Having a positive image is an achievement for companies and organizations including a university. As a Public Relations (PR), building image both internally or externally is part of Public Relations' job. In building the image, Online media and social media are really needed. Online media and social media are the communication media that are used by PR in order to improve or regain the positive image of the university. The purpose of this research is to find out whether using online media and social media can build positive image of the university or not. This research is a descriptive qualitative research, by using interviews, observation, and documentation for getting the data. This research uses Satya Wacana Christian University-Salatiga (UKSW) as the case study. The results of this research indicate that the use of Online media and social media in universities significantly influences the positive image, that is UKSW as a university with various ethnics and achievements, so it affected and educated the community. From the information, the communities can assess whether the universities have high quality, strong tolerance and cultured or not. Through online media and social media, trust also emerges from the communities, and this will positively affect the positive image of the university.

Tujuan penelitian ini yaitu untuk mengetahui strategi Integrated Marketing Communication (IMC) yang digunakan oleh Biro Kerjasama dan Hubungan Internasional (BKHI) Universitas Kristen Satya Wacana (UKSW) dalam menginformasikan sekaligus mempromosikan program internasionalnya kepada mahasiswa UKSW. Penelitian ini berupa penelitian deskriptif kualitatif dengan menggunakan metode studi kasus. Data diperoleh dengan cara melakukan wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian ini menyatakan bahwa segmentasi psikografis dengan melihat motivasi, gaya hidup, dan karakteristik kepribadian terhadap target sasaran dilaksanakan terlebih dahulu sebelum menentukan strategi IMC. Penggunaan kata kata “internasional”, “cultural exchange”, “higher education” dan “beasiswa” digunakan dalam mempromosikan program internasional ini, khususnya dalam pembuatan iklan, sales promotion, humas dan publisitas, personal selling, direct marketing, serta acara dan pengalaman.

The competition among Higher Education is getting tougher. They need to do their best in order to although the Higher Education institution have planned and carried out CSR programs according to what the target audiences' need, it does not guarantee that it will have direct impact towards their intake because the influence of teacher is quite significant. It may have a bigger impact in long term as the target audiences know the quality and contribution of the Higher Education institutions. Keywords: CSR, higher education, intake ABSTRAKPersaingan antar perguruan tinggi semakin lama semakin ketat sehingga mereka perlu melakukan dan memberikan yang terbaik untuk mempertahankan eksistensinya dan juga untuk menarik mahasiswa. Salah satu cara untuk mencapai tujuan tersebut adalah melalui kegiatan Corporate Social Responsibility (CSR) atau yang lebih dikenal dengan University Social Responsibility (USR). Penelitian ini menyajikan implementasi model Cycle Relations, suatu model USR untuk meningkatkan intake mahasiswa di perguruan tinggi. Penelitian ini melibatkan tujuh perguruan tinggi dan sembilan belas sekolah menengah di Jawa Tengah. Dalam pengumpulan data, penelitian ini menerapkan metoda interview mendalam dengan partisipan. Hasil

<p class="Abstrak"><span lang="ES">As the population growth in Indonesia increases, the demand for food and beverage needs also increases. This causes the food and beverage sector in Indonesia to experience progress, one of which is in the wheat flour-based food industry sector, namely donuts. The purpose of this study was to determine an integrated marketing communication strategy to increase sales and brand awareness. The research method used is descriptive qualitative by conducting interviews with selected sources with purposive sampling technique, as well as field observations and documentation which will later be described in detail as the results of this study. The results of this study are that the marketing method through digital media is the method that has the most impact on increasing sales and brand awareness, but besides that, the traditional sales promotion mix is still very influential in increasing sales in companies engaged in the food and beverage sector.</span></p>

Corporate Social Responsibility (CSR) is one of the promotion techniques done by a Public Relations in higher education