The Padjadjaran University Archives Office as a higher education archiving institution, was formed to save important archives related to evidence of intellectual status and to develop the potential to give birth to innovations and other intellectual works. Archives created at Padjadjaran University are public assets that are evidence of performance accountability and material accountability for the achievements of the Tri Dharma of Higher Education. In the current digital era, the Padjadjaran University Archives Office is faced with a very open situation, where access to information related to static archives must be easily accessible by the public in an easy, cheap and appropriate way. All activities at the Padjadjaran University Archives Office cannot be separated from digital-based systems in meeting their communication needs. Digital media should now be used by public relations at the Padjadjaran University Archives Office to support and shape digital branding. This study aims to determine digital branding at the Padjadjaran University Archives Office, through analysis of activities, HR and use of social media. This research uses a qualitative method, a descriptive study type with qualitative data. Data collection techniques were carried out through interviews, observation and literature studies. The results of the study show that the Padjadjaran University Archives Office has carried out digital branding to build goodwill and also to strengthen its reputation through various activities such as collaboration, webinars, socialization and archival development both internally and externally. Digital media used to build branding is still limited to websites. Social media such as Facebook, Instagram, tweeter, line etc. have not been utilized by the Padjadjaran University Archives Office. The management of public relations activities is carried out by archivists who have not received public relations education and training.
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