Strengthening School Reputation through Strategic Public Relations and Community Engagement at SMP Negeri 28 Surabaya

Nurus Safiatul Karimah; Nuphanudin

doi:10.56741/IISTR.pbpsp.002347

Authors

Nurus Safiatul Karimah State University of Surabaya
Nuphanudin
nuphanudinnuphanudin@unesa.ac.id
State University of Surabaya https://orcid.org/0000-0002-6269-7507

DOI:

https://doi.org/10.56741/IISTR.pbpsp.002347

Keywords:

Community Engagement, Community Relations, Digital Media, Public Relation Strategy, School Reputation

Abstract

This study examines how strategic public relations and community engagement strengthen school reputation at SMP Negeri 28 Surabaya. The study employed a descriptive qualitative approach using interviews, direct observations, and documentation. Data were obtained from key school informants and supported by documentation of digital communication practices, community engagement, external collaboration, and flagship school programs. The findings show that the school strengthens its reputation through five interrelated strategies: digital communication with parents and the wider public, participation in community activities such as Sedekah Bumi, collaboration with external stakeholders such as PUSPAGA, publication of student achievements, and development of flagship programs including Child-Friendly School, Adiwiyata School, Literacy Ambassador, and Outstanding Student programs. These strategies contribute to institutional visibility, social trust, stakeholder credibility, and positive public perception. The study also finds that competition among public schools and the zoning system encourage the school to continuously innovate its programs and communication practices. The study concludes that school reputation is strengthened when public relations messages are aligned with real educational programs, student behavior, community involvement, and stakeholder collaboration.

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Author Biographies

Nurus Safiatul Karimah, State University of Surabaya

is a student majoring in Educational Management at State University of Surabaya, Indonesia. She is interested in public speaking, communication, and practical learning experiences that strengthen educational management skills. (email 25010714050@mhs.unesa.ac.id).

Nuphanudin, State University of Surabaya

serves as a lecturer in the Educational Management Study Program at State University of Surabaya. His academic role supports the development of research, scientific writing, and educational management studies, particularly in strengthening students’ ability to produce scholarly work. In this article, his contribution is reflected in guiding the conceptual direction, ensuring the coherence of arguments, and supporting the academic quality of the manuscript. His experience in academic publication and educational management provides an important foundation for maintaining the relevance and rigor of the study. (email: nuphanudinnuphanudin@unesa.ac.id).

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