Digital Communication and Public Relations Strategy in Islamic Da’wah: A Case Study of Social Media Development at Pondok Pesantren Nurul Haromain

Abstract

The rapid advancement of science and technology has reshaped religious communication within Islamic educational institutions. In the digital era, pesantren must adapt to evolving communication environments to sustain and expand Islamic da’wah. This study analyzes the Public Relations (PR) strategies implemented by Pondok Pesantren Nurul Haromain Randuagung in developing social media as a digital communication tool. Using a qualitative case study approach, data were collected through in-depth interviews and digital observation. The findings indicate that PR plays a crucial role in content creation, audience engagement, and institutional image building. However, challenges remain, including limited content creativity and minimal use of analytics. A comprehensive and sustainable digital communication strategy is essential to strengthen outreach, enhance reputation, and attract prospective students.