Peran Strategis Wakil Kepala Sekolah Bidang Hubungan Masyarakat dalam Meningkatkan Reputasi SMK IT Rabbi Radhiyya di Era Digital

Anissa  Agustina; Ananda Merisa  Brilliant; Balqis Nyimas Zhafirah; Candra Putri Anggraini; Diah  Ayu Kusuma Dewi; Irwan  Fathurrochman

doi:10.36668/jal.v14i2.1621

Authors

Anissa Agustina Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0009-0004-5542-6700
Ananda Merisa Brilliant Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0009-0004-2129-5802
Balqis Nyimas Zhafirah Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0009-0009-0686-2537
Candra Putri Anggraini Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0009-0000-5577-2479
Diah Ayu Kusuma Dewi Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0009-0006-5643-7000
Irwan Fathurrochman Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0000-0002-8878-1387

DOI:

https://doi.org/10.36668/jal.v14i2.1621

Abstract

Perkembangan teknologi informasi di era digital menuntut lembaga pendidikan untuk mengelola komunikasi publik secara lebih strategis, responsif, dan profesional, terutama pada sekolah berbasis Islam Terpadu yang mengusung identitas religius sekaligus kompetensi kejuruan. Tantangan ini memperkuat urgensi peran Wakil Kepala Sekolah bidang Hubungan Masyarakat (Humas) sebagai aktor strategis dalam mengelola citra dan reputasi lembaga. Penelitian ini bertujuan menganalisis peran strategis Wakasek Humas SMK IT Rabbi Radhiyya dalam meningkatkan reputasi sekolah melalui pemanfaatan media digital, penguatan brand berbasis nilai, dan pengembangan kemitraan eksternal. Penelitian menggunakan pendekatan deskriptif kualitatif dengan wawancara mendalam terhadap Wakasek Humas sebagai informan kunci untuk menggali strategi, proses, dan implementasi komunikasi kelembagaan. Hasil penelitian menunjukkan bahwa Wakasek Humas memiliki kontribusi signifikan dalam membangun reputasi sekolah melalui tiga strategi inti: komunikasi digital aktif menggunakan media sosial sebagai kanal publikasi dan branding; penguatan identitas religius dan kejuruan melalui program boarding, pembinaan karakter, dan diferensiasi nilai; serta pengembangan jejaring kemitraan dengan Dunia Usaha dan Dunia Industri (DUDI) untuk meningkatkan kredibilitas, peluang magang, dan kesiapan kerja siswa. Penelitian ini menyimpulkan bahwa reputasi sekolah di era digital dibentuk melalui sinergi antara digitalisasi komunikasi, branding berbasis nilai, dan kolaborasi eksternal yang terstruktur. Temuan ini menegaskan bahwa peran Wakasek Humas tidak hanya bersifat komunikatif, tetapi juga strategis dan transformatif dalam menghadapi persaingan pendidikan masa kini.

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