<p class="3Paragraf"><em>This study aims to determine the implementation of public relations management in increasing community participation at MI Assalam Ancu. This study uses a qualitative research type with a participatory, thematic and integrative research approach. The data sources for this study are the principal of the madrasah, the madrasah committee, public relations employees/staff, parents of students and local community leaders. Furthermore, the data collection methods used are observation, interviews, documentation, and reference searches. Then, data processing and analysis techniques are carried out through three stages, namely: data reduction, data presentation, and drawing conclusions. The results of this study indicate that the implementation of public relations management at Madrasah Ibtidaiyah Assalam, Kajuara District, Bone Regency has been carried out well, with the application of management functions, namely: planning, organizing, directing, monitoring, and evaluating in every public relations activity. Community participation at Madrasah Ibtidaiyah Assalam, Kajuara District, Bone Regency can be said to be good, because the community appreciates the activities held at the madrasah. In addition, the community knows and understands its duties and responsibilities in the implementation of education and the community also conveys its criticism and suggestions, so that the madrasah can improve these shortcomings.</em></p>

Corporate communicators and public relations (PR) practitioners strongly believe that social media have changed the way communication is practiced in cultural organizations. Previous research found cultural organizations remain trialing with social media, narrowing their uses for promotional and informational purposes. This study aims to add Kuwait to de-Westernize the literature in PR and communication management. Using Instagram and the Kuwaiti National Council for Culture, Arts, and Literature (NCCAL), this mixed method study aims to understand how this cultural institution utilizes this social media platform, how it visually frames its communication, and whether its utilization of Instagram reflects a strategic approach in communication management. The findings show that most posts are about past events that provide media coverage in the form of photographs, followed by posts about future activities in the form of graphic images and with the aim of information dissemination. The findings also show that the NCCAL mainly employed the cultural authority frame, the promotion frame, and the human-interest frame. Further statistical analyses showed significant relationships where the cultural authority frame was statistically salient with posts of past events in photographic form and the promotion frame was statistically salient with posts of upcoming events in graphic design form. The findings suggest a relatively non-strategic approach of the NCCAL’s management of Instagram, requiring an organizational need for the NCCAL to diversify its communication strategies, hence, frames and content. The findings also provide theoretical and practical implications for PR practitioners in relations to social media management in cultural organizations.

ABSTRACT This research utilizes computational and network analysis methods to examine strategic management scholarship in public relations from 2012 to 2022, revealing how research within this paradigm has evolved with an increased focus over the past decade on non-traditional organizational contexts as well as internal communication and organizational listening. Although criticism of the strategic management paradigm has sought to expose its limitations, this research found a robust, inclusive, and expanding body of knowledge regarding strategic public relations management and a greater understanding of the evolving middle-range theories that constitute its perspective. This research reinforces the centrality and importance of the strategic management paradigm to broader public relations scholarship, and presents an expanded conception of its influence across traditionally disparate epistemologies of public relations research.

Public Relations (PR) is a strategic element in the management of educational institutions because it plays a role in building the image of the institution, managing public communication, and strengthening public trust and participation. However, in the digital age and the 4.0 industrial revolution, the implementation of PR functions in educational institutions faces various challenges, especially related to the use of digital media and human resource competencies. This study aims to analyse the role, functions, and challenges of public relations in educational institutions in the digital era. The method used is a literature review by examining various scientific sources, in the form of journal articles and books relevant to educational public relations management. The results of the study show that professional public relations management, supported by human resource competencies, strategic use of social media, continuous performance evaluation, and the application of good ethics and crisis management, contribute positively to improving the quality and reputation of educational institutions. The conclusion of this study emphasises that public relations has a strategic position in supporting the sustainability, competitiveness, and public trust in educational institutions amid ongoing social and technological changes.

