Islamic Values-Based Public Relations Management in Building Trust and School Image: A Case Study at MTs Ar-Rois Cendekia Semarang

Public relations (PR) management is vital in shaping organizational behavior, especially in educational settings. This study examines the PR management framework at Madrasah Aliyah Negeri (MAN) 3 Medan, focusing on how PR practices contribute to improving organizational behavior. A descriptive qualitative approach was used, involving data collection through observations, interviews, and documentation. The data were analyzed using the Miles and Huberman model, which includes data reduction, display, and conclusion drawing. Triangulation was applied to ensure the accuracy of the findings. The study found that PR management at MAN 3 Medan is built around key components: planning, implementation, communication systems, organizational supervision, special events organization, media use, and PR program evaluation. These components enhance organizational behavior by enabling effective feedback communication, securing community support, and aligning organizational goals with community expectations. The findings suggest that strong PR management significantly improves organizational behavior in educational institutions. This framework not only strengthens internal operations but also enhances the institution's relationship with the community. Feedback mechanisms and community support are essential indicators of successful PR management. In conclusion, the study shows that implementing a well-structured PR management framework at MAN 3 Medan positively impacts organizational behavior. This is reflected in better communication, stronger community engagement, and the achievement of organizational goals. The study highlights the crucial role of PR management in promoting organizational development in educational institutions.

This research is focused on investigating the public relations planning in building a private university branding during the COVID-19 pandemic. University branding is a strategic effort in strengthening the identity of the institution. In practice, branding can be done in various ways, such as by utilizing information technology. During the COVID-19 pandemic, the frequency of using internet-based media increased dramatically. The phenomenon that occurs in public relations during a pandemic is the changing pattern of media publications, from conventional media and internet-based media to internet-based media. The phenomenon changed the public relations management structure in building university branding and the lack of maximum branding achievements that have been set in the previous program before the pandemic. The concept of public relations management in universities establishes theoretical principles in formulating and implementing public relations management to build university branding. Referring to the management theory of George R. Terry who stated that the management is carried out based on the main points of the formulation of organizational goals (Riinawati, 2019). The implementation of university branding in the current pandemic situation and conditions must not be outside the corridor of management functions. This study aimed to find out how to plan university branding during the pandemic. Based on the results of the research on public relations planning in building the branding of private universities during the pandemic, the implementation process of public relations management planning has not been formulated in a standardized manner so that it cannot improve public relations performance during a pandemic in a timely manner. This has an impact on achievement that is not optimal. In order for the university's public relations performance to increase and the implementation of university public relations management to improve the brand, and provide the expected feedback, the university's public relations planner needs to reformulate the university's public relations management structure. The right formulation of the results of this research is a planning model that involves information technology as a domain of digitization in public relations management. The current technology involvement is expected to improve the university's branding performance during the pandemic. More specifically, public relations management planning in building private university branding during the pandemic needs to develop systematic and strategic steps that refer to the rules of planning function in public relations management to be able to improve the university branding process. The preparation of the branding plan in the form of an activity program does not include: creative content adapted to current conditions, human resource development planning and public relations support facilities such as training on the use of information technology for public relations staff. Procurement of computer equipment, property for making videos and making information technology studios.

This study aims to analyze the role of public relations management in improving the quality of education in Islamic schools based on the perspective of the Qur'an and Hadith. The quality of education is one of the main indicators in the development of Islamic educational institutions, which requires support from various parties, including the community. Public relations management serves as a strategic link between the school and the community to build trust, collaboration and sustainable support. The research method used is Systematic Literature Review (SLR) with a descriptive qualitative approach. Data were analyzed based on Islamic principles listed in the Qur'an and Hadith, as well as public relations practices in educational institutions. The results showed that effective PR management can strengthen the positive image of the school, increase community participation, and promote Islamic values widely. In addition, principles such as deliberation, transparency and shared responsibility are key in building harmonious relationships between schools and communities. In this study, we will discuss the role of public relations management based on Islamic values that has a significant contribution in creating superior education quality in Islamic schools. Thus, this research is expected to provide guidance for Islamic educational institutions to optimize public relations management in improving education quality and relevance.

This article reports on a study that examined the nature of public relations (PR) management in Ghanaian higher education institutions (HEIs), specifically public and private universities. The study aimed to determine the degree to which PR practitioners in Ghanaian HEIs practise excellent PR. The study adopted a qualitative approach in gathering data from 14 PR practitioners purposively sampled from public and private universities. The findings demonstrated that PR practice in Ghanaian HEIs is premised on the technician role with a minimal managerial role. PR practice is also based on one-way communication and PR practitioners do not have much influence on the decision-making process. The implication is that PR practice cannot be highly valued in HEIs unless it fulfils its dual role.

