The Implementation of Public Relations Activities in Improving the Educational Institutions Reputation

Abstract

This research aims to understand the implementation of Public Relations activities built on the concepts of Publication, Event, News, Community Involvement, Identity, as well as Lobby and Negotiation in increasing the reputation of educational institutions through a case study approach at the State Vocational High School 28 (SMKN 28) Jakarta. This study uses a quantitative approach with the distribution of Likert scale questionnaires. This study population was SMKN 28 Jakarta students, with 90 (ninety) research samples. The research applied Structural Equation Modeling (SEM) using Partial Least Square (PLS) in the data analysis. The results indicated that overall public relations activities formed the school’s reputation through institutional publicity, internal and external events, community involvement with stakeholders, the forming of institutional character (Identity), and efforts of persuasion and diplomacy (Lobby and Negotiation) conducted by the institution to the public. In this study, News as a moderator is proven effective in increasing the influence of Identity on Reputation. This research model is also validated to explain the research variables powerfully. Thus, further research can use this research model to define public relations’ implementation in increasing similar educational institutions’ reputation.