This study aims to examine the influence of social media influencers and institutional trust on Generation Z students’ decisions in choosing educational institutions through the Instagram platform. The research employs a quantitative approach with an explanatory research design. The sample consists of 96 Generation Z respondents selected using the Cochran formula. Data were collected through a structured questionnaire using a Likert scale and analyzed using multiple linear regression techniques. The results indicate that social media influencers have a significant effect on students’ decision-making in selecting educational institutions, as evidenced by a t-value of 5.560 (p < 0.05). Institutional trust also shows a significant influence on students’ decisions, with a t-value of 4.425 (p < 0.05). Simultaneously, the F-test yields an F-value of 177.332 (p < 0.05), demonstrating that social media influencers and institutional trust collectively exert a significant impact on students’ enrollment decisions. Furthermore, the coefficient of determination (R²) of 0.617 indicates that 61.7% of the variance in students’ decision-making can be explained by the two independent variables, while the remaining 38.3% is influenced by other factors outside the research model.The findings imply that effective management of social media influencers and the strengthening of institutional trust play a crucial role in educational marketing and public relations management. Educational institutions are encouraged to optimize influencer-based digital promotion strategies while simultaneously enhancing credibility, transparency, and institutional reputation to attract Generation Z students in the digital era

In an era of an accelerating social pace, a host of issues pertaining to public relations management and interest distribution have contributed to a growing frequency of sudden public incidents concerning people's livelihoods. Against this backdrop, this study focuses on the impact of opinion leaders on ordinary participants within Weibo user groups. This paper conducts the collection and analysis of cases by means of a comprehensive case study approach. It analyzes the impact of opinion leaders on the views of Weibo users by examining the differences in their expressed opinions and perspectives before and after the release of statements by opinion leaders. This study finds that online opinion leaders exert three types of influences on users:opinion reversal, referring to users who initially hold divergent views but eventually converge with those of the leaders;complete conviction, meaning users fully endorse the perspectives of the leaders; andoutright opposition, denoting users who hold views contrary to those of the leaders. In addition, there exist unaffected users who, despite their relevance to the core incident, remain immune to such influences.

Public relations management is a strategic approach employed by the Ministry of Tourism and Creative Economy (Kemenparekraf) in providing public information related to tourism. This study aims to analyze the public relations management process of Kemenparekraf in disseminating tourism-related public information by using a descriptive qualitative approach and the public relations management theory proposed by Cutlip, Center, and Broom. Research data were obtained through in-depth interviews, literature review, and observation. The results indicate that Kemenparekraf implements the four stages of public relations management comprehensively: defining public relations problems, planning and programming, taking action and communicating, and evaluating the program. Kemenparekraf utilizes various digital and conventional platforms to disseminate tourism information, with an emphasis on transparency, accuracy, and information accessibility. The implementation of the Public Information Disclosure Act is also a major focus, including the provision of information that must be periodically disclosed, immediately announced, and available at all times. Effective public relations management enables Kemenparekraf to address challenges in the dissemination of complex and dynamic tourism information and to ensure equitable access to tourism information for various stakeholders, thereby supporting sustainable tourism development in Indonesia.

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.

