The Implementation of Public Relations in Enhancing Competitiveness at Smk Negeri 1 Boyolangu, Tulungagung, Indonesia

Abstract

This research is motivated by the phenomenon of school public relations management to win the hearts of the community and prospective students as the best choice. This program aims to convey information about the school and build opinions about the school’s competitiveness. One of the ways to achieve this is through school public relations management at the forefront of the school in the field of information and relations with stakeholders in planning, implementation, and evaluation. The research question is: How does public relations implementation enhance competitiveness at SMKN 1 Boyolangu Tulungagung? This research is qualitative with a phenomenological approach using a multi-case design at SMKN 1 Boyolangu. Data collection techniques include observation, interviews, and documentation. Data analysis includes single-case and cross-case analyses using data reduction, presentation, and conclusions. The results of this research are as follows: the implementation includes a) publicity, b) educational cooperation, and c) partnerships. The research findings support the theory of public relations functions by Cutlip & Center, Harlow, Broom, and Keith Butterick, J.C, Seidel, as well as the opinion of Emerson Reck that public relations is a two-way communication activity between an institution and its public. In addition, Kotler’s opinion is that school public relations sometimes act as human relations only sometimes combines a marketing role, and at times tends to be marketing-oriented only.