utilizing social media during the leadership transition at State Islamic University Sultan Maulana Hasanuddin Banten for the 2025–2029 period. The study highlights the importance of reputation management for State Islamic Higher Education Institutions (PTKIN), which operate under strict government regulations. Using a qualitative case study approach, data were collected through in-depth interviews with key stakeholders, including the elected rector, head of the public relations bureau, senate members, lecturers, students, and local media. Thematic analysis was employed to identify patterns and insights from the data obtained. The findings indicate that the use of social media platforms such as Instagram, TikTok, Facebook, and Twitter/X successfully supported the university’s external image while mitigating the risk of public crises. However, weaknesses were identified in internal communication, which tended to be one-way, as well as the absence of a structured crisis management protocol. These shortcomings created a perception gap between the institution and its academic community. The study concludes that effective strategic communication relies not only on thorough planning but also on institutional capacity, particularly the competence of human resources and preparedness in addressing potential crises.References
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