Islamic Values-Based Public Relations Management in Building Trust and School Image: A Case Study at MTs Ar-Rois Cendekia Semarang
DOI:
https://doi.org/10.29240/ajis.v10i2.16179Keywords:
Public Relations Strategy, School Image, Public Trust, Education Management, PR ManagementAbstract
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.
Downloads
References
Adhelia, D., Ansar, & Mus, S. (2023). Implementation of Public Relations Management Function at SMA Negeri 3 Palopo City. Pedagogy: Journal of Education, 1(1), 1–2.
Andriani, R., & Setyaningsih, R. (2023). Implementation of Education Marketing Strategy. Journal of Educational Management, 8(2), 121–129.
Astuti, Y. T., Diana, N., Hadiati, E., & Maulidin, S. (2024). Public Relations Management in Building School Image: A Multicase Study at SD Muhammadiyyah Pringsewu and SD IT Cahaya Madani Pringsewu. DIMAR: Journal of Islamic Education, 6(1), 12–26.
Fairuz, A., Dzikra Aqilah, K., & Harwinda, A. (2025). Analysis of the marketing strategy of Al-Azhar Kelapa Gading High School in maintaining the school's image. Indonesian Journal of Impressions, 4(6), 2317-2331.
Fardani Ubaidillah, A., Rochmah, L.M., & Yusuf Sobri, A. (2024). Systematic Overview: Higher Education Public Relations Strategies in Improving Image and Reputation through Social Media.
Hakim, MN, & Rozi, F. (2024). Public Relations Management Strategy in Increasing Public Interest in Madrasah Education.
Hasanah, R. P. S., Krwanto, & Sholeh, M. (2023). Education Marketing Strategy in Improving School Image at SMA Negeri Jogoroto Jombang. Scientific Journal of Mandala Education (JIME), 9(1), 1–6.
Ikhwan, A. (2018). The Application of School and Community Relations Management in an Islamic Perspective.
Mayasari, E., Halimah, A.H., & Murtado, D. (2024). Implementation of Public Relations Management in Increasing Public Trust in the School Environment at SMKS NU Tasikmalaya City. Nahdliyyah: Journal of Islamic Studies, 3(1), 2024–2067.
Sholihah, T. (2018). Public Relations Management Strategy in Creating School Branding in Integrated Islamic Schools (Vol. 3, Edition 2).
Suyitno, S. (2021). Public Relations Strategy in Improving Marketing of Educational Institutions. Journal of Basicedu, 5(5), 4138–4145.
Idharudin, A. J., Nurhasanah, M., & Heriyanto, B. (2025). MENINGKATKAN MUTU PENDIDIKAN DI ERA DIGITAL pendidikan di era digital sangat penting dikaji , mengingat perubahan signifikan orang tua dalam pendidikan agar dapat berkontribusi pada peningkatan mutu. 01(03), 712–725.
Karmilah, L. (2025). Public Relations Management in Improving the Image and Performance of Educational Institutions : Strategies , Challenges , and Implications. 4(3), 1417–1425.
Khofi, M. B., Salam, M., & Wijaya, K. (2026). Sustaining Islamic School Reputation : The Multidimensional Role of Educational Public Relations. 5(1), 14–30. https://doi.org/10.38073/jimpi.v5i1.3391
Manajemen, J., & Jmp, P. (2025). Jurnal manajemen pendidikan (jmp). 16(02).
Rasman, D., & Hidayat, S. (2019). Public Relations Management in Efforts to Improve School Image and Community Participation. 3204–3212.
Syafitri, A. S., & Wulandari, S. S. (2024). Strategi Humas Melalui Literasi Digital untuk Meningkatkan Citra Positif SMK PGRI 2 Sidoarjo. 3(3).
Zaini, F. (2024). PUBLIC RELATIONS MANAGEMENT STRATEGY TO INCREASE COMMUNITY PARTICIPATION IN. 6(1), 1–12.
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 Saeda Aliatus Zaman, Fatkuroji Fatkuroji, Agus Sutiyono, Mohd Huefiros Efizi bin Husain
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-NC-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
