| NIM | F2C024017 |
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| Namamhs | AHMAD ARIJAL LUTFI |
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| Judul Artikel | STRATEGI MEDIA RELATIONS DALAM PENGELOLAAN WEBOMETRICS UNTUK PENGUATAN REPUTASI UNIVERSITAS JENDERAL SOEDIRMAN
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| Abstrak (Bhs. Indonesia) | Visibilitas digital menjadi bagian penting dalam pembentukan reputasi perguruan tinggi, sementara keterkaitan antara strategi media relations dan pengelolaan Webometrics masih belum banyak dikaji secara terpadu. Penelitian ini bertujuan menganalisis peran Humas Universitas Jenderal Soedirman (UNSOED) dalam mengelola komunikasi publik berbasis digital, mengkaji praktik dan strategi media relations dalam mendukung publikasi institusi, serta merumuskan strategi media relations dalam pengelolaan Webometrics untuk memperkuat reputasi digital universitas. Penelitian menggunakan paradigma konstruktivis dengan pendekatan kualitatif deskriptif dan berlandaskan Relationship Management Theory. Data diperoleh melalui wawancara mendalam, Focus Group Discussion (FGD), observasi, dokumentasi, dan online tracking yang melibatkan Humas, pengelola website, pengelola Webometrics, pengelola konten, tim teknologi informasi, serta jurnalis. Analisis data menggunakan model interaktif Miles, Huberman, dan Saldaña melalui kondensasi data, penyajian data, serta penarikan dan verifikasi kesimpulan. Keabsahan data diperkuat melalui triangulasi dan member checking. Hasil penelitian menunjukkan bahwa media relations dilaksanakan melalui distribusi press release, publikasi kegiatan tridarma, pengelolaan hubungan dengan media lokal dan nasional, serta pemanfaatan website dan media sosial. Praktik tersebut meningkatkan eksposur institusi, visibilitas website, dan peluang pembentukan backlink, tetapi belum sepenuhnya terintegrasi dengan pengelolaan Webometrics karena kendala koordinasi antarunit, konsistensi produksi konten, dan pengelolaan relasi media yang belum sistematis. Penelitian menghasilkan strategi media relations berbasis visibilitas digital melalui integrasi website sebagai pusat komunikasi, pengembangan konten bernilai berita, media mapping, penguatan relasi media berkelanjutan, serta optimalisasi publikasi eksternal. Strategi tersebut menempatkan media relations sebagai instrumen komunikasi strategis untuk memperkuat reputasi digital dan mendukung peningkatan performa Webometrics UNSOED secara berkelanjutan. Temuan ini menegaskan pentingnya integrasi lintas unit dalam komunikasi universitas. |
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| Abtrak (Bhs. Inggris) | The low visibility of university websites remains a significant challenge in improving Webometrics rankings and strengthening institutional digital reputation. In this context, Media relations play a strategic role in increasing information exposure, expanding publication reach, and enhancing university website visibility. This study aims to analyze the role of the Public Relations Office of Universitas Jenderal Soedirman in managing digital public communication, examine the Media relations practices and strategies employed to support institutional publications, and analyze Media relations strategies in Webometrics management to strengthen the university's digital reputation. This research employs Relationship Management Theory using a qualitative case study approach. Data were collected through in-depth interviews, observations, and documentation involving the Public Relations Office, website administrators, Webometrics administrators, and media partners. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, which consists of data condensation, data display, and conclusion drawing and verification. Data validity was ensured through source triangulation and member checking. The findings indicate that Media relations are implemented through press release distribution, publication of institutional activities, Media Relationship Management, and the utilization of the university website and social media as digital communication platforms. These practices contribute to increasing institutional exposure, website visibility, and backlink generation. However, their implementation is constrained by limited inter-unit coordination, inconsistent content production, and the lack of systematic integration between Media relations and Webometrics strategies. This study proposes a digital visibility-based Media relations strategy consisting of the integration of Media relations with the university website, newsworthy content development, strategic Media relationship enhancement, and optimization of external publications to strengthen digital reputation and improve Webometrics performance. |
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| Kata kunci | Media Relations, Webometrics, Visibilitas Digital, Reputasi Digital, Humas Perguruan Tinggi. |
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| Pembimbing 1 | Dr. Wisnu Widjanarko, S.Sos., M.Si. |
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| Pembimbing 2 | Dr. Edi Santoso, S.Sos., M.Si. |
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| Pembimbing 3 | |
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| Tahun | 2026 |
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| Jumlah Halaman | 137 |
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| Tgl. Entri | 2026-08-13 20:03:51.508195 |
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