<![CDATA[Technological developments have made social media a strategic platform for educational institutions to build their image and interact with the public. Universitas Indonesia Maju, as a relatively new private university, faces the challenge of intense competition in the field of higher education, making the role of Public Relations crucial in strengthening the influence and engagement of audiences through Instagram. This study aims to analyze the role of the Public Relations Division of Universitas Indonesia Maju in optimizing Instagram as a means of brand engagement in the digital era. A literature review method was used to collect and analyze information from various sources. The method used in this study is a qualitative method. The results show that the Public Relations Division of Universitas Indonesia Maju has utilized Instagram as a broad platform for conveying the latest information and as a place for interaction between the campus and its audience. The role of public relations in operationalizing Instagram as a campus brand engagement medium has been carried out well. The relationship between the public relations division and the marketing division requires the public relations division to be able to multitask in learning fast, open, and interactive communication. In conclusion, the role of the public relations division at Universitas Indonesia has improved the campus' brand engagement media through Instagram by increasing reach to stakeholders and audiences, increasing interaction, and supporting the credibility of the campus institution]]>
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