The rapid development of digital technology has significantly transformed educational management, particularly in school public relations (PR). This study aims to describe digital-based public relations management at SMP IT Al-Ghazali Palangka Raya, focusing on planning, organizing, and implementing digital communication programs. A descriptive qualitative approach was employed using interviews, observations, and documentation, with the principal and the head of public relations serving as key informants. The findings reveal that digital PR planning is conducted through annual coordination meetings with the foundation, monthly thematic planning, and collaborative weekly discussions. Organizationally, public relations management is structured through a clear division of roles among the principal, the PR coordinator, and a creative team responsible for digital content production. Implementation is carried out through various social media platforms, including Facebook, Instagram, YouTube, and TikTok, to strengthen two-way communication between the school and the community. The study concludes that digital public relations management at SMP IT Al-Ghazali Palangka Raya effectively builds a positive institutional image through adaptive and participatory communication grounded in Islamic values, such as wisdom (hikmah) and tabayyun, while highlighting the crucial role of principals’ digital literacy in sustaining technology-based innovation in Islamic education.

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.

The following contribution outlines an approach to public relations in terms of the theory of organizations, placing at the centre of its argument the idea of organizations considered as social systems (the “meso-perspective”). Reputation and image, as qualities of public relations, constitute the social capital of an organization. This social capital finds expression in the degree of social trust, which an organization enjoys within its environment. Public relations operations serve, accordingly, to secure and to increase this “capital in the form of trust,” which goes in its turn to support the creation of real capital for the organization. On the communicative level, they do this by creating functional transparency. If we are to give an accurate picture of these inter-related circumstances, we must conduct our investigations in this area in a manner, which differentiates between three aspects or levels of public relations, namely (1) public relations as a network composed of the relations between an organization and its social environment, (2) public relations management as an organizational management function, and (3) public relations operations as specific activities having as their goals certain functional effects. Proceeding in this manner, we see emerge an integrated theoretical approach displaying a quality of connectivity vis-à-vis a large part of the existing theoretical approaches to public relations.KeywordsSocial CapitalReference GroupPublic RelationSocial TrustCommunication ManagementThese keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

This research aims to determine Management Public Relations in the Implementation of Online Learning During the COVID-19 Pandemic at SD Islam Al Bayyinah Makassar. Public relations management in this case is seen from planning, organizing, implementing, controlling and evaluating of public relations. The approach used is a qualitative with descriptive type of research. Data analysis in this study used the Miles and Huberman model. Checking the validity of the data using triangulation techniques. The results showed that public relations planning was carried out to determine public relations goals and strategies in carrying out online public relations based on the needs of the school public. In this case, the organizing stage is also carried out, where it is decided that homeroom teachers, subject teachers with the assistance of school administration staff are in charge of carrying out previously planned public relations activities, which include presentations of school activities carried out at the beginning of the semester, creating whatsapp groups for each class, monthly online meetings and the COVID-19 vaccination program in collaboration with Puskesmas Pampang. The media used in the implementation of public relations are cellphones and laptops, using online applications including zoom, school web, youtube, facebook, instagram and whatsapp. Control in the implementation of public relations is carried out by the head of SD Islam Al Bayyinah Makassar who directly monitors public relations activities and communicates online to the coordinator and homeroom teacher. evaluation of public relations activities is carried out online with the foundation, principal, teachers, and parents/guardians of students by presenting detailed information about online learning conducted by the school in one semester.

