Digital transformation of educational public relations: Social media optimization strategies to build an excellent school image at Madrasah Tsanawiyah Zainul Hasan 1 Genggong Probolinggo
Abstract
In the era of the 4.0 industrial revolution and society 5.0, digital transformation has become an important strategy for educational institutions to strengthen their image and competitiveness. This study analyzes the implementation of digital public relations strategies at MTs Zainul Hasan 1 Genggong in optimizing social media to build an excellent school image, along with the challenges and impacts. Using a qualitative approach through observation, interviews, and documentation, the results show that school public relations now plays a role as an adaptive and creative strategic communication manager. Media such as Instagram, Facebook, YouTube, and TikTok are used in a planned manner through visual content, storytelling, live streaming, and collaboration with students and alumni. Despite facing limitations in human resources, organizational cultural resistance, and the risk of negative information, digital transformation has proven to increase public engagement, the number of new applicants, and external partnerships. In conclusion, social media optimization is not merely a means of communication, but an important instrument in building a school reputation that is excellent, innovative, and relevant to the times.
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