Manajemen Humas dalam Membangun Citra Sekolah: Studi Multikasus di SD Muhammadiyyah Pringsewu dan SD IT Cahaya Madani Pringsewu

Yani Tri Astuti; Nirva Diana; Eti Hadiati; Syarif Maulidin

doi:10.58577/dimar.v6i1.246

Authors

Yani Tri Astuti UIN Raden Intan lampung, Indonesia
Nirva Diana UIN Raden Intan lampung, Indonesia
Eti Hadiati UIN Raden Intan lampung, Indonesia
Syarif Maulidin STIT Bustanul ‘Ulum Lampung Tengah, Indonesia

DOI:

https://doi.org/10.58577/dimar.v6i1.246

Keywords:

Public Relations Management, School Image, Evaluation, Control

Abstract

This study aims to examine the urgency of public relations (PR) management in building a positive image for schools, especially in the context of increasingly competitive education. The focus of this research is on two schools in Pringsewu Regency, namely SD Muhammadiyah Pringsewu and SD IT Cahaya Madani Pringsewu, which have distinct characteristics and approaches to PR management. In the digital era and the era of information transparency, the role of PR is crucial in strengthening relationships between schools, communities, and parents, as well as in building a positive image that can enhance the school's reputation in the public eye. The study involved 10 informants, consisting of school principals, vice principals in charge of public relations, teachers, and parents, selected through purposive sampling techniques. Data collection was carried out through in-depth interviews, observation, and documentation. The collected data were analyzed using a qualitative descriptive approach, including the stages of data collection, reduction, categorization, and narrative presentation. To ensure data validity, this study employed source and technique triangulation, rechecking, and verification by experts. The findings indicate that although the two schools differ in their planning and organization of PR activities, both successfully built a positive image through structured PR activities involving collaboration between internal and external stakeholders. SD Muhammadiyah Pringsewu emphasizes publication and close collaboration with the community, while SD IT Cahaya Madani Pringsewu focuses more on school promotion and character development of students. These two approaches demonstrate that effective PR management must be aligned with the vision, mission, and characteristics of each school. The implications of this study highlight that effective PR management can strengthen the relationship between schools and the community, enhance the school's reputation, and positively impact the quality of education delivered. Furthermore, this research contributes to the development of better PR strategies in the context of educational institutions.

References

Abdurakhman, Omon, and Radif Khotamir Rusli. “Teori Belajar Dan Pembelajaran.” Didaktika Tauhidi: Jurnal Pendidikan Guru Sekolah Dasar 2, no. 1 (2015).

Arfanaldy, S. R., Aziza, I. F., Kur’ani, N., Judijanto, L., Mutiaraningrum, I., Husain, H., ... & Ohorella, N. R. (2024). Menghadapi Tantangan Pengajaran: Solusi Inovatif untuk Permasalahan Klasik di Ruang Kelas. Yayasan Literasi Sains Indonesia.

Ahmad, Syafri, Yullys Helsa, and Yetti Ariani. Pendekatan Realistik Dan Teori Van Hiele. Deepublish, 2020.

Amalia, Kaniati, Istifadah Rasyad, and Awan Gunawan. “Pembelajaran Berdiferensiasi sebagai Inovasi pembelajaran.” Journal Of Education And Teaching Learning (JETL) 5, no. 2 (July 4, 2023): 185–193.

Andi, R. N. (2018). Manajemen hubungan masyarakat dalam menarik minat masyarakat di SMK Negeri 2 Ponorogo (Doctoral dissertation, Universitas Islam Negeri Maulana Malik Ibrahim).

Ariyanti, N., & Prasetyo, M. A. M. (2021). Evaluasi manajemen hubungan masyarakat dan sekolah (studi kasus di Madrasah Ibtidaiyah Miftahul Falah Purwodadi Pasuruan). Idarah: Jurnal Pendidikan Dan Kependidikan, 5(2), 103-126.

Ayu Yuana, Diana Rochintaniawati, and Irma Rahma Suwarma. “Analisis Kuantitatif Dan Kualitatif Penerapan Instruksi Berdiferensiasi: Tanggapan Guru Dan Penguasaan Konsep IPA Dalam Pembelajaran IPA.” Journal of Scientech Research and Development Volume 5, no. 1 (2023).

Bogdan, Robert, and Sari Knopp Biklen. Qualitative Research for Education: An Introduction to Theory and Methods. 3rd ed. Boston: Allyn and Bacon, 1998.

