The Role of Public Relations in Marketing Educational Services at Madrasah Aliyah Tahfidz Al-Qur'an Al Islami Pesanggaran Banyuwangi

Abstract

This study aims to analyze the role of public relations in marketing educational services at MA Tahfidz Al-Qur'an Al Islami to maintain the institution's existence and enhance its competitiveness amid educational competition. The research employs a qualitative approach with a case study design to provide in-depth information on the communication strategies implemented by public relations in building the school's image, disseminating information, and establishing communication with stakeholders. Data collection methods include interviews with the school principal, public relations officers, teachers, and parents, participatory observations of school activities, and documentation of promotional materials such as brochures, posters, social media, and activity archives. The data analysis follows an interactive model involving data reduction, data presentation, and conclusion drawing. The findings reveal that the public relations team at MA Tahfidz Al-Qur'an Al Islami plays three strategic roles in marketing educational services: managing the school's image through consistent publication of activities and achievements, disseminating important information in a timely and engaging manner across various media, and acting as a communication bridge with stakeholders to build sustainable support. These three roles have proven effective in increasing public trust, maintaining parental loyalty, and boosting the number of new student enrollments each year.