STRATEGI PUBLIC RELATIONS DIGITAL DALAM MEMBANGUN BRAND IMAGE MADRASAH: STUDI KASUS DI MADRASAH IBTIDAIYAH
DOI:
https://doi.org/10.34125/jmp.v11i4.3176Keywords:
Strategi public relations, brand image, media sosial, pendidikan Islam, komunikasi digitalAbstract
This study examines digital public relations strategies for building the brand image of a madrasah through social media in the era of digital transformation. Many Islamic educational institutions face challenges in managing their reputation and maintaining competitiveness in the digital environment. This qualitative case study was conducted at MI PAS Baitul Qur'an. Data were collected through in-depth interviews, social media observations, and document analysis involving the principal, public relations team, parents, and community members. The data were analyzed using the interactive model developed by Miles, Huberman, and Saldaña. The findings reveal that the madrasah's brand image is constructed through the planned publication of flagship programs, including Qur'an memorization, Arabic and English language learning, leadership camps, and pesantren-based character education. Digital public relations strategies are implemented consistently through four stages of strategic management: environmental scanning, strategy formulation, implementation through a "one day, one content" approach, and monthly evaluation. The use of social media effectively enhances public trust and strengthens the institution's legitimacy. This study proposes the concept of Value-Based Digital Public Relations, which integrates Islamic values with structured digital communication. The concept contributes theoretically to the development of public relations management in Islamic education and offers practical implications for madrasah communication managers.
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