The Public Relations Workshop needs to have real impacts in creating branding, images, and reputation due to Muhammadiyah ‘Aisyiyah Higher Education Institutions (MHEIs)’s good name in broader communities. The activity to earn a campus reputation is particularly organized by the Public Relations (PR) team. One viral news from UMS for its establishment in South Korea becomes the result of PR teamwork. Those were statements from Dr. Fajar Junaidi, the representative of the Communication Science Association (APIK) when opening the Public Relations Workshop for its third batch. The workshop was attended by 35 participants from all MHEIs in Grand Rohan Hotel, Yogyakarta (27-30/10). From the first to third batch, the total of participants who followed the PR Workshop was 150.

The issue framing becomes an important highlight in the current context. A PR should create a narration that can develop MHEIs’ reputation. In response, Muhammad Sayuti, Ph.D. appraised the performance of APIK as the most active association under MHEIs, in particular, supporting the MHEIs in public relations affairs. “These attempts should be supported and Muhammadiyah Council of Higher Education highly appreciates the workshop organizers,” explained the Secretary of Muhammadiyah CHERD.

Sayuti also mentioned PR’s important roles that need to be supported by the top management in MHEIs. “For example, the UMY Rector supports the role of PR in every moment to maintain the existence of his campus,” he added. He continued that PR should change their perspectives and invite all campus leaders to support a positive reputation in MHEIs.

According to Sayuti, there was awareness of PR including MHEIs as a non-profit organization (NPO) that is different from other institutions. As NPO, MHEIs should develop trust from the stakeholders, especially students, and parents. The trust from communities should also be maintained by MHEIs. “Our campus has gained trust from broader communities so we should maintain that trust by providing them with information and publishing our campus’s activities,” he added. Because the entire element on campus should be the PR. “ PR is how we present ourselves,” he said. So he hoped the alumni of this workshop should be confident to share information. PR also needs to understand the fundamental line of Amar ma’ruf nahi munkar (enjoining right and forbidding wrong). “We should share kindness. PR is not only the writing technique but also to show identity,” he added. The goal of this is also to preach. Therefore, all activities and professional careers include good deeds. PR should have a distinct character and portray itself as a Muhammadiyah campus. “Make it right, do not validate the usual. As a display, PR should portray the development, performance, and cleanliness of each campus,” he said to open the PR workshop.