Manajemen Humas Dalam Mengoptimalkan Minat Calon Peserta Didik Baru Di Mis Sa’adatul Ittihadiah Pulau Temiang Kabupaten Tebo Provinsi Jambi

Abstract

This study aims to describe and analyze public relations management in optimizing the interest of prospective new students at MIS Sa'adatul Ittihadiah, Temiang Island, Tebo Regency, Jambi Province. The research focuses on the planning, implementation, and results of public relations management in increasing community interest in the madrasah. The study used a qualitative approach with a case study approach. Data were obtained through observation, in-depth interviews, and documentation. The research informants consisted of the madrasah principal, teachers, education staff, the madrasah committee, parents of students, and the community. Data analysis used the interactive model of Miles, Huberman, and Saldaña, which includes data condensation, data presentation, and drawing and verifying conclusions. Data validity was ensured through source triangulation, technical triangulation, and member checking. The results indicate that public relations management at MIS Sa'adatul Ittihadiah has been implemented through management functions including planning, organizing, implementing, and evaluating. Public relations planning is carried out by developing promotional and outreach programs tailored to community needs and the madrasah's vision and mission. Public relations is implemented through various strategies, such as direct outreach to the community, distribution of brochures and banners, utilization of social media, publication of madrasah achievements, and involvement in social and religious activities within the community. Research results indicate that these strategies are effective in increasing public knowledge and trust in madrasahs, thus increasing the interest of prospective new students. However, several obstacles remain, such as limited promotional resources and suboptimal use of digital media. Therefore, innovation and strengthening of information technology-based public relations strategies are needed to continuously improve the effectiveness of promotions and communication with the community.

Abstrak

Penelitian ini bertujuan untuk mendeskripsikan dan menganalisis manajemen humas dalam mengoptimalkan minat calon peserta didik baru di MIS Sa’adatul Ittihadiah Pulau Temiang Kabupaten Tebo Provinsi Jambi. Fokus penelitian meliputi perencanaan, pelaksanaan, dan hasil manajemen humas dalam meningkatkan ketertarikan masyarakat terhadap madrasah. Penelitian menggunakan pendekatan kualitatif dengan jenis penelitian studi kasus. Data diperoleh melalui observasi, wawancara mendalam, dan dokumentasi. Informan penelitian terdiri atas kepala madrasah, guru, tenaga kependidikan, komite madrasah, orang tua peserta didik, dan masyarakat. Analisis data menggunakan model interaktif Miles, Huberman, dan Saldaña yang meliputi kondensasi data, penyajian data, serta penarikan dan verifikasi kesimpulan. Keabsahan data dilakukan melalui triangulasi sumber, triangulasi teknik, dan member checking. Hasil penelitian menunjukkan bahwa manajemen humas di MIS Sa’adatul Ittihadiah telah dilaksanakan melalui fungsi manajemen yang meliputi perencanaan, pengorganisasian, pelaksanaan, dan evaluasi. Perencanaan humas dilakukan dengan menyusun program promosi dan sosialisasi yang disesuaikan dengan kebutuhan masyarakat serta visi dan misi madrasah. Pelaksanaan humas dilakukan melalui berbagai strategi, seperti sosialisasi langsung kepada masyarakat, penyebaran brosur dan spanduk, pemanfaatan media sosial, publikasi prestasi madrasah, serta keterlibatan dalam kegiatan sosial dan keagamaan di lingkungan masyarakat. Hasil penelitian menunjukkan bahwa strategi tersebut mampu meningkatkan pengetahuan dan kepercayaan masyarakat terhadap madrasah, sehingga berdampak pada meningkatnya minat calon peserta didik baru. Namun demikian, masih terdapat beberapa kendala, seperti keterbatasan sarana promosi dan belum optimalnya pemanfaatan media digital. Oleh karena itu, diperlukan inovasi dan penguatan strategi humas berbasis teknologi informasi agar efektivitas promosi dan komunikasi dengan masyarakat dapat terus ditingkatkan.