Dhuhani, E. M. (2017). Manajemen Humas Dalam Meningkatkan Mutu Madrasah Studi Kasus Di Madrasah Ibtidiyah Terpadu (Mit) As-Salam Ambon. Al-Iltizam: Jurnal Pendidikan Agama Islam, 2(2), 167-189.

Habib, M., Sihombing, U. M., Rahmadani, U., & Wirahayu, W. (2021). Pentingnya Manajemen Humas di Lembaga Pendidikan Islam. Edu Society: Jurnal Pendidikan, Ilmu Sosial Dan Pengabdian Kepada Masyarakat, 1(2), 269-275.

Hadi, A. (2018). Perkembangan dan Konsep Dasar Manajemen Humas dalam Dunia Pendidikan: Tinjauan Historis. At-Ta'lim: Jurnal Pendidikan, 4(2), 67-84.

Hanafiah, ,Uus Sopandi, and Ririn Siti Maemunah. “Implementasi Pembelajaran Berdifferensiasi di SMPN 4 Ciconpet Kabupaten Garut.” JIIP (Jurnal Ilmiah Ilmu Pendidikan) Volume 7, Nomor 3 (2024).

Hakim, M. N. (2019). Manajemen hubungan masyarakat dalam mengembangkan lembaga pendidikan (studi kasus di SMK Negeri 1 Dlanggu Mojokerto). Nidhomul Haq: Jurnal Manajemen Pendidikan Islam, 4(1), 121-139.

Harini, I. N. (2014). Manajemen hubungan masyarakat dalam upaya peningkatan pencitraan sekolah (studi kasus di SMP Al Hikmah Surabaya). Jurnal Inspirasi Manajemen Pendidikan, 4(4), 8-20.

Haryanto, R., & Rozza, S. (2012). Pengembangan Strategi Pemasaran Dan Manajemen Hubungan Masyarakat Dalam Meningkatkan Peminat Layanan Pendidika. Jakarta State Polytechnic.

Jannah, S. (2019). Manajemen Humas Pendidikan dalam Meningkatkan Citra Positif Sekolah. Jurnal Ilmu Pendidikan, 17(2), 113-124.

Juhji, B. N., Arifudin, O., Mustafa, M., Choiriyati, W., Hanika, I. M., Tanjung, R., & Adiarsi, G. R. (2020). Manajemen Humas Pada Lembaga Pendidikan (Vol. 2). Penerbit Widina.

Kurniawan, W., Maulidin, S., & Rohman, M. (2024). Implementasi Manajemen Pendidikan Berbasis Total Quality Manajemen. Cakrawala Jurnal Manajemen Pendidikan Islam Dan Studi Sosial, 8(1), 36–53. https://doi.org/https://doi.org/10.33507/cakrawala.v8i1.1924

Maulidin, S., Rohman, M., Nawawi, M. L., & Andrianto, D. (2024). Quality Management in Improving Competitiveness in the Digital Era at Madrasa. Journal of Advanced Islamic Educational Management, 4(1), 57-70.

Maulidin, S., & Supriadi, Eti Hadiati, N. (2024). PENGARUH KINERJA KEPALA MADRASAH DAN KINERJA GURU TERHADAP MUTU LULUSAN SISWA MADRASAH ALIYAH DI KABUPATEN LAMPUNG TENGAH. Raudhah Proud To Be Professionals: Jurnal Tarbiyah Islamiyah, 9(1), 84–99. https://doi.org/https://doi.org/10.48094/raudhah.v9i1.604

Maulidin, S., & Jamil, M. A. (2024). PENGARUH MENGHAFAL AL-QUR’AN TERHADAP PENINGKATAN ASPEK KOGNITIF (Studi Kasus SMA Bustanul Ulum Jayasakti Anak tuha Lampung Tengah). Al-Bustan: Jurnal Pendidikan Islam, 1(2), 128-140.

Maulidin, S. (2024). Pendidikan Kemandirian Di Pondok Pesantren:(Studi Mengenai Realitas Kemandirian Santri di Pondok Pesantren Darul Falah Bandar Lampung). Jurnal Kajian Pendidikan Islam, 126-138.

Nafisa, Meilina Durrotun, and Ruqqoyah Fitri. “Implementasi Kurikulum Merdeka Dalam Penerapan Pembelajaran Berdiferensiasi Di Lembaga PAUD.” Jurnal Studi Guru dan Pembelajaran 6, no. 2 (August 31, 2023): 179–188.

