Social Media-Based Public Relations Strategy in the Development of Nurul Jadid Vocational School to Increase Student Participation

Abstract

This paper examines social media-based public relations strategies in the development of SMK Nurul Jadid to increase student participation. Driven by the challenges of low enrollment and lack of school visibility, this paper aims to analyze the implementation of public relations strategies through digital platforms, their impact on increasing student enrollment, and the role of social media in enhancing student engagement. Using a descriptive qualitative approach, data were collected through in-depth interviews with school officials, participant observation of the school's social media activity, and social media content analysis. The results indicate that SMK Nurul Jadid utilizes Instagram, YouTube, and TikTok to build a positive image, attract prospective students, and collaborate with stakeholders. Published content focuses on school activities, student achievements, and available facilities. However, this paper identifies challenges in consistent content creation due to limited resources. The implications of this paper emphasize the importance of a structured social media management program, training the management team, using alumni testimonials, and regular evaluations. This paper concludes that social media-based public relations strategies have significant potential to increase student participation and strengthen the school's branding, but require more structured and consistent management.