Public Relations Strategy in Building a Positive Organizational Image at Madrasah Aliyah Nurul Jadid

Abstract

This study aims to explore effective Public Relations (PR) strategies in building and maintaining a positive image of Madrasah Aliyah Nurul Jadid in the public eye. With a qualitative approach and a case study design, this study employed participatory observation, in-depth interviews, and documentation to collect data. The results indicate that the PR strategies implemented by Madrasah Aliyah Nurul Jadid involve digitalization, alumni networking, and community activities. Digitalization increases interaction and strengthens relationships with audiences, while alumni networking supports reputation and saves resources. Community activities are important for building emotional closeness with the surrounding community. Although challenges in terms of consistency, adequate resources, and innovation remain, the combination of digital and physical strategies, along with transparent documentation, has a positive impact on the madrasah's image. This study recommends that madrasahs continue to balance digital approaches with physical activities to remain relevant and increase public trust.