OPTIMIZATION OF PUBLIC RELATIONS MANAGEMENT IN INCREASING BRANDING AND ATTRACTIVENESS OF ISLAMIC EDUCATION INSTITUTIONS

Briliana Afidah

doi:10.52627/managere.v6i1.411

Authors

Briliana Afidah Sekolah Tinggi Agama Islam At-Taqwa

DOI:

https://doi.org/10.52627/managere.v6i1.411

Keywords:

Public Relations, Branding, Public Interest

Abstract

This study focuses on optimizing the role of public relations in building the branding of state Islamic high schools and its impact on public interest. The purpose of this study is to analyze strategies that can be applied by public relations to strengthen the branding of Islamic high schools and increase public interest. The research method used is a qualitative approach with a descriptive research type. Data collection techniques include directed interviews, observation, and documentation. Data analysis is carried out through interactive data analysis techniques that include data reduction, data presentation, and conclusions. The results of the study indicate that the optimal role of public relations, supported by the quality of human resources, effective promotion, good communication, and adequate facilities, can significantly increase the branding of Islamic high schools and attract public interest. The integration of technology in promotional strategies has also proven to be a key factor in the digital era. The implications of this study provide insight for other Islamic educational institutions to develop effective branding strategies to increase their appeal and reputation in the eyes of the public.

References

Al Hassani, A. A., & Wilkins, S. (2022). Student Retention in Higher Education: the Influences of Organizational Identification and Institution Reputation on Student Satisfaction and Behaviors. International Journal of Educational Management, 36(6), 1046-1064. https://doi.org/10.1108/IJEM-03-2022-0123

Aledo‐Ruiz, M. D., Martínez‐Caro, E., & Santos‐Jaén, J. M. (2022). The Influence of Corporate Social Responsibility on Students' Emotional Appeal in the HEIs: The Mediating Effect of Reputation and Corporate Image. Corporate Social Responsibility and Environmental Management, 29(3), 578-592. https://doi.org/10.1002/csr.2221

Aljumah, A., Nuseir, M., & Refae, G. (2023). Examining the Effect of Social Media Interaction, E-WOM, and Public Relations: Assessing the Mediating Role of Brand Awareness. International Journal of Data and Network Science, 7(1), 467-476. https://doi.org/10.5267/j.ijdns.2022.8.012

Anani-Bossman, A. A. (2021). Role of Public Relations in Corporate Reputation Management: A Study of PR Practitioners in Selected Multinational Organisations in Ghana. Corporate Reputation Review, 24(4), 222-233. https://doi.org/10.1057/s41299-020-00105-1

Budiarti, E., Setiawan, I., & Nugroho, A. (2023). The Impact of Strong Branding on Community Trust in Educational Institutions. Journal of Educational Research and Development, 28(2), 145-162.

Dehalwar, K., & Sharma, S. N. (2024). Exploring the Distinctions Between Quantitative and Qualitative Research Methods. Think India Journal, 27(1), 7-15.

Edward, E. P., Hashim, M. M. A., Tlemsani, I., & Matthews, R. (2022). Higher Education Strategy in Digital Transformation. Education and Information Technologies, 27(3), 3171-3195. https://doi.org/10.1007/s10639-021-10739-1

Faiz, H., Al-Amin, M. F., Mundiri, A., & Fahmi, A. (2023). Transforming Organizational Quality through Effective Administrative Training. Communautaire: Journal of Community Service, 2(2), 157-167. https://doi.org/10.61987/communautaire.v2i2.352

Guerrero, M., & Urbano, D. (2021). The Entrepreneurial University in the Digital Era: Looking into Teaching Challenges and New Higher Education Trends. In A Research Agenda for the Entrepreneurial University (pp. 143-167). https://doi.org/10.4337/9781788975049.00016

Igben, H. G. (2022). Public Relations Tools for Sustainable Mutual Understanding Between Higher Educational Institutions and Their Publics in Nigeria. British Journal of Marketing Studies, 10(4), 1-16. https://doi.org/10.37745/bjms.2013/vol10n4116

Islam, M. P., & Idris, S. A. M. (2022). Intercultural Communication: Strategy to Improve School Competitiveness Based on Public Demand. Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini, 6(4), 2886-2895. https://doi.org/10.31004/obsesi.v6i4.2123

Kristanto, J., Soleh, A. K., Al Idrus, S., & Raya, M. K. F. (2021). Promotion Mix Nahdlatul Ulama University of Surabaya to Increase New Student's Interest. Al-Tanzim: Jurnal Manajemen Pendidikan Islam, 5(2), 1-14. https://doi.org/10.33650/al-tanzim.v5i2.2187

Lee, Y., & Kim, J. N. (2021). On Evolving Nature of Relationship by Perspective mutuality: Reconceptualizing Relationship Typology Between Organization and its Publics. Journalism & Mass Communication Quarterly, 98(1), 148-178. https://doi.org/10.1177/1077699020949255

Maestro, E., Ilham, M., Gistituati, N., & Jufri, W. N. (2021). Public Image in the Management of Education Institutions. The International Journal of Social Sciences World (TIJOSSW, 3(1), 200-209.

