<![CDATA[ABSTRACT Digital transformation has encouraged Open and Distance Higher Education (ODHE) institutions to develop innovation communication strategies capable of effectively engaging diverse stakeholders. However, a communication model that specifically reflects the characteristics of Indonesian ODHE institutions remains limited. This study aims to develop an innovation communication model that is adaptive to digital transformation, cross-unit collaboration, and the needs of distance learners. A qualitative approach with a case study design was employed at Universitas Terbuka, Indonesia's national open and distance higher education institution. Data were collected through in-depth interviews, document analysis, and institutional communication archives, and were analyzed using thematic analysis involving coding, categorization, and theme synthesis. The findings reveal that innovation communication in ODHE is a complex organizational process characterized by multilevel interactions, multichannel communication, collaboration, and continuous cyclical implementation. The study highlights the importance of cross-unit coordination, integrated digital communication channels, message adaptation for distance learners, implementation support, management of organizational and technological barriers, and the utilization of stakeholder feedback for continuous improvement. Based on these findings, the study proposes an innovation communication model consisting of seven key components: innovation actor mapping, cross-unit coordination, communication channel integration, message adaptation, implementation support, participation and feedback, and continuous evaluation. This model contributes to the advancement of innovation diffusion theory within the context of digital open and distance higher education while offering strategic recommendations for improving innovation implementation in open universities. ABSTRAK Transformasi digital telah mendorong Perguruan Tinggi Terbuka dan Jarak Jauh (PTJJ) untuk mengembangkan komunikasi inovasi yang mampu menjangkau berbagai pemangku kepentingan secara efektif, namun belum tersedia model komunikasi inovasi yang secara khusus menggambarkan karakteristik PTJJ di Indonesia. Penelitian ini bertujuan mengembangkan model komunikasi inovasi pada PTJJ yang adaptif terhadap dinamika digital, kolaborasi lintas unit, dan kebutuhan pembelajar jarak jauh. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus di Universitas Terbuka sebagai institusi PTJJ berskala nasional. Data dikumpulkan melalui wawancara mendalam, studi dokumentasi, serta penelusuran arsip dan kanal komunikasi resmi, kemudian dianalisis menggunakan analisis tematik melalui proses pengodean, kategorisasi, dan sintesis tema. Hasil penelitian menunjukkan bahwa komunikasi inovasi di PTJJ merupakan proses organisasi yang bersifat multilevel, multikanal, kolaboratif, dan berlangsung secara siklikal. Temuan utama menegaskan pentingnya koordinasi lintas unit, integrasi komunikasi digital, adaptasi pesan sesuai karakteristik pembelajar, pendampingan implementasi, pengelolaan hambatan organisasi dan teknologi, serta pemanfaatan umpan balik sebagai dasar penyempurnaan inovasi. Berdasarkan temuan tersebut, penelitian ini menghasilkan model komunikasi inovasi PTJJ yang terdiri atas tujuh komponen utama, yaitu pemetaan aktor inovasi, koordinasi lintas unit, integrasi kanal komunikasi, adaptasi pesan, pendampingan implementasi, partisipasi dan umpan balik, serta evaluasi berkelanjutan. Model ini memperkaya pengembangan teori difusi inovasi dalam konteks PTJJ digital sekaligus memberikan rekomendasi strategis bagi perguruan tinggi terbuka dalam meningkatkan efektivitas implementasi inovasi.]]>
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