Navigating the MBKM Landscape: UMI’s Adaptive Public Relations and Rhetoric Strategies for Reputation Enhancement (2020-2023)

ABSTRACT : This study explores the public relations and public communication strategies employed by Universitas Muslim Indonesia (UMI) in response to the challenges presented by the Merdeka BelajarKampus Merdeka (MBKM) program, an Indonesian higher education policy that promotes independent learning and campus autonomy. Using a descriptive qualitative approach with an exploratory case study, the researchers investigated UMI’s implementation of the MBKM program over the past two years. Data was collected through in-depth interviews, participatory observation, focus group discussions, and analysis of policy documents and publications related to MBKM activities. The findings demonstrate that UMI’s public relations and communication efforts involve the adaptive use of both internal and external communication channels to manage the university’s reputation and publicity. This includes a continuous system of education-based public information dissemination through the university’s website, social media, and online media. The public relations and communication strategies follow a structural and cultural approach aligned with university regulations and procedures, aiming to fulfill the institution’s function as a source of information and to support its academic reputation. The study provides insights into effective reputation management strategies employed by higher education institutions navigating the changing landscape of higher education policies, such as the MBKM program in Indonesia.

KEYWORDS :Navigating, Adaptive; Public Relations; Rhetoric, Publicity