Public Relations Governance and Leadership Communication in Strengthening Institutional Reputation and Competitiveness of Islamic Higher Education

Abstract

This study aims to examine how public relations governance and leadership communication contribute to strengthening institutional reputation and competitiveness in Islamic higher education. A qualitative multisite case study design was employed at Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember and Universitas Muhammadiyah Jember. Data were collected through semi-structured interviews, participant observation, and document analysis involving university leaders, public relations officers, lecturers, administrative staff, students, alums, and external stakeholders. Data were analyzed using thematic and cross-site analysis. The findings reveal that public relations governance has evolved from a technical communication function into a strategic governance mechanism integrating communication management, stakeholder engagement, reputation building, and institutional competitiveness. Leadership communication was found to play a central role in shaping stakeholder trust, organizational legitimacy, and institutional reputation. The study further demonstrates that institutional competitiveness is strengthened through the interaction of communication governance, leadership communication, stakeholder engagement, and reputation management. The originality of this study lies in the development of the Collaborative Reputation Communication System (CRCS), a conceptual model explaining the interconnected relationships among public relations governance, leadership communication, stakeholder engagement, institutional reputation, and competitiveness. This study contributes to the advancement of strategic public relations, leadership communication, and Islamic higher education management by providing a governance-based framework for strengthening institutional sustainability and competitiveness.