University promotion is now a means of securing an important identity that is directly related to the survival of the university, and it is possible to see the characteristics developed in a direction that allows students to experience the characteristics and vision of the university beyond simply selecting students based on the university's awareness. . In particular, it is heading to an era where a groundbreaking public relations strategy is needed to rethink the fixed ranking of universities in Korea, where the characterization of universities is not as prominent as foreign countries. As a result, this study aimed to propose a customizing public relations strategy that reflects the needs of the college admissions and the publicity characteristics of the times as part of various publicity methods according to the continuous decline of freshmen in college. First, it is necessary to introduce a well-structured and detailed video loading method for university promotion. Second, it is necessary to distribute apps that are structured and can respond quickly in stages. Lastly, it is necessary to establish separate promotion strategies for each student level and school propensity. The core of the university's public relations customizing strategy can be seen as the delivery of accurate and fast information and always trying to detect changes in student needs.