Digital Public Relations, Communication Quality, and Public Trust in an Elementary School: A Qualitative Case Study

Meyriska Difa Madina; Nuphanudin

doi:10.56741/IISTR.pbpsp.002362

Authors

Meyriska Difa Madina Universitas Negeri Surabaya https://orcid.org/0009-0006-4870-5298
Nuphanudin
nuphanudinnuphanudin@unesa.ac.id
Universitas Negeri Surabaya https://orcid.org/0000-0001-5684-063X

DOI:

https://doi.org/10.56741/IISTR.pbpsp.002362

Keywords:

Digital Public Relations, Family–School Communication, Public Trust, School Communication, Social Media

Abstract

Digital platforms have changed how schools communicate with parents and surrounding communities, but the availability of social media does not automatically produce dialogue, transparency, or trust. This study examines how Electronic Public Relations (E-PR) is implemented at Hidayatur Rohman Elementary School and how stakeholders perceive its contribution to communication quality and public trust. A qualitative single-case study was conducted using observation, interviews, and document review. Participants represented school leadership, teachers, public-relations personnel, parents, and community members who were involved in the school’s digital communication. Data were analyzed through reduction, display, and conclusion drawing, with source and method triangulation used to strengthen credibility. The case indicates that WhatsApp, Instagram, Facebook, and the school website were used for academic information, activity announcements, documentation of student achievements, and administrative communication. Across the available evidence, three mechanisms were recurrent: faster information access, opportunities for two-way feedback, and greater visibility of school activities. These practices were perceived to improve communication clarity and responsiveness and to support public trust through transparency and regular institutional presence. However, implementation remained constrained by limited personnel, uneven digital-communication competence, inconsistent evaluation, and technology-access barriers. The findings suggest that school E-PR should be treated as a relationship-management function rather than merely a publication function.

Downloads

Download data is not yet available.

Author Biographies

Meyriska Difa Madina, Universitas Negeri Surabaya

was born in Mojokerto on May 21, 2007, and is currently a student in the Educational Management Program at Surabaya State University. The author has an interest in student management and enjoys socializing and interacting with others. She is known as a friendly, adaptable, and responsible person. She always strives to maintain a positive attitude, respect others, and complete every task with dedication. She is accustomed to working systematically and takes responsibility for completing her tasks. She is committed to continuing to learn and develop herself in the field of education. (email: 25010714060@mhs.unesa.ac.id).

Nuphanudin, Universitas Negeri Surabaya

serves as a lecturer in the Educational Management Study Program at Universitas Negeri 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).

References

C. Taddeo, “The school website: Facilitating communication engagement and learning,” British Journal of Educational Technology, vol. 47, no. 2, pp. 421–436, 2016, doi: 10.1111/bjet.12229.

A. Blau and M. Hameiri, “Ubiquitous mobile educational data management by teachers, students and parents: Does technology change school-family communication and parental involvement?” Education and Information Technologies, 2017.

Y. Hou and S. Chen, “Parental digital involvement in online learning: Addressing the digital divide, not redressing digital reproduction,” European Journal of Education, 2024, doi: 10.1111/ejed.12635.

M. Badiuzzaman, J.-S. Lee, and T. M. Cumming, “A systematic review of the impact of the multilevel digital divide in technology-integrated family–school partnerships,” Review of Educational Research, 2025, doi: 10.3102/00346543251400771.

M. L. Kent and M. Taylor, “Building dialogic relationships through the World Wide Web,” Public Relations Review, vol. 24, no. 3, pp. 321–334, 1998.

M. L. Kent, M. Taylor, and W. J. White, “The relationship between Web site design and organizational responsiveness to stakeholders,” Public Relations Review, vol. 29, no. 1, pp. 63–77, 2003, doi: 10.1016/S0363-8111(02)00194-7.

D. S. Bortree and T. Seltzer, “Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles,” Public Relations Review, vol. 35, no. 3, pp. 317–319, 2009, doi: 10.1016/j.pubrev.2009.05.002.

E. Sommerfeldt and M. L. Kent, “A systematic analysis of research applying principles of dialogic communication to organizational websites, blogs, and social media,” Journal of Public Relations Research, vol. 30, nos. 1–2, 2018, doi: 10.1080/1062726X.2018.1455146.

R. D. Waters, E. Burnett, A. Lamm, and J. Lucas, “Engaging stakeholders through social networking: How nonprofit organizations are using Facebook,” Public Relations Review, vol. 35, no. 2, pp. 102–106, 2009, doi: 10.1016/j.pubrev.2009.01.006.

S. Rybalko and T. Seltzer, “Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter,” Public Relations Review, vol. 36, no. 4, pp. 336–341, 2010, doi: 10.1016/j.pubrev.2010.08.004.

K. Lovejoy and G. D. Saxton, “Information, community, and action: How nonprofit organizations use social media,” Journal of Computer-Mediated Communication, vol. 17, no. 3, pp. 337–353, 2012, doi: 10.1111/j.1083-6101.2012.01576.x.