This research investigates the efficacy of public relations (PR) in shaping an organisation's corporate image, focusing on Zambia Electricity Supply Corporation Limited (ZESCO), a critical public power utility company in Zambia. Despite ZESCO's pivotal role in generating, transmitting, distributing, and supplying electricity, it faces significant challenges in meeting demand, managing loads, and addressing stakeholder concerns, resulting in a PR crisis threatening its brand reputation. The study objective is to assess public perception of ZESCO and its impact on corporate image, evaluate how ZESCO employs PR to build its image, critically analyse the effectiveness of PR activities, and propose a sustainable PR model for enhancing corporate image. Adopting a positivist paradigm, the research viewed reality as objective and measurable through empirical methods, while the interpretivist paradigm was also incorporated to ensure a balanced view of findings. The positivist approach was supported using quantitative data and systematic analysis to evaluate PR effectiveness at ZESCO. The study targeted about 380 employees from ZESCO's headquarters in Lusaka, with 195 as the ultimate sample size, using Taro Yamane's formulae. Random and purposive sampling techniques were used. Data collection combined quantitative surveys and qualitative interviews, providing a comprehensive view of PR performance. Public perception of ZESCO's PR efforts was slightly above average, with 46.7% of respondents agreeing that PR was good, but 40% expressed disagreement, highlighting room for improvement. Respondents largely felt that ZESCO's PR activities were good (60%), although 13.3% rated them as poor, and 20% considered them very good. Despite the positive views, 80% agreed that the PR activities were professional, though improvements in resources, training, and technology were necessary to achieve an ideal standard.The study revealed that while 80% of respondents felt the PR activities were well-implemented, 13.3% believed the efforts were poor, indicating that stakeholder expectations were not fully met. Stakeholder engagement was rated "good" by 66.7% of respondents, suggesting that although efforts were in place, there was significant room for improvement in engaging stakeholders effectively. A large portion (93.3%) of respondents recognised that ZESCO's PR efforts faced challenges, including frequent power outages, misinformation, infrastructure issues, and communication barriers during crises such as load shedding. The study concluded that ZESCO's PR environment was not conducive to optimal performance, underscoring the need for improved PR structures and management support. There was strong support for improving ZESCO's PR, with 73.3% of respondents agreeing that PR efforts needed significant enhancement. This highlights the need for a more robust and adaptable PR model to address existing gaps. Furthermore, 93.3% of respondents acknowledged the potential to enhance ZESCO's image through strategic PR, indicating that such a model could significantly improve its corporate image. These results indicated that while PR was perceived as slightly above average, substantial room for improvement existed. The findings further indicated the ineffectiveness of PR activities. The study concluded that ZESCO's PR environment was not conducive to optimal performance, highlighting the need for improved PR structures and management support. Recommendations include enhancing PR support through increased resources and training, separating PR from Marketing and Corporate Affairs to reduce conflicts, and advocating for professional reforms. Policy implications stress the importance of investing in PR to address stakeholder concerns and improve overall service quality. By implementing these recommendations, ZESCO could significantly enhance its PR effectiveness, bolster its corporate image, and better manage operational challenges. This research underscores the critical role of a robust PR strategy in shaping corporate image and stakeholder relations, offering actionable insights for ZESCO to improve its PR practices and organisational outcomes.

Public relations (PR) is a strategic managerial function that plays an important role in building communication, image, and public trust in educational institutions. In the context of modern societal development and advances in information technology, educational institutions are required to manage public relations in a professional, well-planned, and sustainable manner. This study aims to comprehensively examine the concepts, stages, implementation, and evaluation of public relations program planning in educational institutions, particularly from the perspective of public relations management and Islamic educational values. This research employs a qualitative approach using a library research method. Data were obtained from various secondary sources, including academic books, journal articles, educational regulations, and official documents relevant to public relations management. Data analysis was conducted through content analysis by synthesizing experts’ perspectives in a descriptive-analytical manner. The findings indicate that effective public relations program planning must follow systematic stages, including situation analysis, goal setting, target identification, formulation of strategies and messages, planning of activities and media, budgeting, and the determination of performance indicators. The implementation of public relations programs requires internal coordination, two-way communication with the public, appropriate media management, and the application of ethics and professionalism. Evaluation of public relations programs serves as a basis for improvement and managerial decision-making. This study confirms that well-planned and ethical public relations programs are capable of strengthening institutional image, increasing public trust, and supporting the overall success of educational management, particularly in Islamic educational institutions.

Madrasah as an educational unit that provides the basics to follow education in the next level it is necessary to realize its excellent urgent owned madrasah.Salah an effort to madrasah with the implementation of Madrasah-based management, one of them public relations management. Public Relations is the development and maintenance of efficient cooperation to deliver a two-way information channel between the Madrasah and the community outside Madrasah. Public Relations management in conveying the advantages that exist in the madrasah aims specifically to answer the problems: (1) Management of public relations in improving the quality of madrasah, (2) Supporting factors and inhibitors faced in public relations management. (1) PR management in improving the quality of madrasah (2) Supporting factors of public relations management: a) Human resources (HR) teachers who have motivation and high performance and the average young age, b) Madrasahs in under the Foundation c) High achievement of madrasah, d) High public interest in bringing their children to Madrasah e) stakeholders supporting madrasah activities such as cooperation with Erlangga textbook publishers, LKS Sansekerta Jakarta, Bank Syariah Mualamat, Bank Syariah Mandiri, Dannis Surabaya home in procurement of Madrasah uniforms as well as Ummi Foundation Surabaya in Qiraati Al Qur'an, f) strategic madrasah location. The inhibiting factor in public relations management is the absence of sub-section or head of affairs (kaur) which specifically handles public relations so that public relations programs have not run optimally and the participation level of parents in the public relations program is not fully maximized.

