STRATEGIES OF PUBLIC RELATIONS MANAGEMENT FOR BUILDING EDUCATIONAL IMAGE IN THE DIGITAL ERA: A CASE STUDY AT MTS NEGERI 6 KEDIRI

Abstract

This study aims to analyze public relations management strategies in building the image of education in the digital era, with a case study at MTs Negeri 6 Kediri. The main problems encountered include the low level of digital literacy among educators and limited resources in media management. The research employs a qualitative approach with a case study method. Data were collected through interviews, observations, and documentation involving the principal, vice principal for public relations, teachers, students, and parents. Data validity was ensured using source triangulation and member checking. The findings reveal that MTsN 6 Kediri implements digital-based public relations strategies through the optimization of social media (Instagram, Facebook, WhatsApp, YouTube), digital publications (website, e-newsletters), stakeholder engagement (parents, alumni, community), and crisis communication management. These strategies have contributed to enhancing the institution’s image, as reflected in an average annual increase of approximately 15% in student enrollment, higher digital interactions, and growing public trust in transparent information. The main challenges faced are limited human resources in the digital field and resistance from some teachers and parents. These are addressed through digital literacy training, technological support, and socialization of digital literacy. The study contributes theoretically by integrating the concepts of public relations management and digital branding within the context of Islamic education, while its practical contribution lies in providing recommendations for digital public relations strategies that can be adopted by other madrasahs.