Predictors of Organization-Public Relationship Attributes on University’s Image of a Malaysian Private University

Relationship studies have emerged tremendously as an important field of study in communication science, particularly the Public Relations. However, influence Organization-Public (OPR) attributes education industry remains understudied. The purpose this was to investigate relationship between OPR and image a Malaysian private university. A quantitative (survey) method employed using convenient sampling which 117 valid responses were collected. data then analyzed Pearson-Product Moment Correlation Multiple Regression analysis through Statistical Package for Social Sciences (SPSS) version 25.0. Based on findings, attributes, namely trust, control mutuality, satisfaction, openness yielded positive moderate relationships with university’s image, whereas commitment generates high image. In addition, multiple regression showed that satisfaction significant two predictors can help increase contributes Relations scholarship by incorporating Openness another attribute expand original model testing it empirically higher context. management will benefit from helps shape favorable perception institutions serves marketing branding tool attract potential students retain current ones.