Empowering human potential and fostering values: A vision for private higher education in Malaysia

The purpose of this study is to investigate the empowerment of human potential and how it fosters values in Private Higher Education in Malaysia. Due to the high demand for postsecondary education, the private higher education sector is experiencing fierce competition, making strategic communication more crucial. The study employs a quantitative approach with a sample size of 24 respondents, namely academic and non-academic staff from private higher education institutions in Malaysia, where a statistical analysis was performed using SMART-PLS. The study employed a random sampling method to gather samples from private higher education institutions in Malaysia. The results of the analysis indicated that talent does not influence strategic communication positively. The β value result of this variable is 0.767, the t value is 1.730, and the p-value of 0.084 did not meet the benchmark where the t value is less than 1.96 and the p-value is less than 0.05. The results of human values also do not influence strategic communication positively. The β value is 0.007, the t value is 0.021, and the p-value of 0.983 again did not meet the benchmark for the t value and the p-value. The findings of this study pave the way for future research on strategic communication in private higher education institutions and provide practitioners with actionable mechanisms to enhance this area of practice. This research concludes that strategic communication plays a crucial role in the private higher education sector and that talent and human values are crucial to achieving successful communication strategies.