NAVIGATING THE DIGITAL PARADOX: PUBLIC RELATIONS STRATEGIES IN A SEMI-MILITARY VOCATIONAL INSTITUTION

Abstract

In the digital era, higher education institutions are under pressure to adopt "Two-Way Symmetrical Communication" to build trust and reputation. However, this ideal often conflicts with the rigid, hierarchical structures of vocational institutions with semi-military cultures. This study explores how the Public Relations (PR) department of Politeknik Penerbangan (Poltekbang) Palembang negotiates these tensions. Using a descriptive qualitative approach with an exploratory case study design, data were collected through in-depth interviews with practitioners and students (n=4) and observational analysis. The study reveals a "managed interactivity" where digital platforms like Instagram and WhatsApp are used to create a semblance of open dialogue, while substantive policy decisions remain top-down. While the institution successfully builds a positive image through "performative transparency," true symmetrical communication is constrained by bureaucratic protocols and limited resources. These findings offer a critical nuance to the application of Excellence Theory in non-western, vocational contexts.

Keywords: Vocational Higher Education, Digital Public Relations, Two-Way Symmetrical Communication, Managed Interactivity, Institutional Reputation.