PERAN STRATEGIS HUMAS DALAM MENINGKATKAN CITRA DAN REPUTASI MTSN 1 KEPULAUAN SULA"

Abstract

This study examines the strategic role of public relations (PR) in enhancing the image and reputation of MTsN 1 Kepulauan Sula, an Islamic state educational institution located in the remote Kepulauan Sula Regency, Maluku Utara Province. In the context of globalization and advancements in information technology, PR plays a crucial role as a communication bridge between the madrasah and its public. This research uses a descriptive qualitative approach to understand PR strategies in overcoming challenges related to resource limitations, infrastructure, and information access. Data were collected through in-depth interviews, participatory observation, and document studies. The findings indicate that despite various constraints, MTsN 1 Kepulauan Sula's PR department employs adaptive communication strategies, including maximizing direct communication, utilizing traditional media, and optimizing digital media such as WhatsApp and Facebook. This study provides insights into effective strategies that can be applied by educational institutions in remote areas to improve their image and reputation. The findings are expected to serve as a reference for the development of PR strategies in similar educational institutions in the future.