Pengelolaan Media Sosial sebagai Strategi Public Relations dalam Membangun Citra Positif Lembaga Pendidikan Islam

Social Media Management as a Public Relations Strategy for Building a Positive Image of Islamic Educational Institutions

Abstract

The rapid development of social media has transformed communication strategies in educational institutions, particularly in establishing relationships with stakeholders. Islamic boarding schools are required to optimize social media as part of their Public Relations function to strengthen institutional image and enhance public trust. This study aims to analyze the role of Public Relations in managing social media as a strategy for building the positive image. A qualitative descriptive approach was employed. Data were collected through observation, documentation, and literature review, and analyzed using an interactive analysis model consisting of data reduction, data display, and conclusion drawing. The findings reveal that social media functions as a medium for information dissemination, institutional transparency, and two-way communication, thereby strengthening relationships between the pesantren and its stakeholders. However, the effectiveness of Public Relations practices is constrained by inconsistent social media management, limited human resources, and the absence of a structured communication strategy. This study concludes that strategic, consistent, and interactive social media management can reinforce Public Relations functions, improve institutional reputation, and foster sustainable public trust in Islamic educational institutions in the digital era.