Final task of public relations consultants initiation: A case of STIKOM InterStudi Campus Jakarta

Abstract

Modern Organization Theory refers to the efforts to reach sustainable development goal, including in educational institutions which nowadays not only must compete academically but also have to develop their profit sustainability. InterStudi is the first educational institution in Indonesia which set up a Bachelor Degree in Public Relations. This study aims to explore the potential of in-house PR in an educational institution as a learning implementation facility as well as a means to make an additional profit by establishing a PR business unit. The conceptual model of this study refers to the previous studies which focus on how to make a sustainable profit (sustainable development goal) in the context of educational institutions. This study was conducted using a qualitative method through internal interviews with owners, management, and users. It also suggests comprehension of how in-house PR might function as a public relations facility as well as a means to make an additional profit from a PR agency, such as through PR Consultants, Event Consultants, PR Campaigns, or other external PR activities, by involving external users as the target audience. The result of this study provides a relevant suggestion for in-house PR in an educational institution to be established independently by optimizing the lecturers’ role as an educator who will train the students or alumni as internal PR and external PR consultants later on. The limitation of this study lies on the students who were involved as the PR Consultants; their lack of experience compared to a PR agency which has professionally existed makes it important to prepare training and upgrade their PR skills. This study is also limited to the scope of educational institutions where a further research might try to implement a similar study approach with a focus on the exploration of in-house PR business unit.