Public Relations Management Concept of ATLU (Asking, Telling, Listening, and Understanding) in Public Communication Implementation at PTNBH, a Study in Universitas Padjadjaran

摘要

PTNBH (Perguruan Tinggi Berbadan Hukum or Higher Educational State Institution with Legalized Body) is a concept of managing higher education institution in state universities, which has autonomous status to regulate themselves. This autonomous right for higher education is written in Government Rule no.58 year 2013, article 1, verse 3, which states that state higher education developed by government has an autonomous status as legal subject to establish a prominent quality for higher education. The problems occur in three aspects of governance, resources, and financial Those three aspects will support the program implementation of PTNBH. As an independent institution, PTNBH is required not to rely on its students' tuition fee for financial income. In principle, PTNBH management is a collective responsibility, nevertheless, the role of universities as morale power in reformation of higher education is often not understood comprehensively. The success of PTNBH concept is reflected from the mutual understanding on value, substance, current concept change norm, benefit of electing PTNBH concept, uniformed definition of autonomous concept of PTNBH, on every individual in a particular university. The implementation of ATLU (Asking, Telling, Listening, and Understanding) is one of the key to obtain the result of PTNBH accomplishment. In this research, particularly explores the unique ATLU pattern for Universitas Padjadjaran. Research will apply qualitative method on descriptive study by the use of interviews, literature study, and observation. Informants for this research is determined by purposive sampling technique with triangulation as validity data check.