Public Relations Strategy in Creating School Branding Through Social Media

Article Sidebar

pdf
Published: Jan 3, 2025
DOI: https://doi.org/10.19109/fe9yvy58
Keywords:
branding, public relations, social media , strategy

Main Article Content

Putri Dea Novita
Universitas Islam Negeri Raden Fatah, Palembang, Sumatera Selatan, Indonesia
Amilda
Universitas Islam Negeri Raden Fatah, Palembang, Sumatera Selatan, Indonesia
Nyimas Atika
Universitas Islam Negeri Raden Fatah, Palembang, Sumatera Selatan, Indonesia

Abstract

This study discusses the process of public relations strategy to create school branding through social media at SMK Bakti Ibu 3 Palembang. Through a qualitative approach with interview, observation and documentation techniques. In carrying out the school branding strategy, public relations carries out two strategies used in creating school branding through social media using two applications, namely Instagram and Tiktok. The strategies carried out in these two applications are in the form of publication of school activities through social media and activities to build interactions with followers on social media. Publication of activities posted on social media accounts, namely by publicizing various school events, extracurricular activities and student achievements and public relations activities in building interactions with followers on social media accounts by actively participating in replying to followers' comments on social media accounts so that it is hoped that this can establish school closeness with followers on social media in an effort to create school branding. With this strategy, it is expected that the quality, school activities and various school achievements can be known and recognized by the entire community.

Article Details

How to Cite
Novita, P. . D., Amilda, & Atika, N. (2025). Public Relations Strategy in Creating School Branding Through Social Media. Studia Manageria, 6(2), 127-140. https://doi.org/10.19109/fe9yvy58
Issue
Vol. 6 No. 2 (2024): Studia Manageria: Jurnal Manajemen Pendidikan Islam
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License
Studia Manageria by http://jurnal.radenfatah.ac.id/index.php/studiamanageria is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite

Novita, P. . D., Amilda, & Atika, N. (2025). Public Relations Strategy in Creating School Branding Through Social Media. Studia Manageria, 6(2), 127-140. https://doi.org/10.19109/fe9yvy58

References

Anwar, M. (2024). Manajemen Humas Di Lembaga Pendidikan. Kencana.

Arum Wahyuni Purbohastuti. (2017). Efektivitas Media Sosial Sebagai Media Promosi. Ekonomika, 12(2), 212–231.

Atsillah, N., Husna, M., & Halik, A. (2022). Strategi Manajemen Humas dalam Menciptakan School Branding : Studi Kasus MAN 1 Parepare. Al-Tabyin, 3(2).

Billa, S., & Sanin, F. (2023). Penerapan Digital Marketing Dalam Media Sosial Tiktok PT Otak Kanan Untuk Membangun Brand Awarness Application of Digital Marketing in PT Otak Kanan ’ s Tiktok Social Media to Build Brand Awarness. Faedah : Jurnal Hasil Kegiatan Pengabdian Masyarakat Indonesia, 1(3).

Broom G.M, C. S. M. C. A. H. dan. (1994). Effective Public Relations. Prentice Hall.

Budio, S. (2019). Strategi Manajemen Sekolah. Journal Menatq, 2(2).

Cry Cinta P. Anjeli, Betris L. Lengkong, dkk. (2022). Branding Institusi Pendidikan Melalui Media Sosial Instagram. SEIKO: Journal of Management & Business, 5(2), 44. https://doi.org/10.37531/sejaman.v5i2.2893

Fatat, M. N. (2022). Strategi Branding Berbasis Media Sosial Instagram Di UIN Walisongo Semarang. UIN Walisongo Semarang.

Hanifah, N., & Istikomah, I. (2022). Branding sekolah swasta dalam menghadapi kebijakan zonasi. JURNAL IDAARAH, VI(2), 274–286.

Hasna, S., & Irwansyah, I. (2019). Electronic Word of Mouth Sebagai Strategi Public Relation Di Era Digital. Interaksi: Jurnal Ilmu Komunikasi, 8(1), 18. https://doi.org/10.14710/interaksi.8.1.18-27

Jamaluddin, M. B. (2020). Strategi Branding di Sekolah Dasar Islam Plus Masyitoh (Yayasan Miftahul Huda) Kroya Cilacap. IAIN Purwokerto.

Jeffkins, F. (2004). Public Relations Edisi Kelima. Erlangga.

Kotler, P. & G. A. (2014). Principle Of Marketing, 15th edition. Pearson Prentice Hall.

Manurung, J. (2023). Strategi Pemanfaatan Media Sosial Sebagai Sarana Promosi Sekolah Musik Di Dotodo Music Edutainment. Technomedia Journal (TMJ), 8(2), 248–260.

Marissa. (2022). Strategi Pemasaran (Konsep, Teori dan Implementasi). Pascal Books.

Morrisan. (2010). Periklanan: Komunikasi Pemasaran Terpadu, Edisi Pertama. Prenada Media Grup.

Mujib, Tutik Saptiningsih, F. (2020). School Branding: Strategi di Era Disruptif. PT Bumi Aksara.

Prasetyo, Nufian S. Febriani, B. D. (2020). Strategi Branding (Teori dan Perspektif Komunikasi dalam Bisnis). UB Press.

Ramadina, P. S., & Taufik, B. K. (2021). Strategi Marketing Pendidikan Melalui Media Sosial di Sekolah. PeTeKa (Jurnal Penelitian Tindakan Kelas Dan Pengembangan Pembelajaran), 4(1).

Ruslan, R. (2020). Manajemen Public Relations & Media Komunikasi (Konsepsi dan Aplikasi). PT Raja Grafindo Persada.

Siti Aisyah, Hidayati, D., Budi Santosa, A., & Widodo, H. (2024). Manajemen Pemanfaatan Website dan Instagram Sebagai Sarana Promosi untuk Meningkatkan Branding Sekolah. Manajemen Pendidikan, 19(1), 16–36. https://doi.org/10.23917/jmp.v19i1.4023

Suryono, A. (2020). Teori & Strategi Perubahan Sosial. PT Bumi Aksara.

Wardani, E. K. (2021). Strategi Kepala Sekolah dalam Menciptakan School Branding di SMP Islam Al-Azhar 29 BSB Semarang. In Skripsi Universitas Islam Negeri Walisongo Semarang.

Zein, N. (2024). Branding Perusahaan PLN UP3 Sidoarjo Melalui Media Sosial. Economic and Business Management International Journal, 6(1), 1–5.