Strategi Kehumasan dalam Membangun Citra IAIN Kudus sebagai Perguruan Tinggi Islam Terapan di Era Digital - Cindy Muawanah Khoirunnisak; Irzum Farihah; Ihya Nur Syamsiani (Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi, 2024)
Artikel ini bertujuan mendeskripsikan dan menganalisis strategi humas dalam membangun citra Institut Agama Islam Negeri (IAIN) Kudus sebagai kampus berbasis ilmu Islam terapan, serta mengidentifikasi hambatan dan tantangannya. Penelitian ini menggunakan pendekatan kualitatif dengan metode pengumpulan data berupa observasi, wawancara, dan dokumentasi. Analisis data dilakukan melalui reduksi, penyajian, dan verifikasi, sedangkan validitas data diuji dengan triangulasi. Hasil penelitian menunjukkan bahwa strategi humas IAIN Kudus meliputi: optimalisasi pengelolaan website; publikasi event kampus; kegiatan Corporate Social Responsibility (CSR) dengan keterlibatan langsung di masyarakat; kerjasama dengan media massa lokal; penguatan identitas korporat; publikasi di media sosial seperti Instagram, TikTok, YouTube, dan Facebook, serta surat kabar; komunikasi persuasif dengan calon mahasiswa baru; dan branding ke Madrasah Aliyah, Sekolah Menengah Atas, serta Sekolah Menengah Kejuruan. Hambatan meliputi keterbatasan personel humas (internal) dan rendahnya kesadaran mahasiswa dalam menyebarkan informasi kampus serta penyesuaian konten untuk generasi Z (eksternal). Penelitian ini berkontribusi dalam menyediakan panduan strategis bagi perguruan tinggi Islam untuk mengembangkan citra institusi secara efektif melalui penguatan komunikasi strategis dan kolaborasi, khususnya di era digital. This article aims to describe and analyze the public relations strategy in building the image of the State Islamic Institute (IAIN) Kudus as a campus based on applied Islamic science, as well as identifying obstacles and challenges. This research uses a qualitative approach with data collection methods in the form of observation, interviews, and documentation. Data analysis was conducted through reduction, presentation, and verification, while data validity was tested by triangulation. The results showed that IAIN Kudus's public relations strategies include: optimizing website management; publication of campus events; Corporate Social Responsibility (CSR) activities with direct involvement in the community; cooperation with local mass media; strengthening corporate identity; publication on social media such as Instagram, TikTok, YouTube, and Facebook, as well as newspapers; persuasive communication with prospective new students; and branding to Madrasah Aliyah, Senior High Schools, and Vocational High Schools. Obstacles include limited public relations personnel (internal) and low student awareness in disseminating campus information and adjusting content for generation Z (external). This research contributes to providing strategic guidance for Islamic universities to effectively develop institutional image through strengthening strategic communication and collaboration, especially in the digital era.