Bullying remains a persistent issue in school environments, affecting student well-being and institutional credibility. In response to this challenge, public relations (PR) management plays a crucial role in fostering a safe, inclusive, and communicative school climate. This study aims to examine the role of PR management in bullying prevention at SMP PGRI 9 Sidoarjo by applying core management functions, namely planning, organizing, directing, and controlling. Using a qualitative descriptive approach, data were collected through interviews, observations, and documentation. The findings reveal that PR serves not only as an information disseminator but also as a program strategist and institutional bridge between internal stakeholders and the community. In the planning stage, PR identifies problems and designs bullying prevention initiatives to strengthen the school’s public image. In the organizing phase, PR coordinates structured teams such as the Violence Prevention and Handling Team (TPPK). Actuating ensures the implementation of activities, including parental engagement and student outreach. Meanwhile, the controlling phase monitors and evaluates program effectiveness. This study contributes to the discourse on educational communication and safety, emphasizing the strategic significance of professional PR management in shaping a trustworthy and responsive school identity.

The article entitled Management of Public Relations at Educational Institutions focuses on wetting as follows: 1) What is the nature of the management of public relations in education. 2) How public relations activities and targets are in education. 3) How public relations strategy in education. 4) How does the PR program work in education, and 5) How is the activity of public relations?. So require data to answer the above discussion by way of describing and analyzing from various directions on the management of public relations in educational institutions. So the purpose of this discussion will give concrete answers about: 1) the nature of community relations, 2) activities in public relations, 3) goals in public relations, 4) strategies used in public relations, 5) work programs in public relations, and 5 ) the acvities perpetrated by actors in public relations management. Some of the discussions are focused or focused on the scope of education or educational institutions

Public trust has emerged as a critical challenge for Private Islamic Universities (PTIS) in the digital era, particularly regarding the translation of Islamic ethical values from symbolic claims into concrete institutional practices. This study examines how the value of Amanah (trust) is internalized within Public Relations (PR) practices at PTIS in Jambi, positioning trust as both a religious-ethical principle and a professional standard that guides governance, communication, and digital engagement. Using a qualitative multi-site case study design, data were collected through in-depth interviews with institutional leaders, PR personnel, academic staff, administrative officers, and students, complemented by observation of institutional digital platforms. Data were analysed using the interactive model of Miles, Huberman, and Saldaña. The findings reveal that Amanah functions as an internal governing logic, shaping leadership integrity, policy transparency, participatory communication, and digital accountability. Trust is further strengthened through inclusive leadership, open communication channels, transparent academic and administrative policies, and responsible digital governance. However, the study also identifies persistent challenges, including inconsistent leadership modelling, weak oversight mechanisms, limited digital literacy, and concerns regarding academic data security. These results indicate that ethical values alone are insufficient to sustain digital trust without structural reinforcement and accountable digital systems. Ultimately, this study contributes to the field by conceptualizing Amanah as an operational PR principle that integrates Islamic ethics with contemporary digital trust governance in higher education.

Abstract: This study aims to determine how public relations management is at State Senior High School 2 Tambang. This type of research uses qualitative analysis. Data collection techniques are obtained through participant observation, in-depth individual interviews and documentation studies. Researchers conduct data analysis by reducing previously obtained data, then presenting the data and drawing conclusions. This study found that 1) Public relations communication is carried out by a team both online and offline for schools, 2) Public Relations of State Senior High School 2 Tambang has an ethical organizational culture in order to create a conducive learning atmosphere, 3) public opinion in public relations of State Senior High School 2 Tambang in the form of news is packaged attractively and easily understood, conducting two-way traffic communication, 4) basic public relations techniques by conveying messages or information in writing or verbally, 5) public relations publication media used by State Senior High School 2 Tambang using email, social media or directly to the school's public relations, 6) building a public image, 7) marketing educational services, 8) building partnerships with stakeholders, 9) electronic public relations E-PR, 10) school public relations programs Keywords : Management, Public Relations, School