Mansyuri, A., & Abidin, A. A. (2023). Contribution of Digital Branding for Improving Madrasah Tsanawiyah Quality Education's on the Pantura Area's of Lamongan. Journal of Islamic Education Research, 4(1), 1-16.

Maulidia, M., & Sanjani, M. A. F. (2023). Enhancing Educational Impact: Exploring Effective Media and Public Relations Techniques in Educational Institutions. Ar-Rosikhun: Jurnal Manajemen Pendidikan Islam, 2(3), 214-225. https://doi.org/10.18860/rosikhun.v2i3.21644

Mikheev, A., Serkina, Y., & Vasyaev, A. (2021). Retracted Article: Current Trends in the Digital Transformation of Higher Education Institutions in Russia. Education and Information Technologies, 26(4), 4537-4551. https://doi.org/10.1007/s10639-021-10467-6

Nasib, N., Azhmy, M. F., Nabella, S. D., Rusiadi, R., & Fadli, A. (2022). Survive Amidst the Competition of Private Universities by Maximizing Brand Image and Interest in Studying. Al-Ishlah: Jurnal Pendidikan, 14(3), 3317-3328. https://doi.org/10.35445/alishlah.v14i3.2037

Norman, E., Paramansyah, A., & Zaini, A. W. (2024). The Influence of Inspiring Leadership and Religiosity on Teacher Performance. Al-Tanzim: Jurnal Manajemen Pendidikan Islam, 8(2), 438-450.

Nuseir, M. T., & El Refae, G. A. (2022). Factors Influencing the Choice of Studying at UAE Universities: An Empirical Research on the Adoption of Educational Marketing Strategies. Journal of Marketing for Higher Education, 32(2), 215-237. https://doi.org/10.1080/08841241.2020.1852467

Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2023). The Impact of Social Media Marketing and Brand Credibility on Higher Education Institutes’ Brand Equity in Emerging Countries. Journal of Marketing Communications, 29(8), 770-795. https://doi.org/10.1080/13527266.2022.2086284

Rusdi, N., Suhermanto, S., & Ali, W. (2022). Internalisasi Nilai-Nilai Pendidikan Agama di Sekolah: Perspektif Manajemen Pendidikan Islam. Journal of Educational Management Research, 1(2), 82-94. https://doi.org/10.61987/jemr.v1i2.39

Sanjani, M. A. F. (2024). The Impact of School Principals on Graduate Quality Through Character Education Initiatives. Journal of Educational Management Research, 3(1), 30-46.

Sanjani, M. A. F., Islamiah, R., & Maulidiah, L. (2024). Building Strong Foundations, Educational Management's Contribution to Character Education and Graduate Quality Enhancement. Ar-Rosikhun: Jurnal Manajemen Pendidikan Islam, 3(3), 244-257. https://doi.org/10.18860/rosikhun.v3i3.26503

Sudirjo, F. (2023). Marketing Strategy in Improving Product Competitiveness in the Global Market. Journal of Contemporary Administration and Management (ADMAN), 1(2), 63-69. https://doi.org/10.61100/adman.v1i2.24

Suh, J., Hoang, T., & Hijal-Moghrabi, I. (2021). Nonprofit External Communications: General Management, Public Relations, or Fundraising Tool? Journal of Public and Nonprofit Affairs, 7(2), 220-239. https://doi.org/10.20899/jpna.7.2.220-239

Syarifah, I. N., & Laila, A. N. (2024). Public Relations Management in Improving the Image of Educational Institutions. International Journal of Advanced Studies in Educational Management (IJASEM), 1(1), 35-39.

Valentini, C. (2021). Trust Research in Public Relations: An Assessment of its Conceptual, Theoretical and Methodological Foundations. Corporate Communications: An International Journal, 26(1), 84-106. https://doi.org/10.1108/CCIJ-01-2020-0030

Waymer, D., & Taylor, L. (2022). Exploring HBCU Students' Interests in Pursuing Graduate Studies in Public Relations and Communication Programs. Journal of Public Relations Education, 8(1), 43-75.

Williams, H. (2021). The Meaning of "phenomenology": Qualitative and Philosophical Phenomenological Research Methods. The Qualitative Report, 26(2), 366-385. https://doi.org/10.46743/2160-3715/2021.4587

Williamson, B. (2021). Making Markets Through Digital Platforms: Pearson, Edu-Business, and the (e) Valuation of Higher Education. Critical Studies in Education, 62(1), 50-66. https://doi.org/10.1080/17508487.2020.1737556