K. Lovejoy, R. D. Waters, and G. D. Saxton, “Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less,” Public Relations Review, vol. 38, no. 2, pp. 313–318, 2012, doi: 10.1016/j.pubrev.2012.01.005.

L. R. Men and W.-H. S. Tsai, “Toward an integrated model of public engagement on corporate social networking sites: Antecedents, the process, and relational outcomes,” International Journal of Strategic Communication, vol. 7, no. 4, pp. 257–273, 2013, doi: 10.1080/1553118X.2013.822373.

L. R. Men and W.-H. S. Tsai, “Perceptual, attitudinal, and behavioral outcomes of organization–public engagement on corporate social networking sites,” Journal of Public Relations Research, vol. 26, no. 5, pp. 417–435, 2014, doi: 10.1080/1062726X.2014.951047.

S. D. Bruning and J. A. Ledingham, “Relationships between organizations and publics: Development of a multi-dimensional organization-public relationship scale,” Public Relations Review, vol. 25, no. 2, pp. 157–170, 1999, doi: 10.1016/S0363-8111(99)80160-X.

L. C. Hon and J. E. Grunig, Guidelines for Measuring Relationships in Public Relations. Gainesville, FL: Institute for Public Relations, 1999.

J. E. Grunig and Y.-H. Huang, “From organizational effectiveness to relationship indicators: Antecedents of relationships, public relations strategies, and relationship outcomes,” in Public Relations as Relationship Management, J. A. Ledingham and S. D. Bruning, Eds. Mahwah, NJ: Erlbaum, 2000.

J. A. Ledingham, “Explicating relationship management as a general theory of public relations,” Journal of Public Relations Research, vol. 15, no. 2, pp. 181–198, 2003.

X. Ma, L. Ma, and B. F. Liu, “Should relationships be at the heart of public relations? A meta-analysis of the antecedents and consequences of organization-public relationships,” Public Relations Review, 2023.

K. S. Adams and S. L. Christenson, “Trust and the family–school relationship: Examination of parent–teacher differences in elementary and secondary grades,” Journal of School Psychology, vol. 38, no. 5, 2000, doi: 10.1016/S0022-4405(00)00048-0.

A. S. Bryk and B. Schneider, “Trust in schools: A core resource for school reform,” Educational Leadership, vol. 60, no. 6, pp. 40–45, 2003.

N. E. El Nokali, H. J. Bachman, and E. Votruba-Drzal, “Parent involvement and children’s academic and social development in elementary school,” Child Development, vol. 81, no. 3, pp. 988–1005, 2010, doi: 10.1111/j.1467-8624.2010.01447.x.

M. Cho, T. Schweickart, and A. Haase, “Public engagement with nonprofit organizations on Facebook,” Public Relations Review, vol. 40, no. 3, pp. 565–567, 2014, doi: 10.1016/j.pubrev.2014.01.008.

A. Levenshus, “Online relationship management in a presidential campaign: A case study of the Obama campaign’s management of its Internet-integrated grassroots effort,” Journal of Public Relations Research, vol. 22, no. 3, pp. 313–335, 2010, doi: 10.1080/10627261003614419.

T. Seltzer and M. A. Mitrook, “The dialogic potential of weblogs in relationship building,” Public Relations Review, vol. 33, no. 2, pp. 227–229, 2007, doi: 10.1016/j.pubrev.2007.02.011.

M. Taylor, M. L. Kent, and W. J. White, “How activist organizations are using the Internet to build relationships,” Public Relations Review, vol. 27, no. 3, pp. 263–284, 2001, doi: 10.1016/S0363-8111(01)00086-8.

D. K. Wright and M. D. Hinson, “Examining how public relations practitioners actually are using social media,” Public Relations Journal, vol. 3, no. 3, 2009.

P. Valentini, “Is using social media ‘good’ for the public relations profession? A critical reflection,” Public Relations Review, vol. 41, no. 2, pp. 170–177, 2015, doi: 10.1016/j.pubrev.2014.11.009.

A. C. G. Heath et al., “Using technology to facilitate partnerships between schools and Indigenous parents: A narrative review,” Education and Information Technologies, 2023, doi: 10.1007/s10639-022-11427-4.

K. A. Sweetser, K. D. Kelleher, and colleagues, “Multi-method analysis of transparency in social media practices: Survey, interviews and content analysis,” Public Relations Review, vol. 38, no. 3, pp. 511–514, 2012, doi: 10.1016/j.pubrev.2012.01.003.

M. Theunissen, “Transparency ideals in online PR: Between dialogue, control and authenticity,” Journal of Communication Management, 2024, doi: 10.1108/JCOM-02-2023-0028.

B. Briones, B. Kuch, B. F. Liu, and Y. Jin, “Keeping up with the digital age: How the American Red Cross uses social media to build relationships,” Public Relations Review, vol. 37, no. 1, pp. 37–43, 2011, doi: 10.1016/j.pubrev.2010.12.006.