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All Journal Komunikator Al-I´lam: Jurnal Komunikasi dan Penyiaran Islam Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Journal of Social Studies (JSS) COMMICAST Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Golden Ratio of Marketing and Applied Psychology of Business Golden Ratio of Mapping Idea and Literature Format Jurnal Ilmu Komunikasi Dan Media CHANNEL: Jurnal Komunikasi
Sumarlan, Iman
Department Of Communication Sciences, Faculty Of Literature, Culture And Communication, Universitas Ahmad Dahlan, Yogyakarta
Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Journal : Komunikator

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Public Relations to Foster Organization's Values and Identity: The Case of Muhammadiyah Sumarlan, Iman; T.I.Ukka, Ibrahim
Komunikator Vol. 16 No. 2 (2024)
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jkm.23747

Abstract

This study examines the strategic role of public relations in religious organizations, focusing on how Muhammadiyah employs communication to foster its organizational values and reinforce its identity. By adopting Pacanowsky’s cultural approach to organizational theory, the research delves into how symbols, narratives, and rituals inherent in Muhammadiyah’s culture are effectively integrated into its public relations strategy. A qualitative methodology was employed, including in-depth interviews and document analysis, to explore how these cultural elements are embedded in communication practices. The findings reveal that Muhammadiyah carefully aligns its public relations efforts with its organizational culture, enabling an authentic representation of its values to internal and external stakeholders. The study underscores the significance of maintaining consistency between an organization's identity, values, and communication strategies, particularly for religious institutions. It concludes that strategically incorporating cultural elements into communication not only preserves organizational integrity but also enhances the institution's relevance and influence in its broader societal context.
Co-Authors Abbrar, M Chairil Adiprabowo, Vani Dias Alvian, Rivaldy Dwi Anis, Elis Zuliati Ar Rafi, Khairi Damayanti, Silviana Fitrianto, Alfian Bagus Hendra Darmawan Jimmy, Muhammad Fathur Rachman Lukman Hakim Mohamad, Rafidei Rizki Firmansyah Sabri Sabri Syaukani, Ibnu Khalid T.I.Ukka, Ibrahim