Public Relations Role In Enhancing University Image Through Instagram Content

Abstract

This study examines the role of Public Relations of Universitas Dehasen Bengkulu in enhancing a positive institutional image through Instagram content. The problem addressed is the need for higher education institutions to maintain public trust and visibility amid increasingly competitive digital communication. This research used a descriptive qualitative method with observation, interviews, documentation, and audience crosscheck. Informants consisted of the Head of Public Relations, the Instagram social media administrator, one student, and one community follower of the official Instagram account @dehasen. Data were analyzed using the Honeycomb Model, which includes identity, conversations, sharing, presence, relationships, reputation, and groups. The results show that Instagram functions as a strategic communication medium for publishing institutional identity, campus activities, achievements, accreditation, partnerships, and admission information. Audience responses indicate that the content supports a positive image by portraying the university as active, open, informative, and reputable.