Co-Creation in Public Relations: The Strategic Role of Students as Agents in Building Brand Equity at SMKN 7 Rejang Lebong

M Ramadani; Nandini Titi Rahayu; Melsa  Oktapia; Irwan  Fathurrochman

doi:10.36668/jal.v14i2.1553

Authors

M Ramadani Institut Agama Islam Negeri Curup, Indonesia
Nandini Titi Rahayu Institut Agama Islam Negeri Curup, Indonesia
Melsa Oktapia Institut Agama Islam Negeri Curup, Indonesia
Irwan Fathurrochman Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0000-0002-8878-1387

DOI:

https://doi.org/10.36668/jal.v14i2.1553

Abstract

Digital transformation has driven the evolution of students' roles from passive objects to active agents in the public relations of educational institutions, which is in line with the concept of co-creation that emphasises student participation in building the brand equity of educational institutions. This study aims to analyse the mechanisms of public relations co-creation through the strategic role of students and its integration with industry partnerships in building brand equity at SMKN 7 Rejang Lebong. The method used is a qualitative case study with in-depth interviews, participatory observation, and document analysis at SMKN 7 Rejang Lebong. This study suggests that students play a role as storytellers, advocates, and authentic voices who contribute significantly to increasing brand awareness, as evidenced by student enrolment reaching 338 students in 2025 and perceived quality. This study emphasises the conceptualisation of students as strategic PR agents within a co-creation framework, where the student-led co-creation model offers a new approach to vocational education PR.

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