MANAJEMEN HUMAS DALAM MEMBANGUN CITRA SEKOLAH ( Studi Multikasus Di SD Muhammadiyah Pringsewu Dan SD IT Cahaya Madani Pringsewu)

Yani, Tri Astuti (2025) MANAJEMEN HUMAS DALAM MEMBANGUN CITRA SEKOLAH ( Studi Multikasus Di SD Muhammadiyah Pringsewu Dan SD IT Cahaya Madani Pringsewu). Masters thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Manajemen Humas di sekolah merupakan aspek penting dalam membangun citra positif dan hubungan yang baik dengan pengguna jasa pendidikan. Melalui pengelolaan hubungan antara sekolah dan masyarakat diharapkan dapat meningkatkan kesadaran, kepercayaan dan citra positif sekolah. Citra positif harus dimiliki oleh lembaga sebagai bukti keberadaan dan kualitas lembaga. Penelitian ini dilakukan di SD Muhammadiyah Pringsewu dan SD IT Cahaya Madani Pringsewu mengingat kedua lembaga mempunyai karakter yang unggul dan memiliki citra yang positif dimata masyarakat namun demikian keduanya memiliki latar belakang dan karakteristik berbeda. Fokus Penelitian ini adalah manajemen humas dalam membangun citra sekolah SD Muhammadiyah Pringsewu dan SD IT Cahaya Madani Pringsewu. Dengan sub fokus penelitian: perencanaan, pengorganisasian, pelaksanaan, pengendalian, evaluasi. Penelitian ini termasuk penelitian kualiatif, dengan rancangan multikasus. Proses pengumpulan data digunakan metode. 1) observasi, 2). Wawancara mendalam, 3) dokumentasi. Analisis data yang terkumpul dan sudah di cek keabsahanya dianalisis dengan cara: 1). Reduksi data, 2). Penyajian data, 3). Penarikan kesimpulan. Pengecekan data digunakan metode triangulasi teknik dan sumber. Hasil penelitian ini adalah: Penerapan manajemen humas dalam membangun citra sekolah SD Muhammadiyah Pringsewu dan SD IT Cahaya Madani Pringsewu: a). Perencanaan humas yaitu kepala sekolah dan tim manajemen sekolah menetapkan tujuan, dan membuat program humas,b). Pengorganisasian humas SD Muhammadiyah didukung oleh kru kreatif dan memberdayakan dewan guru. Pengorganisasiaan di SD IT Cahaya Madani Pringsewu ditangani oleh waka humas secara langsung dengan dibantu dewan guru c). Pelaksanaan humas, keduanya menekankan publikasi kegiatan sekolah dan program humas sekolah untuk membuat citra positif dimata masyarakat. d). Pengendalian humas di SD Muhammadiyah dan SD IT Cahaya Madani langsung ditangani oleh waka humas. Manajemen humas dan implikasinya terhadap pencitraan SD Muhammadiyah Pringsewu dan SD IT Cahaya Madani Pringsewu:Tingginya loyalitas pengguna jasa pendidikan. Kepercayaan masyarakat semakin kuat. Adanya dukungan dari masyarakat. Terjalin kerjasama yang efektif antara sekolah dan orang tua siswa. Kata kunci : Humas, Manajemen Humas, Citra Sekolah vi ABSTRACT Public Relations (PR) management in schools is a crucial aspect in building a positive image and fostering good relationships with the users of educational services. Through the management of relationships between the school and the community, it is hoped that awareness, trust, and a positive image of the school can be enhanced. A positive image must be owned by the institution as proof of its existence and quality. This study was conducted at SD Muhammadiyah Pringsewu and SD IT Cahaya Madani Pringsewu, as both institutions have strong characteristics and a positive image in the eyes of the community, although they have different backgrounds and characteristics. The focus of this research is public relations management in building the image of Muhammadiyah Pringsewu Elementary School and Cahaya Madani Pringsewu IT Elementary School. With research sub-focus: planning, organizing, implementing, controlling, evaluating This research is qualitative research, with a multicase design. The data collection process used methods. 1) observation, 2). In-depth interviews, 3) documentation. Analysis of the data collected and checked for validity is analyzed by: 1). Data reduction, 2). Data presentation, 3). Drawing conclusions. Data checking used the technique and source triangulation method. The results of this research are: Application of public relations management in building the school image of SD Muhammadiyah Pringsewu and SD IT Cahaya Madani Pringsewu: a). Public relations planning, namely the principal and school management team set goals and create a public relations program.b) The organization of Muhammadiyah Elementary School public relations is supported by a creative crew and empowers the teacher council. Organizing at Cahaya Madani Pringsewu IT Elementary School is handled directly by the deputy head of public relations with the assistance of staff and the teacher council.c) In implementing public relations, both emphasize publication of school activities and school public relations programs to create a positive image in the eyes of the community. d).Public relations control at Muhammadiyah Elementary School and Cahaya Madani IT Elementary School is directly handled by the deputy head of public relations.Public relations management and its implications for the image of SD Muhammadiyah Pringsewu and SD IT Cahaya Madani Pringsewu: High loyalty of users of educational services. Public trust is getting stronger. There is support from the community. There is effective cooperation between the school and the students' parents Keywords: Public Relations, Public Relations Management, School Image

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