Peran Humas untuk Meningkatkan Keterlibatan Stakeholder di Perguruan Tinggi: A Bibliometric Analysis

Abstract

This bibliometric study aims to identify the main obstacles to the role of public relations in increasing stakeholder engagement as well as future research gaps using Scopus data with queries ("public relations" OR "PR" OR "communication") AND ("stakeholder" OR "engagement") AND ("higher education"). The VOSviewer method analyzes the co-occurrence of keywords, publication trends, geographic distribution, and affiliation from 2020-2025 publications.  Results show 7 thematic clusters with "higher education" as the center (75 items, 604 links), a peak trend of 2021 (9 documents) declining to 2025 (3 documents), US dominance (5 documents), and uniformity of authors/affiliates (1 document/entity). The seven main obstacles of public relations include socio-cultural problems, limited resources, crisis management, lack of appreciation of strategic functions, resistance to XR technology, untargeted communication, and weak media relations. Three gaps were identified: sustainable community engagement, social impact of PR, stakeholder governance with 8 potential hypotheses. Public relations must transform from an administrative function to a strategic partner of leadership through two-way digital communication and immersive technology for a participatory ecosystem. Future research suggests empirical validation of hypotheses through PLS-SEM and comparative studies of Southeast Asia-global.