STRATEGI MANAJEMEN HUMAS DALAM MEMBANGUN CITRA LEMBAGA SMAN 10 TANJUNG JABUNG TIMUR

Abstrak

The purpose of this study is to determine and evaluate the public relations management techniques used at SMAN 10 Tanjung Jabung Timur, Jambi Province, in an effort to build the image of the institution. The principal, vice principal in charge of public relations, and school administrators were the subjects of this four-month (July–November 2025) descriptive qualitative field study. Interviews and documentation were the data collection methods. Reduction, presentation, and verification steps were used to analyze the data, and triangulation of sources, methods, and time was used to strengthen the results. The study concluded that RKAS-based budget planning, two-way communication with stakeholders, standardized digital content management (websites and social media platforms), publication of institutional achievements and narratives, empowerment of student organizations as content sources, partnerships with external parties, and monitoring-evaluation mechanisms are part of an integrated approach to school public relations management. School leadership has proven to be a key factor in the long-term sustainability of this strategy. The absence of SOPs for crisis management, documentation capabilities, and restrictions on student product marketing are major obstacles. Among the recommendations are strengthening documentation capabilities and marketing tactics through collaboration with MSMEs and industry, creating crisis SOPs, and conducting additional longitudinal quantitative research to measure the impact of public relations strategies on enrollment numbers and public opinion.

Kata kunci

• Institutional Image
• manejemen humas
• public relations management
• strategy