Reconstruction of Public Relations Communication in Educational Institutions: A Study at SMA Muhammadiyah 3 Surabaya

Naura Salsabila Nastiti; Nuphanudin; Erlina Wulandari

doi:10.56741/IISTR.pbpsp.002394

Authors

Naura Salsabila Nastiti Universitas Negeri Surabaya https://orcid.org/0009-0000-2716-9058
Nuphanudin
nuphanudinnuphanudin@unesa.ac.id
Universitas Negeri Surabaya https://orcid.org/0000-0001-5684-063X
Erlina Wulandari SMA Muhammadiyah 3 Surabaya

DOI:

https://doi.org/10.56741/IISTR.pbpsp.002394

Keywords:

Educational Management, Institutional Image, Public Relations, School Rules, Two-Way Communication

Abstract

Effective public relations (PR) management in educational institutions is essential for aligning school regulations with stakeholder expectations while maintaining a positive institutional image. Drawing on Legitimacy Theory, this study explores the reconstruction of PR communication strategies at SMA Muhammadiyah 3 Surabaya, particularly in reconciling strict disciplinary rules with flexible interaction patterns to secure social legitimacy. A descriptive qualitative approach with a field-study design was employed. Data were collected through direct observation, in-depth interviews with school management, teachers, school committee representatives, and parents, as well as analysis of school discipline documents for the 2025/2026 academic year. The findings show that internal communication is strengthened through a daily evaluative coordination forum conducted consistently after the morning recitation activity. Teacher-student interactions outside the classroom are also developed in a more fluid, personal, and humane manner. Although the school enforces strict disciplinary rules, including closing the gate at 06:45 and requiring late students to study from home, these measures have not generated substantial parental resistance. This outcome is supported by the PR function, which reframes regulatory firmness through interactive two-way communication, 24-hour personal consultation channels for urgent matters, and optimized home-visit programs. The study demonstrates that adaptive PR communication can reduce tension between institutional discipline and stakeholder expectations while preserving institutional authority and consistent regulatory implementation. It contributes to the formulation of a school-discipline-based PR communication model for strengthening social legitimacy, sustaining stakeholder trust, and enhancing the competitiveness of educational institutions in an increasingly dynamic and globalized educational environment.

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Author Biographies

Naura Salsabila Nastiti, Universitas Negeri Surabaya

is a student in the Educational Management program at Universitas Negeri Surabaya, Indonesia. She served as the lead author of this research article and coordinated the overall research and writing process, including manuscript preparation, revision, and finalization for submission. Her academic interests include educational management, school communication, and institutional public relations. (email: 25010714064@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).

Erlina Wulandari, SMA Muhammadiyah 3 Surabaya

is the Principal of SMA Muhammadiyah 3 Surabaya, Indonesia. She contributed to this study by providing institutional support, facilitating access to relevant operational documents, and offering contextual insights during the data collection process. Her professional interests include school leadership, educational management, stakeholder engagement, and institutional development. (email: smam3.surabaya@gmail.com).

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