Naskah ini versi lama yang diterbitkan pada 2025-12-28. Baca versi terbaru.

Strategi Marketing Public Relations dalam Membangun Citra Lembaga Pendidikan

Penulis

  • Shandra Fitriani Utomo Program Studi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, LSPR Institute of Communication and Business, LSPR Jakarta Kampus B. Sudirman Park office complex, Jl. K.H. Mas Mansyur No.kav 35, j, RT.15/RW.11, Karet Tengsin, Kecamatan Tanah Abang, Jakarta, Daerah Khusus Ibukota Jakarta 10220, Indonesia
  • Heni Hayat Program Studi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, LSPR Institute of Communication and Business, LSPR Jakarta Kampus B. Sudirman Park office complex, Jl. K.H. Mas Mansyur No.kav 35, j, RT.15/RW.11, Karet Tengsin, Kecamatan Tanah Abang, Jakarta, Daerah Khusus Ibukota Jakarta 10220, Indonesia
  • Novi Andayani Praptiningsih Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Muhammadiyah Prof. DR. HAMKA (UHAMKA), Jl. Limau 2 blok B, Kebayoran Baru, Jakarta Selatan, Indonesia

DOI:

https://doi.org/10.21009/COMM.035.01

Kata Kunci:

Public Relations Image, Marketing Public Relations Strategy, Three Ways Strategy

Abstrak

The large number of private schools and the competitiveness and challenges of public relations and other private schools. Schools compete to provide students and parents the best education and services. The Al Muslim Foundation is an educational institution that continues to innovate and be creative, with the digital Islamic school as its latest image. In the face of this, one strategy, namely the marketing public relations strategy, can be used. The purpose of this study is to understand and know how the marketing strategy of public relations Al Muslim Foundation is in building image. The Three Ways Strategy by Thomas L. Harris. This is the push strategy, the pull strategy, and the pass strategy. This study uses qualitative methods with a   descriptive approach. The results of this research indicate that the marketing public relations strategy carried out by the Al Muslim Foundation in building its image is relevant to the Three Ways Strategy concept, but in the process, there are still some disadvantages. The conclusion of this study shows that among the three strategies, push, pull, and pass the pass strategy provides the most positive contribution to building the image of educational institutions.

Referensi

Abduraffi, A. & Cindoswari, A.R. 2023. Strategi Komunikasi Polda Kepulauan Riau Dalam Menjaga Citra Positif Instansi. Communicology: Jurnal Ilmu Komunikasi 11(2), 277-293. e-ISSN: 2580-9172D.

Afriliani, A., Rahman, N., Praptiningsih, Novi A. 2025. Peran Komunikasi Keluarga dalam Membangun Resiliensi Remaja Madya Fatherless di Jakarta Barat. Communicology: Jurnal Ilmu Komunikasi 13(1), 119-138. e-ISSN: 2580-9172D

Agustina, D. & Irwandy, D. 2025. Strategi Komunikasi Digital pada Aplikasi Livin’ Merchant Melalui Sosial Media Instagram. Communicology: Jurnal Ilmu Komunikasi 13 (1), 105 - 118. e-ISSN: 2580-9172D

Arfian, D. 2020. Grand Launching Rebranding Al Muslim. Radarbekasi, diakses 11 Januari 2024. https://radarbekasi.id/2020/01/20/grand-launching-rebranding-al-muslim/

Creswell, J. W. 2018. Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.

Data Pokok Pendidikan Kemendikbud. 2023. Data Sekolah Nasional. Dapodikdasmen, diakses 10 Januari 2024. https://dapo.kemdikbud.go.id/sp

Firdaus, N. 2020. Strategi Marketing PR TRON Dalam Meningkatkan Awareness Maryarakat Menuju Transportasi Angkutan Umum Online. Communicology: Jurnal Ilmu Komunikasi 9(1), 1-12. e-ISSN: 2580-9172

Koeswiranto, A., & Purnamasari, O. 2022. Marketing Public Relations Strategy, Indonesian Archery Association (PERPANI) in Developing Archery Among Youth. Jurnal Propaganda, 2, 1-14 dari https://doi.org/10.37010/prop.v2i1.444.

Lincoln, Y. S., Lynham, S. A., & Guba, E. G. 2011. Paradigmatic controversies, contradictions, and emerging confluences, revisited. In N. K. Denzin & Y. S. Lincoln (Eds.), The Sage handbook of qualitative research (3rd ed., pp. 97–128). SAGE Publications.Maklassa & Nurbaya, S. 2023. Manajemen Strategi ; Past, Present and Future. Nas Media Pustaka. Makassar.

