Alifiansyah, Muhammad (2024) PENGELOLAAN DIGITAL PUBLIC RELATIONS SMP BUDI LUHUR DALAM MENYAMPAIKAN INFORMASI MELALUI INSTAGRAM @budiluhurschool.kt. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to analyze the management of digital public relations at SMP Budi Luhur in disseminating information through the Instagram platform @budiluhurschool.kt. Digital public relations play a vital role in building the image of educational institutions and enhancing audience engagement. This research adopts a qualitative approach with a case study method to understand the strategies, processes, and impact of social media management on institutional communication. Data were collected through in-depth interviews with the Instagram account administrators, content observations, and document analysis. The findings reveal that the management of SMP Budi Luhur's Instagram involves structured content planning, the use of engaging visuals and captions, and active interaction with the audience. This strategy aims to increase the participation of parents, students, and the community in supporting school activities. Other findings indicate that leveraging Instagram features such as Stories, Reels, and Live Streaming helps convey information more effectively and engagingly. Challenges include maintaining consistency in content management and limited resources. This study concludes that effective digital public relations management can strengthen SMP Budi Luhur's positive image in the public's perception while improving two-way communication with the audience. The implications of this research highlight the importance of training and human resource development to manage social media professionally.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengelolaan digital public relations SMP Budi Luhur dalam menyampaikan informasi melalui platform Instagram @budiluhurschool.kt. Digital public relations memegang peranan penting dalam membangun citra lembaga pendidikan serta meningkatkan keterlibatan dengan audiens. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus untuk memahami strategi, proses, serta dampak pengelolaan media sosial terhadap komunikasi institusi. Data dikumpulkan melalui wawancara mendalam dengan pengelola akun Instagram, observasi konten, dan analisis dokumentasi. Hasil penelitian menunjukkan bahwa pengelolaan Instagram SMP Budi Luhur melibatkan perencanaan konten yang terstruktur, penggunaan visual dan caption yang menarik, serta interaksi aktif dengan audiens. Strategi ini bertujuan untuk meningkatkan partisipasi orang tua, siswa, dan masyarakat dalam mendukung kegiatan sekolah. Temuan lain mengungkapkan bahwa pemanfaatan fitur Instagram seperti Stories, Reels, dan Live Streaming membantu menyampaikan informasi secara lebih efektif dan menarik. Tantangan yang dihadapi adalah konsistensi dalam mengelola konten dan keterbatasan sumber daya. Penelitian ini menyimpulkan bahwa pengelolaan digital public relations yang efektif dapat memperkuat citra positif SMP Budi Luhur di mata publik sekaligus meningkatkan komunikasi dua arah dengan audiens. Implikasi dari penelitian ini adalah pentingnya pelatihan dan pengembangan sumber daya manusia untuk mengelola media sosial secara profesional. | ||||||
| Uncontrolled Keywords: | Digital Public Relations, Social Media, Instagram, Institutional Communication, School Image, Content Management Digital Public Relations, Media Sosial, Instagram, Komunikasi Institusi, Citra Sekolah, Pengelolaan Konten | ||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Muhammad Alifiansyah | ||||||
| Date Deposited: | 28 Apr 2025 07:13 | ||||||
| Last Modified: | 28 Apr 2025 07:13 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/48275 |
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