Background and Aims: School public relations aim to help the public understand the school's operations and roles, fostering positive feelings and smooth relationships between the school and the community. This is especially important for schools under the Bureau of Special Education Administration, which focus on providing basic education for children with disabilities and underprivileged individuals. The goal is to improve their quality of life, enabling them to be self-reliant and live happily within society. The objectives of this research are to study and compare the levels of opinions of stakeholders regarding the public relations management of schools under the Office of Special Education Administration, Nakhon Si Thammarat Province, classified by educational background, position, and age, and to explore guidelines for the public relations management of schools under the Office of Special Education Administration, Nakhon Si Thammarat Province. Methodology: The population in this research consisted of 614 stakeholders from schools under the Bureau of Special Education Administration in Nakhon Si Thammarat Province. The sample group included 237 individuals, determined using Krejcie and Morgan’s sampling table and selected through stratified random sampling. The research instruments included a 5-point Likert scale questionnaire and a semi-structured interview. The Index of Item-Objective Congruence (IOC) ranged between 0.80 and 1.00, and the reliability coefficient was 0.83. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, t-test, and F-test. Results: The research findings revealed that: 1. The overall level of public relations management in schools under the Office of Special Education Administration, Nakhon Si Thammarat Province, was rated as high. 2. The comparison of public relations management classified by educational level showed no significant differences overall; however, differences were found in the areas of communication and operations, and evaluation. When classified by position, there were statistically significant differences at the .05 level overall, except in the areas of research and listening, and evaluation. When classified by age, no significant differences were found either overall or in specific aspects. 3. Guidelines for improving public relations management in schools under the Office of Special Education Administration, Nakhon Si Thammarat Province, indicated that the development of school public relations should be a continuous process that relies on cooperation from all stakeholders. Implementation of the proposed guidelines would enable schools to communicate information accurately, timely manner, and effectively, leading to a positive image of the school and strong participation from the surrounding community and society. Conclusion: The public relations management of the Office of Special Education Administration focuses on disseminating accurate and comprehensive information regarding policies, activities, and approaches to special education. It aims to promote understanding and cooperation among schools, parents, communities, and relevant agencies by utilizing a variety of media and communication channels to build a positive image and support the educational rights of students with special needs.

The education sector today faces increasingly complex and dynamic challenges driven by rapid global changes, digital technological advancements, and rising public expectations for high-quality education. Intense competition among educational institutions requires innovative and adaptive management strategies to build a positive image, strengthen public trust, and attract prospective students. In this context, public relations (PR) management and educational marketing play essential and mutually supportive roles in maintaining institutional reputation and sustainability. PR functions as a strategic connector between institutions and stakeholders through two-way communication, information transparency, media management, and crisis communication, all of which contribute to building a positive public image. Meanwhile, educational marketing focuses on identifying needs, creating value, and promoting institutional strengths such as academic achievements, facilities, and alumni success through both conventional and digital platforms. The integration of PR and marketing enables consistent, ethical, and data-driven communication strategies that translate public trust into increased student enrollment and competitive advantage. The effectiveness of these strategies is strongly influenced by external factors such as technological development and globalization, as well as internal factors including the competence of human resources. Therefore, the synergy between PR and educational marketing becomes a key strategy in improving institutional quality, reputation, competitiveness, and long-term sustainability in the rapidly evolving global education landscape.

This study aims to analyse digital public relations management practices in strengthening the image of private schools in Cilacap Regency. The research uses a qualitative approach with a multi-site case study design in three schools, namely Raden Fatah Cimanggu Senior High School, Darussalam Karangpucung Vocational School, and Jenderal Ahmad Yani Karangpucung Senior High School. Data collection was conducted through in-depth interviews with 12 key informants, participatory observation for two months of digital public relations activities, and content analysis of 150 social media posts. The results showed that the implementation of a multi-platform digital public relations strategy was able to increase the effectiveness of school communication, as indicated by an average engagement rate of 30%, a reach of 6,167 users per week, a positive sentiment of 79%, and a reduction in crisis response time from 36–48 hours to 7–12 hours through the use of the school's official Instagram account. These findings confirm the effectiveness of digital public relations strategies that are in line with the theory of symmetrical two-way communication, and emphasise the importance of strengthening staff digital literacy and developing content based on local values in school public relations management.

The article focuses on intelligent operational relationships in an innovative manufacturing environment, primarily through the integration of PR strategy. A key focus is on enhancing SMEs' image. Using advanced technologies such as AIoT and data analytics, the article analyzes how optimizing production processes and predicting related demand, along with effective public relations management, can ensure the successful expansion and promotion of these innovations, thereby strengthening corporate trust and brand management. The article also mentions how integrating intelligent operations with public relations can improve operational efficiency and brand awareness, ultimately boosting sales. Furthermore, the article highlights the crucial role of AI tools in media sentiment analysis and related management functions. It explains how data-driven decision support systems can help companies improve crisis management, optimize tools, and enhance brand image.