Miles, M. B., Huberman, A. M., & Saldaña, J. 2014. Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.

Muslimin, F. A., Hafiar, H., & Prastowo, F. A. A. 2022. Pelaksanaan Strategi Marketing Public Relations Asbhoel Dalam Membangun Brand Citra. Jurnal Ilmu Komunikasi UHO, 7, 423-441. ISSN: 2527-9173.

Neoloka, A., & Neoloka, G. A. 2015. Landasan Pendidikan Dasar Pengenalan Diri Sendiri Menuju Perubahan Hidup: Edisi Pertama. Jakarta: Prenada Media.

Prihanti, G. S. 2017. Empati dan Komunikasi (Dilengkapi Modul Pengajaran dengan Model Pendidikan Berbasis Komunitas). Malang: UMMPress.

Ramadhan, F. A., Poerana, A. F., & Lubis, F. O. 2023. Strategi Komunikasi Pemasaran Pondok Pesantren Annihayah Rawamerta Karawang. Jurnal Communicology: Jurnal Ilmu Komunikasi 11(2), 306-324. e-ISSN: 2580-9172D

Ruslan, Rosady. 2016. Manajemen Public Relations & Media Komunikasi. Denpasar: Rajagrafindo Persada.

Saleh A. & Setianti, Y. 2023. Strategi Digital Branding dalam Konten Facebook Badan Pusat Statistik Provinsi Jawa Barat. Jurnal Communicology: Jurnal Ilmu Komunikasi 11(1), 128-147. e-ISSN: 2580-9172D

Sari, D.P. 2025. Strategi Public Relations Kitabisa.com Dalam Menjaga Reputasi Sebagai Donation Based Crowdfunding Platform. Jurnal Communicology: Jurnal Ilmu Komunikasi 13(1), 157 – 185. e-ISSN: 2580-9172D

Silviani, I. 2020. Public Relations Sebagai Solusi Komunikasi Krisis. Surabaya: Scopindo Media Pustaka.

Silviani, I. 2020. Komunikasi Organisasi. Surabaya: Scopindo Media Pustaka.

Sugianto, S., & Doho, Y. D. B. 2019. Analisis Komunkasi Public Relations pada Sekolah SMA Don Bosco II untuk Mempertahankan Citra Sekolah Khatolik yang Berkarakter. Jurnal Ilmu Komunikasi dan Bisnis, 4, 63-76. ISSN: 2598-2443.

Tanjung, A.S. & Sampurna A. 2024. Komunikasi Persuasif Pimpinan dalam Membentuk Karakter Santri Pondok Pesantren Azhar Center Kabupaten Labuhan Batu Utara. Communicology: Jurnal Ilmu Komunikasi 12(1), 159-173. e-ISSN: 2580-9172D

Yayasan Al Muslim. 2023. Sejarah Yayasan Al Muslim. Yayasan Al Muslim, dilihat 11 Januari 2024. https://almuslim.sch.id/al-muslim/

Yuliarsi, E., Hardhienata, S., & Wulandari, D. 2023. Strategi Sekolah Meningkatkan Minat Orang Tua. Jakad Media Publishing. Surabaya.

Volume 13 Nomor 2 2025

Unduhan

Diterbitkan

2025-12-27 — Diperbaharui pada 2025-12-28

Versi

Cara Mengutip

Utomo, S. F., Heni Hayat, & Novi Andayani Praptiningsih. (2025). Strategi Marketing Public Relations dalam Membangun Citra Lembaga Pendidikan . Communicology: Jurnal Ilmu Komunikasi, 13(2), 189–204. https://doi.org/10.21009/COMM.035.01 (Original work published 27 Desember 2025)

Terbitan

Vol 13 No 2 (2025): Communicology: Jurnal Ilmu Komunikasi, Volume 13 No. 2 Desember 2025

Bagian

Articles

Lisensi

Hak Cipta (c) 2025 Shandra Fitriani Utomo, Heni Hayat, Novi Andayani Praptiningsih

Creative Commons License

Artikel ini berlisensi Creative Commons Attribution 4.0 International License.

Authors who publish with this Journal agree to the following terms:

  1. Author retain copyright and grant the journal right of first publication with the work simultaneously licensed under a creative commons attribution licensethat allow others to share the work within an acknowledgement of the work’s authorship and initial publication of this journal.
  2. Authors are able to enter into separate, additional contractual arrangementfor the non-exclusive distribution of the journal’s published version of the work (e.g. acknowledgement of its initial publication in this journal).
  3. Authors are permitted and encouraged to post their work online(e.g. in institutional repositories or on their websites) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published works.

Users/public use of this website will be licensed to CC BY