Digital Communication Strategies in Islamic Educational Institutions, A Case Study of Public Relations Practices at Pondok Pesantren Kyai Syarifuddin

Abstract

This study explores the public relations (PR) strategies employed by Pondok Pesantren Kyai Syarifuddin Asrama Dalem Utara–Dalem Timur to manage social media as a marketing and digital communication tool. Using a qualitative approach with direct observation and documentation, the research examines how PR integrates planning, implementation, and evaluation to enhance institutional visibility, engage audiences, and promote educational programs. Findings indicate that social media platforms such as Instagram, Facebook, YouTube, and TikTok extend pesantren outreach beyond geographical limits, complementing traditional alumni-based promotion. While challenges in content consistency and analytics remain, strategic PR supports interactive communication, relationship building, and institutional branding. This study highlights the role of digital communication in modernizing Islamic educational marketing.