Strategi Promosi Public Relations Perguruan Tinggi dimasa Pandemi Covid-19 (Studi Kasus: UKSW)

Abstract

The promotion bureau division in Satya Wacana Christian University (UKSW) is also the university's Public Relations. As the promotional team during the covid-19 pandemic, the promotion bureau has to be able to change most of its promotional activities. Moreover, it is related to the government's call to restrict mobility and travel out of the city. The purpose of the study is to learn what strategies were used by the Public Relations of UKSW during the covid-19 pandemic and to find out what effect that strategy would have on gaining new students. The research method uses a qualitative approach with data retrieval techniques of interviews, observation, and documentation. The research results suggest that PR-UKSW uses seven promotions based on advertising, public relations/pr, events& selling, interactive marketing, personal involvement, direct marketing, and personal sales. And the seven types of promotions are linked to success in the promotional activities carried out by the UKSW promotion team during the covid-19 pandemic.

Divisi Biro Promosi di Universitas Kristen Satya Wacana(UKSW) itu merupakan divisi Hubungan Masyarakat dari UKSW . Sebagai tim promosi selama masa pandemi covid-19, biro promosi harus bisa merubah seluruh kegiatan promosinya. Apalagi terkait himbauan pemerintah untuk membatasi mobilitas dan bepergian keluar kota. Tujuan dari penelitian ini adalah untuk mengetahui strategi apa yang digunakan oleh Hubungan Masyarakat-UKSW di masa pandemi covid-19 dan untuk mengetahui dampak dari strategi tersebut untuk mendapatkan mahasiswa baru. Metode penelitian yang digunakan adalah melalui pendekatan kualitatif dengan teknik pengambilan data berupa wawancara, observasi, dan juga dokumentasi. Hasil penelitian menunjukkan bahwa PR-UKSW menggunakan tujuh bauran promosi diantaranya Advertising, Public Relations/Humas, Events& experience, Interactive Marketing, Personal Selling, Direct Marketing, dan Sales Promotion. Dan tujuh jenis promosi tersebut saling berkaitan untuk menyukseskan kegiatan promosi yang dilakukan oleh tim promosi UKSW selama pandemi covid-19.