Social Media-Based Public Relations Strategies for Strengthening Institutional Image in Educational Institutions
Keywords:
Public Relations, Social Media Strategy, Institutional Reputation, Digital Communication, Educational DevelopmentAbstract
Educational institutions increasingly utilized digital communication platforms to strengthen institutional visibility and public engagement. However, many institutions still experienced difficulties in strategically managing social media as a public relations tool to support institutional image development and communication effectiveness. Limited communication strategies often reduced stakeholder interaction and weakened institutional reputation in digital environments.
This study investigated the role of social media-based public relations strategies in strengthening institutional image in educational institutions.
The contribution of this research was to provide an educational development perspective on how digital communication practices could enhance institutional reputation and stakeholder engagement.
A qualitative descriptive approach was employed. Data were collected through interviews, documentation, and observation of institutional social media communication practices. The data were analyzed using an interactive qualitative analysis model.
The results showed that social media significantly supported institutional communication and public relations activities. Strategic content management improved information dissemination and increased audience engagement. Social media also enhanced institutional visibility and strengthened public trust. In addition, consistent digital communication facilitated transparent interaction between institutions and stakeholders.
In conclusion, social media-based public relations strategies played a crucial role in strengthening institutional image and improving communication effectiveness in educational institutions.
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