Branding is often identified with the existence of a profit-oriented business institutions. But on the progress, there are lots of non profit institution such as government organization, NGOs and education institution such as colleges are in need of branding effort. To do branding, public relations as a work unit at university institutions also often support this efforts. This indicates that the university also has the awareness that branding and existence of public relations is not just a trend but based on the need for the importance of an identity that can show the existence of universities in the eyes of the community. The rapid growth of private universities also impacts the presence in the relationship of prospective students. To attract prospective students, private universities use the technique of intensive communication and to promote universities identity in order to be known by the community. Private universities institution brand identity must be put forward. The research is using the qualitative approach with data obtained from interviews, observation and literature studies. The research will see the perspectives of science communication which analyze some certain aspects which was conducted by public relations in supporting branding and include the public relations management. The summary which was obtained for higher education requires strengthening the reputation. Reputation must be formed through good performance. Public relations are in charge to develop the branding.
Keywords : Public Relation, Branding, Private Universities