Strategi Media Relations Perguruan Tinggi melalui Owned Media: Analisis Tema Publikasi, Reproduksi Berita, dan Agenda Komunikasi Universitas Islam Sultan Agung
DOI:
https://doi.org/10.63822/rdc3yn40Keywords:
media relations; owned media; university website; communication agenda; content analysisAbstract
The transformation of digital communication has reshaped organizational media relations practices, including within higher education institutions. Websites no longer serve merely as channels for disseminating information; they have evolved into "owned media" platforms that allow organizations to independently manage their communication agendas. This study aims to analyze the media relations strategy of Sultan Agung Islamic University (UNISSULA) via its official website by identifying publication themes, mapping the organizational communication agenda, and describing the relationship between website publication themes and mass media coverage. A mixed-methods approach was employed, utilizing a quantitative analysis design reinforced by qualitative interpretation. The unit of analysis comprised the entire population of news items published on UNISSULA’s official website during November 2025, as well as all news coverage regarding the university published by Jatengdaily.com during the same period. Data were analyzed through theme categorization, frequency tabulation, percentage analysis, and interpretation of organizational communication agenda trends. The results indicate that the university website functions as an owned media channel that actively generates organizational information. Publication themes were dominated by academic reputation, internationalization, the achievements of the academic community, and institutional leadership. The findings also reveal thematic alignment between website publications and mass media coverage, suggesting the website's potential role as an information source in media relations practices. This study offers empirical contributions regarding publication theme formats, news reproduction patterns, and organizational communication agendas within the context of higher education media relations in the digital communication era.
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