INTERNAL PR STRATEGIES SUPPORTING INDONESIAN STUDENTS’ ACADEMIC COMMUNICATION CHALLENGES AT WOOSONG UNIVERSITY
DOI:
https://doi.org/10.69957/relasi.v6i03.3119Keywords:
Internal Public Relations, Stakeholder Communication, Student Support Services, International Students, Woosong University, Korean Language BarriersAbstract
Both communication difficulties and intercultural misunderstanding are common with international students who are adjusting to academic and administrative institutions in South Korean universities, especially when the university requires Korean language skills outside of class. This study examines the internal Public Relations (PR) strategies employed by Woosong University to support Indonesian international students facing Korean language-related academic communication challenges. Semi-structured interviews were carried out using a qualitative method which involved one Student Service Representative and four Indonesian international students. Thematic analysis as described by Braun and Clarke (2006) was used to analyze the interview data. Seven key themes were identified: communication channels; clarity of information; access to information; academic communication problems in Korean; support services for students; gap between the university's strategies and students' experiences; and recommendations for improving communication and student support. In general, the results showed that Woosong University has adopted certain communication and support strategies, which provide positive assistance to the Indonesian international students. Enhancing the consistency of communication, multi-lingual and coordination among university units can also reinforce the students' academic experiences and communication within the university.
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