STRATEGI KOMUNIKASI HUMAS DALAM MEMBANGUN BRAND IDENTITY PASCA TRANSFORMASI INSTITUSI PENDIDIKAN TINGGI KEAGAMAAN

Abstract

ABSTRACT The transformation of STAHN into IAHN Mpu Kuturan requires institutional identity strengthening to ensure that the institutional change is consistently understood and accepted by stakeholders. This study aims to analyze public relations communication strategies in building brand identity following the institutional transformation. The novelty of this study lies in its integrative analysis of four Grunig communication models in strengthening higher education identity based on Hindu scholarship and Balinese local wisdom. This study employed a descriptive-narrative qualitative approach involving 12 informants. Data were collected through observation, in-depth interviews, and documentation, and analyzed using the Miles and Huberman interactive model. The findings indicate that brand identity development rests on three aspects: centrality, through strengthening the institution’s vision, mission, Hindu scholarship, and human resources; distinctiveness, through the integration of Balinese Hindu local wisdom; and continuity, through consistent communication and expanded outreach. Public relations implemented four Grunig communication models—Press Agentry/Publicity, Public Information, Two-Way Asymmetrical, and Two-Way Symmetrical—according to stakeholders’ communication needs. Digital exposure increased from 250,000 to 700,000 views, indicating broader communication reach and public engagement, accompanied by the development of institutional legitimacy from the community to the ministry level. The study concludes that integrated public relations communication strategies contribute to strengthening brand identity and institutional legitimacy, with the Two-Way Symmetrical model serving as an important approach for establishing long-term stakeholder relationships. ABSTRAK Transformasi STAHN menjadi IAHN Mpu Kuturan menuntut penguatan identitas kelembagaan agar perubahan institusi dapat dipahami dan diterima secara konsisten oleh pemangku kepentingan. Penelitian ini bertujuan menganalisis strategi komunikasi humas dalam membangun brand identity pascatransformasi kelembagaan. Kebaruan penelitian terletak pada analisis integratif empat model komunikasi Grunig dalam penguatan identitas perguruan tinggi berbasis keilmuan dan kearifan lokal Hindu Bali. Penelitian menggunakan pendekatan kualitatif deskriptif naratif dengan 12 informan. Data dikumpulkan melalui observasi, wawancara mendalam, dan dokumentasi, kemudian dianalisis menggunakan model interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa pembangunan brand identity bertumpu pada tiga aspek, yaitu sentralitas melalui penguatan visi, misi, keilmuan Hindu, dan sumber daya manusia; kekhasan melalui integrasi kearifan lokal Hindu Bali; serta keberlanjutan melalui konsistensi komunikasi dan perluasan jangkauan. Humas menerapkan empat model komunikasi Grunig, yaitu Press Agentry/Publicity, Public Information, Two-Way Asymmetrical, dan Two-Way Symmetrical, sesuai kebutuhan komunikasi dengan pemangku kepentingan. Eksposur digital meningkat dari 250.000 menjadi 700.000 tayangan, menunjukkan perluasan jangkauan dan keterlibatan publik, disertai terbentuknya legitimasi kelembagaan dari masyarakat hingga kementerian. Penelitian menyimpulkan bahwa integrasi strategi komunikasi humas berkontribusi terhadap penguatan brand identity dan legitimasi kelembagaan, dengan Two-Way Symmetrical menjadi pendekatan penting dalam membangun hubungan jangka panjang.