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.

PUBLIC RELATIONS MANAGEMENT STRATEGY IN UTILIZING DIGITAL TECHNOLOGY AT THE OFFICE OF THE MINISTRY OF RELIGION OF LAMONGAN REGENCYThe importance of the role of public relations in building a positive image of the institution through the use of digital technology, especially at the Office of the Ministry of Religious Affairs of Lamongan Regency. This study aims to examine public relations management strategies in facing challenges and optimizing communication with the public in the digital era at the Office of the Ministry of Religious Affairs of Lamongan Regency. The method used is qualitative with interview, observation, and documentation techniques. The results of the study indicate that the integration of digital technology in public relations activities can increase the efficiency of information dissemination, through the use of digital media such as Instagram, Facebook, TikTok, YouTube, and the official website. As well as strengthening the relationship between the institution and the public. However, at the Office of the Ministry of Religious Affairs of Lamongan Regency there are still obstacles in the form of cybersecurity and limited access in remote areas. From this study, it is necessary to strengthen the capacity of public relations human resources in the field of technology and the development of digital security policies to support the optimal achievement of institutional goals in the digital era.

This study analyses the role of public relations management in improving school quality at Madrasah Aliyah Ar Risalah Padang. This Islamic educational institution continues to adapt to the development of digital communication in the era of society 5.0. Using a qualitative design with sociological and anthropological approaches, this research applies digital content analysis to the institution’s official website and Instagram publications from 2019 to 2024, combined with relevant literature. The theoretical framework integrates three perspectives, namely Digital Public Relations by Kent and Taylor, Total Quality Management, and Image Restoration Theory by Benoit. Through these perspectives, the study explores how public relations contributes to institutional communication, quality assurance, and the strengthening of reputation. The findings show that the public relations division plays a central role in fostering transparent communication, sustaining continuous interaction with stakeholders, enhancing teacher professionalism, and disseminating student achievements that support institutional branding. Public relations practices at Ar Risalah also enhance the institution’s ability to respond to issues by fostering openness and implementing corrective measures that maintain public trust. This study concludes that integrated public relations management functions as a strategic instrument for enhancing school quality while positioning Ar Risalah as a competitive model for digitally oriented Islamic education.

This study aims to analyze the implementation of public relations management in building school-community relations at SDN 1 Mangli. The research highlights the importance of community involvement as a strategic partner in improving the quality of basic education. The theoretical framework is based on the Excellence Theory, community participation theory, and two-way symmetrical communication relevant to the school’s public relations role. The study employs a qualitative approach with a case study design, involving the principal, teachers, school committee, and parents through interviews, observations, and documentation. Data were analyzed using the Miles & Huberman interactive model.The findings indicate that SDN 1 Mangli has implemented public relations management strategically—not only administratively—but also as a means to foster communication, enhance community participation, and strengthen the school’s positive image. However, challenges remain, including the dominance of one-way communication, limited use of digital media, and the absence of measurable evaluation indicators. This research reveals that elementary schools can adopt modern public relations principles. The study implies the need to strengthen two-way symmetrical communication, optimize digital media utilization, and develop measurable evaluation indicators for school public relations programs.

This study is designed to examine how Public Relations management is implemented in improving the institutional image and strengthening the relationship between schools and their stakeholders at MTs Ar-Rois Cendekia Semarang. In the context of contemporary education, Public Relations serves as a strategic bridge that connects educational institutions with the community through communication, publications, and collaborative efforts that foster public trust. At MTs Ar-Rois Cendekia, PR management is based on Islamic values, with a strong emphasis on ethical communication, information transparency, and service practices that reflect the character of the religion. This research uses a qualitative approach, collecting data through direct observation and structured interviews involving madrasah leaders, public relations personnel, teachers, and school committee members. The results of the study show that the PR strategies implemented include personal branding initiatives, the use of digital media platforms, and collaborative programs with stakeholders such as local authorities and the surrounding community. Islamic principles serve as the ethical foundation for all Public Relations activities. Although there are still challenges, including limitations in the management of human resources and digital media, Public Relations at MTs Ar-Rois Cendekia continues to carry out its functions effectively in strengthening a positive image and fostering harmonious relationships between schools and communities. This research also speculates on the contribution to the development of Islamic educational management studies by enriching the conceptual framework of educational PR management that integrates with Islamic values in institutional practice.

