Eksistensi Humas dalam menjalin Hubungan Eksternal Di Universitas Al-Azhar Medan

Abstract

This research is entitled “The Existence of Public Relations in Establishing External Relations at Al-Azhar University Medan”. This research discusses the existence of Public Relations at Al-Azhar University Medan in establishing external relations. The aim is to explore its communication strategies, challenges, and performance effectiveness. A qualitative method was used with interviews, observation, and documentation. The findings show that PR plays an active role in fostering partnerships and shaping the university’s image, despite challenges in human resources and technology. The study concludes that PR has a strategic role that must be strengthened through capacity building and institutional support.