Optimizing Company Profile As A Public Communication Tool In Educational Institutions: A Study On Bimbel Cec
Abstract
This study aims to analyze the public communication strategy implemented by Bimbel CEC, a non-formal educational institution, through the use of its company profile. The company profile functions not merely as an informational medium but as a strategic communication tool to build institutional image, convey vision and mission, and reach wider audiences, including prospective franchise partners. This research adopts a descriptive qualitative approach, with data collected through in-depth interviews with two key informants: The Chief Executive Officer and the Co-Founder. Data analysis was conducted using NVivo software with thematic coding to identify key themes. The findings reveal that Bimbel CEC employs a multi-channel communication strategy, utilizing digital, print, electronic, and face-to-face media in an integrated manner. Message formulation emphasizes structured content, audience-based customization, visual storytelling, and soft selling approaches. Strategic adjustments are made regularly in response to technological advancements, curriculum changes, and social media trends. This study concludes that the company profile is not only a promotional asset but also a dynamic communication medium that embodies the institution’s values and positioning aligned with Kotler’s concepts of integrated marketing communication and strategic branding.
Keywords
Full Text:
PDFReferences
Afriani, L., & Timan, A. (2024). The Role of Public Relations in Educational Development in Higher Education Institutions. IJESS International Journal of Education and Social Science, 5(2), 255–260. https://doi.org/10.56371/ijess.v5i2.332
Ardiansyah, R. P., & Sabeli Aliya. (2024). The Influence of Cross-Divisional Communication and Career. Sinergi International Journal of Management and Business, 4, 211–225.
Bhasin, H. (2020). What is Company Profile? Definition, Meaning, Importance. In https://www.marketing91.com/what-is-company-profile/#google_vignette.
Chikezie Paul-Mikki Ewim, Godwin Ozoemenam Achumie, Adams Gbolahan Adeleke, Ifeanyi Chukwunonso Okeke, & Chukwunweike Mokogwu. (2024). Developing a cross-functional team coordination framework: A model for optimizing business operations. International Journal of Frontline Research in Multidisciplinary Studies, 4(1), 015–034. https://doi.org/10.56355/ijfrms.2024.4.1.0030
Creswell, J. W., & Poth, C. (2018). Qualitative inquiry & research design (5th ed.). SAGE Publications Inc.
Jackson, K., & Bazeley, P. (2019). Qualitative Data Analysis with NVivo. In SAGE Publications. Sage. https://uk.sagepub.com/en-gb/eur/qualitative-data-analysis-with-nvivo/book261349
Khasawneh, M. A. S. (2024). The Impact of Public Relations on Strengthening Educational Institutions’ Reputations: King Khalid University As a Model. Journal of International Crisis and Risk Communication Research, 59(4). https://doi.org/10.35741/issn.0258-2724.59.4.3
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Lozano, E. S., Balonas, S., & Ruão, T. (2020). Public relations strategies in social media: analysis of campaigns for social change in the education sector in Spain and Portugal. Comunicacao e Sociedade, 175–196. https://doi.org/10.17231/comsoc.0(2020).2746
Michaelidou, E. (2023). How to Write a Company Profile in 10 Simple Steps + Samples. In https://www.careeraddict.com/write-company-profile.
Miles MB, Huberman M, S. J. (2014). Qualitative Data Analysis A Methods Sourcebook. Third Edition. SAGE Publications, Inc.
Pont, J. M. B. (2020). Company and Institutional Communication. UAB Universitat Autonoma de Barcelona.
Putri, T. Della, & Lestari, Y. (2023). Media Relations as Public Relations Consistency in Building Company and Organizational Reputations. Semantik: Journal of Social, Media, Communication, and Journalism, 1(1), 74. https://doi.org/10.31958/semantik.v1i1.9205
Sarjono, H., Ariska, P., Barat, J., Tinggi, S., Ekonomi, I., Indonesia, B., Sukabumi, S., & Jakarta, W. (2023). Sustainable Company Profile Development. SEEIJ (Social Economics and Ecology International Journal), 7(1), 39–49.
Sumendap, R. (2022). Peran Public Relations Antara Sekolah Dan Masyarakat Untuk Meningkatkan Mutu Pendidikan Di Sekolah Dasar (Studi Kasus Di Sekolah Dasar Kecamatan Tondano Selatan Kabupaten Minahasa). Aksara: Jurnal Ilmu Pendidikan Nonformal, 8(1), 655. https://doi.org/10.37905/aksara.8.1.655-662.2022
Suyitno, S. (2021). Strategi Hubungan Masyarakat (Public Relation) dalam Peningkatan Pemasaran Lembaga Pendidikan. Jurnal Basicedu, 5(5), 4138–4145. https://doi.org/10.31004/basicedu.v5i5.1480
Veranus Sidharta, Anisti, Syatir, M Ismail Alif, R. M. T. (2024). Sensemaking in Digital Marketing Communications for Wedding Dowry Products. INTERACTION: Jurnal Pendidikan Bahasa, 11(2), 845–855. https://doi.org/https://doi.org/https://doi.org/10.36232/interactionjournal.v11i2.835
Veranus Sidharta, Djuara P. Lubis, Sarwititi Sarwoprasodjo, K. B. S. (2024). Sensemaking of Stakeholder Identity Construction in Determining Potential Social Assistance Recipients. Nyimak Journal of Communication. https://doi.org/http://dx.doi.org/10.31000/nyimak.v8i1.10608.
Widodo, R. (2024). Strategic Public Relations Communication in Higher Education: The Case of Raden Fatah State Islamic University Palembang. CHANNEL: Jurnal Komunikasi, 12(1), 76–83. https://doi.org/10.12928/channel.v12i1.648
DOI: http://dx.doi.org/10.18415/ijmmu.v13i3.7357
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 International Journal of Multicultural and Multireligious Understanding
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
https://ijmmu.com
editor@ijmmu.com
facebook.com/ijmmu
Copyright © 2014-2018 IJMMU. All rights reserved.