Strategi Public Relations dalam Membangun Citra Positif dan Kepercayaan Publik di SMP IT Rabbi Radhiyya
DOI:
https://doi.org/10.36668/jal.v14i2.1623Abstract
Penelitian ini bertujuan untuk menganalisis strategi public relations yang diterapkan oleh SMP IT Rabbi Radhiya dalam membangun citra positif dan meningkatkan kepercayaan publik guna menarik siswa baru. Dengan menggunakan pendekatan deskriptif kualitatif, data dikumpulkan melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi komunikasi dan promosi institusi dirancang dengan cermat, melibatkan berbagai elemen internal, termasuk guru, siswa, tim media kreatif, dan dukungan dari orang tua. Praktik public relations dilakukan melalui promosi langsung ke sekolah dasar dalam bentuk distribusi brosur dan presentasi oleh siswa berprestasi, serta melalui saluran digital seperti media sosial dan situs web resmi sekolah. Keunggulan kompetitif seperti program tahfidz, fasilitas asrama, dan prestasi akademik digunakan sebagai elemen kunci dalam citra institusi. Selain itu, partisipasi aktif guru melalui media sosial pribadi dan testimoni dari orang tua memperluas jangkauan komunikasi. Meskipun menghadapi hambatan seperti akses terbatas untuk promosi di sekolah mitra dan persaingan yang tinggi, strategi hubungan masyarakat yang diterapkan terbukti efektif, seperti terlihat dari jumlah pendaftar yang melebihi target. Studi ini menekankan pentingnya sinergi antara kualitas layanan, partisipasi pemangku kepentingan internal, dan penggunaan media digital dalam strategi hubungan masyarakat lembaga pendidikan.
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