Implementasi Public Relations Kolaboratif dalam Pemasaran Sekolah Di Era Digital: Studi Kasus Smk Negeri 7 Rejang Lebong

M. Harisul Wahyi A. Fakar; Meytasa Hersatrio; Lisma  Tiarawati; Mega Setiawati; Irwan Fathurrochman

doi:10.36668/jal.v14i2.1546

Authors

M. Harisul Wahyi A. Fakar Institut Agama Islam Negeri Curup, Indonesia
Meytasa Hersatrio Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0009-0003-0568-5897
Lisma Tiarawati Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0009-0001-1422-0691
Mega Setiawati Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0009-0009-5063-0207
Irwan Fathurrochman Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0000-0002-8878-1387

DOI:

https://doi.org/10.36668/jal.v14i2.1546

Abstract

Penelitian ini bertujuan untuk mendeskripsikan implementasi Public Relations (PR) kolaboratif dalam kegiatan pemasaran sekolah di era digital, dengan fokus pada praktik yang dijalankan oleh SMK Negeri 7 Rejang Lebong. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, observasi tunggal, dan dokumentasi. Hasil penelitian menunjukkan bahwa implementasi PR kolaboratif di sekolah ini dilakukan melalui sinergi antara kepala sekolah, guru, humas, siswa, dan dunia industri (DUDI). Kolaborasi ini diwujudkan melalui pembentukan tim pemasaran, kegiatan penyuluhan langsung ke SMP sekitar, penguatan program unggulan Teaching Factory (TEVA), serta pemanfaatan media sosial sebagai sarana komunikasi publik. Strategi hybrid communication yang menggabungkan pendekatan langsung dan digital terbukti efektif dalam memperluas jangkauan promosi dan membangun citra positif sekolah. Implementasi PR kolaboratif ini memperkuat teori Two-Way Symmetrical Communication dan Digital PR Integration Model, di mana transparansi dan partisipasi publik menjadi faktor utama dalam membangun kepercayaan dan reputasi lembaga pendidikan di era digital.

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