| dc.description.abstract | The objective of the research study was to develop the strategy in order to build the
university image. The sample was selected 120 person to in-depth interview from the stakeholders
of RMUTP including university management, academic personnel, administrative personnel,
registered students, alumni, guardian/parents, and campus neighbors and 300 survey participants to
evaluate media for public relations. The results showed as follows: there were three strategies to
build the university image: (1) the communication that focuses on developing hands-on graduates
and its flexibility, (2) the communication that shows the academic and professional collaboration with
both government units and private sector, and (3) the communication that indicates the harmonization
with the national strategic plan, national educational management strategy, and the strategy of
RMUTP. The media for public relations to build the university image were personal media,
advertising and public relations, and poster. | en_US |