Ningsih, I. (2022). Strategi Manajemen Humas dalam Meningkatkan Citra Sekolah Di SMPN 1 Tellu Siattinge. Jurnal Mappesona, 5(1), 11-21.

Nguyen, Lan Thi, Issara Kanjug, Grichawat Lowatcharin, Theeradej Manakul, Kornwipa Poonpon, Weerachai Sarakorn, Anucha Somabut, Niwat Srisawasdi, Saksuriya Traiyarach, and Kulthida Tuamsuk. “How Teachers Manage Their Classroom in the Digital Learning Environment – Experiences from the University Smart Learning Project.” Heliyon 8, no. 10 (October 2022): e10817.

Purba, Mariati, Nina Purnamasari, Sylvia Soetantyo, Irma Rahma suwarna, and Elisabet Indah Susanti. Naskah Akademik Prinsip Pengembangan Pembelajaran Berdiferensiasi. Jakarta: Pusat Kurikulum dan Pembelajaran, Badan Standar, Kurikulum, dan Asesmen Pendidikan, Kementerian Pendidikan, Kebudayaan, Riset, dan Teknologi, Republik Indonesia, 2021.

Rahman, A., & Diah, P. (2021). Strategi Humas dalam Meningkatkan Kualitas Layanan Pendidikan di Sekolah. Jurnal Pemberdayaan Masyarakat, 9(2), 98-107.

Siregar, E. (2018). Manajemen Citra Sekolah dalam Perspektif Humas. Jurnal Komunikasi, 12(3), 175-189.

Supriani, Y. (2022). Implementasi Manajemen Humas Dalam Meningkatkan Mutu Madrasah. JIIP-Jurnal Ilmiah Ilmu Pendidikan, 5(2), 587-594.

SYARIF, M. (2024). PENGARUH KINERJA KEPALA MADRASAH DAN KINERJA GURU TERHADAP MUTU LULUSAN DI MADRASAH ALIYAH KABUPATEN LAMPUNG TENGAH (Doctoral dissertation, UIN RADEN INTAN LAMPUNG)..

Falah, Anta Khoirul Miftahul, and Moch. Rizal Fuadiy. “Strategi Kepala Madrasah Dalam Meningkatkan Kualitas Pendidikan: Studi Kasus Pada MI Muhammadiyah Dukuh, Watulimo, Trenggalek.” DIMAR: Jurnal Pendidikan Islam 5, no. 1 (December 25, 2023): 119–27. https://doi.org/10.58577/dimar.v5i1.172.

Irayanti, Irma, Anif Istianah, and Sapriya Sapriya. “Harmony in Citizenship Education in Building Peaceful Schools for Students’ Social Welfare.” Al-Adzka: Jurnal Ilmiah Pendidikan Guru Madrasah Ibtidaiyah 13, no. 2 (December 1, 2023): 89–98. https://doi.org/10.18592/aladzkapgmi.v13i2.10908.

Kurniawan, Wakib, Syarif Maulidin, and Miftahur Rohman. “Implementasi Manajemen Pendidikan Berbasis Total Quality Manajemen.” Cakrawala: Jurnal Kajian Studi Manajemen Pendidikan Islam dan studi sosial 8.1 (2024): 36-53. “No Title,” n.d.

Rozi, M Asep Fathur, Ahmad Patoni, and Imam Fuadi. “Student Planning in Improving the Quality of Education.” International Journal of Social Science and Education Research Studies 1, no. 1 (2021): 13–18.

Saini, Mukhamat, Ikke Aprilia Nurvaniati, Ahmad Sunoko, Moch Choirudin, and Fajri Zulia Ramdhani. “Strategies for Enhancing Student Discipline in Islamic Educational Settings.” IERA, Islamic Education and Research Academy 4, no. 2 (July 23, 2023). https://www.ejournal.staimnglawak.ac.id/index.php/iera/article/view/1545.

Sholeh, Makherus, Nur Kholis, and Nuril Mufidah. “Madrasah Principal Leadership in Digital Transformation at Madrasah Ibtidaiyah: A Case Study.” Dinamika Ilmu, June 24, 2022, 151–66. https://doi.org/10.21093/di.v22i1.4241.

Zulfa, Hariratuz, Agus Eko Sujianto, and Prim Masrokan Mutohar. “Educational Leadership as the Primary Force in Attracting Islamic Education Customers.” Journal of Educational Research and Practice 2, no. 3 (November 12, 2024): 58–71. https://doi.org/10.70376/jerp.v2i3.175.