Ethical Communication in School Public Relations: A Qualitative Case Study in an Indonesian Primary School

Alfiyan Nur Falah; Nuphanudin

doi:10.56741/IISTR.pbpsp.002387

Authors

Alfiyan Nur Falah universitas negeri surabaya https://orcid.org/0009-0008-4827-4517
Nuphanudin
nuphanudinnuphanudin@unesa.ac.id
Universitas Negeri Surabaya https://orcid.org/0000-0001-5684-063X

DOI:

https://doi.org/10.56741/IISTR.pbpsp.002387

Keywords:

Communication Ethics, Dialogic Communication School, Public Relations, School–Family Communication, Stakeholder Participation, WhatsApp

Abstract

This study examines how communication ethics is practiced in public-relations interactions between SDN Lidah Wetan 2, a public elementary school in East Java, Indonesia, and its stakeholders. Drawing on dialogic communication as an analytical lens, it considers the intersection of respect, message clarity, responsiveness, stakeholder voice, and the affordances and limits of digital communication. A qualitative descriptive design involved eight purposively selected participants (one principal, two teachers, one public-relations-related staff member, and four parents); the original study reports observations, semi-structured interviews, and documentary material analyzed through an interactive process of reduction, display, and interpretation. Available accounts show courteous wording, attempts to respond to questions, and frequent use of class WhatsApp groups. They also reveal uneven understanding, delayed responses, and constraints on face-to-face interaction. The analysis distinguishes the efficient dissemination of information from meaningful reciprocal dialogue and proposes a four-dimension practice framework: respect, clarity, responsiveness, and inclusion. The findings identify plausible conditions for relational trust rather than demonstrate an increase in trust. As a single-school account with limited reproduced interview and documentary evidence, the study offers context-bound insights and priorities for more transparent school communication.

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Author Biographies

Alfiyan Nur Falah, universitas negeri surabaya

is a student of the Educational Management Study Program, Faculty of Education, State University of Surabaya. Currently active in academic and organizational activities that support competency development in the field of education management. His areas of interest include education management, education personnel management, educational public relations (PR), organizational communication, and human resource management in educational institutions. The author has an interest in research related to school communication, school relations with stakeholders, and improving the quality of education. (email: 25010714029@mhs.unesa.ac.id).

Nuphanudin, Universitas Negeri 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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