Organizational Capacity Development of Public Relations (Humas) Campus in Realizing the Vision of Muhammadiyah University of Gorontalo

Abstract

This research aims to (1) ascertain and analyze the capacity of public relations resources in realizing the vision of Muhammadiyah University of Gorontalo (UMGO), and (2) assess the capacity of public relations management in achieving that vision. A qualitative descriptive method was employed, utilizing three data collection techniques: closed interviews, observation, and documentation. Informants were selected directly. Data analysis followed the Huberman and Miles model: data reduction, data display, and conclusion drawing. The findings reveal that the capacity of UMGO’s public relations organization (HUMAS), based on Horton et al.'s (2003) dimensions, remains suboptimal. Organizational resource limitations include a small workforce, lack of needs-based internal training, insufficient supporting tools, limited use of advanced technology, and inadequate special budget allocation. In terms of management, deficiencies include the absence of innovation in programs and processes, as well as the lack of a formal forum to address feedback from the academic community. Despite a strong commitment from strategic leadership, HUMAS requires structural enhancement, specifically an upgrade to a Technical Implementation Unit (UPT). Although external partnerships have been developed, internal coordination and cooperation remain weak. To improve HUMAS's effectiveness, several measures are recommended: implement needs-based training programs, strengthen technological and infrastructural support, allocate dedicated budgets, enhance institutional structure, and foster innovative and independent public relations initiatives. These steps are essential for aligning HUMAS's capacity with UMGO's strategic vision and ensuring effective communication and engagement with internal and external stakeholders