Public relations (PR) plays a vital role in building and maintaining the trust of students’ parents toward Islamic boarding schools (pesantren). This trust serves as an essential foundation for the continuity of education and for fostering a harmonious relationship between the Ma’had and the parents. This study aims to analyze the communication strategies implemented by the Public Relations division of Ma’had Tahfidz Al-Qur’an (Putri) at Pondok Pesantren Al-Amien Prenduan Sumenep in strengthening parents’ trust, to understand their responses to these strategies, and to explore stakeholders’ expectations regarding the management of public relations within the institution. This research employs a descriptive qualitative method with a case study approach. Data were collected through in-depth interviews, observation, and document analysis. The findings indicate that the PR strategies were carried out through systematic stages of planning, implementation, evaluation, and continuous improvement. Generally, parents expressed satisfaction with the transparency of information, the speed of communication services, and their increased participation in educational activities. However, several aspects still need improvement, particularly in maintaining consistency in financial information delivery and modernizing communication systems through technology. Overall, the PR strategies at Ma’had Tahfidz Al-Qur’an (Putri) have been effective in strengthening parents’ trust and enhancing the institution’s positive image. To further improve the role of PR in the future, it is necessary to enhance staff professionalism, innovate in communication technology, and strengthen collaboration with various stakeholders.

This study aims to understand the role that digital public relations play in attracting external audiences to the Algerian Telecommunications Institution in Biskra. Digital public relations have introduced new methods that rely on the internet and its technologies and platforms to influence, persuade, and attract the external audience to the services provided by the organization in its field of work. The goal is to enhance the interactive capacity between the organization and its external audience. The study used a survey methodology, applying a questionnaire to gather information from the participants, who are employees of the Algerian Telecommunications Institution in Tolga Biskra, we have reached the following results: Digital public relations management contributes to attracting the external audience to the Algerian Telecommunications Institution in Biskra through: Relying on tools and methods that help attract the external audience, such as digital advertising, the institution's official websites, the Internet, and social media platforms—particularly Facebook. The quality of services and messages provided by the digital public relations department to the external audience is characterized by credibility and security in transmitting and disseminating information, as well as the speed and quality of the services offered, in addition to the improvement in the external audience’s interaction with the institution. Keywords: Public Relations, Digital Public Relations, External Audiences.

This study explores the role of public relations management in enhancing school branding at MTsN 6 Jombang, focusing on its supporting and inhibiting factors. The research findings indicate that effective public relations strategies, such as optimizing information dissemination, fostering strong relationships with stakeholders, and promoting the school’s achievements, have significantly contributed to strengthening the institution’s image. The supporting factors include the commitment of the school leadership, active collaboration among teachers and staff, and the utilization of digital platforms for promotion. Meanwhile, the inhibiting factors comprise limited resources, insufficient public awareness, and certain technical constraints in implementing promotional programs.The scientific contribution of this research lies in providing a conceptual and practical framework for implementing public relations management in the educational sector, particularly in enhancing school branding in madrasah environments. Additionally, this study enriches the literature on educational management by presenting an integrated model that combines promotional strategies with community engagement. However, this research has limitations, such as its focus on a single institution, which may affect the generalizability of the findings. Future studies are recommended to involve multiple schools or madrasahs with different characteristics to obtain more comprehensive and comparative results. Broader exploration could also examine the long-term impact of public relations management on school competitiveness and sustainability.