Strategi Public Relations Dalam Meningkatkan Jumlah Mahasiswa di Politeknik ATMI Surakarta

Abstract

ATMI Surakarta Polytechnic, one of Indonesia’s vocational universities, is also affected by intense competition among vocational universities, as the number of institutions increases along with the growing need for human resources with expertise and skills. The number of applicants at ATMI Surakarta Polytechnic for the 2020-2024 period is experiencing fluctuations, so a strategic approach is needed to increase the number of students. This research aims to find out and analyze the public relations strategy carried out by ATMI Surakarta Polytechnic in increasing the number of students. To support this research, researchers use the Strategic Planning for Public Relations theory developed by Richard D Smith. The research method employed was a qualitative approach, utilizing in-depth interviews, observation, and documentation studies. The interview subject for the internal category is the deputy director for cooperation, academic administration staff. Meanwhile, external informants are students, parents, alumni, and the general public. This research found that ATMI Surakarta Polytechnic has implemented a public relations strategy that includes digital promotions, school visits, use of social media, and strengthening its image through institutional accreditation. The results of the research indicate that the public relations strategy employed by ATMI Surakarta Polytechnic has been effective, with the image that studying at ATMI yields immediate results. Strengthening public relations strategies that are adaptive to technological developments and the needs of the younger generation must still be maximized.