Strategi Hubungan Masyarakat Dalam Meningkatkan Keunggulan Kompetitif SMPN 06 Rejang Lebong Melalui Keterlibatan Pemangku Kepentingan

Dinda Dwi Saputri; Cristin Letavia; Anisa Meilani Putri; Aliya; Irwan Fathurrochman

doi:10.36668/jal.v14i2.1648

Authors

Dinda Dwi Saputri Institut Agama Islam Negeri Curup, Indonesia
Cristin Letavia Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0009-0004-0283-2860
Anisa Meilani Putri Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0009-0008-3326-9192
Aliya Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0009-0008-8397-5618
Irwan Fathurrochman Institut Agama Islam Negeri Curup, Indonesia https://orcid.org/0000-0002-8878-1387

DOI:

https://doi.org/10.36668/jal.v14i2.1648

Abstract

Saat ini, peningkatan daya saing lembaga pendidikan menjadi tantangan serius, terutama bagi sekolah negeri dengan keterbatasan sumber daya di tengah persaingan ketat antar institusi. Strategi Public Relation (PR) menjadi instrumen penting tidak hanya dalam membangun citra positif, tetapi juga sebagai upaya menjalin kedekatan emosional dengan komunitas. Penelitian ini bertujuan menganalisis strategi PR yang diterapkan oleh SMP Negeri 06 Rejang Lebong sebagai solusi untuk memperkuat daya saing sekolah. Dengan pendekatan deskriptif kualitatif dan desain studi kasus, data dikumpulkan melalui observasi partisipatif dan wawancara mendalam. Hasil penelitian menunjukkan bahwa sekolah menerapkan tiga strategi utama: diferensiasi berbasis nilai, penguatan program keagamaan, serta komunikasi dua arah melalui media sosial dan kegiatan komunitas seperti Gebyar SMP 06 Rejang Lebong. Strategi ini terbukti efektif dalam membangun kepercayaan publik dan meningkatkan jumlah pendaftar. Artikel ini menegaskan pentingnya hubungan masyarakat berbasis nilai dan komunitas sebagai strategi utama dalam membangun daya saing lembaga pendidikan secara berkelanjutan.

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