SYMBOLIC INTERACTION: MARKETING PUBLIC RELATIONS IN PRIVATE UNIVERSITY
Tresna Wiwitan, Nurrahmawati and Neni Yulianita

Universitas Islam Bandung

Abstract

In the current reality, educational institutions conduct Marketing Public Relations (Marketing PR) activities, this includes universities. Based on the available data there are twenty four private universities in Bandung, therefore competition level in Bandung is quite high. Marketing PR is a synergy between marketing activities and public relation strategy. This concept does not only market or sell product/service but also create, nurture and maintain the institution^s positive image. Bandung Islamic University (Unisba) is one of the private universities implementing Marketing PR activities. When Public Relations compiles Marketing PR plan of an institution, it has to understand beforehand the meaning which is based on the mission and vision of the institution that the activities shall be conducted effectively
Based on the above explanation, the focus of this research is ^Symbolic Interaction: Marketing PR in Private University^. The objective of this research is to acknowledge and to analyze: 1) The meaning of Marketing PR to Public Relations and Promotional Team, 2) The experience of Public Relations and Promotional Team in conducting the Marketing PR activities. This research uses qualitative research, constructivist paradigm with phenomenology approach. The theory used is the symbolic interaction by Herbert Blumer. Sampling technique is conducted purposively. The interviewees are the chairperson of Unisba^s Public Relations division, Public Relations staff involved in the PR Marketing activities, Vice Rector and students as promotional ambassadors. The result of this research explains that- based on the experience, Public Relations and promotional team must have managerial, public speaking and public relations capabilities in educating High School students.

Keywords: Symbolic Interaction, Meaning, Experience

Topic: Media, Journalism, and Transformation