MANAJEMEN HUBUNGAN MASYARAKAT DALAM MENINGKATKAN CITRA MADRASAH (Studi Multisitus di MAN Surabaya dan MAN 1 Gresik)

MUHAMMAD YAHYA, 1890501230015 and IMAM FU'ADI, 196903311994031002 and ASROP SAFI'I, 196909182000031002 (2026) MANAJEMEN HUBUNGAN MASYARAKAT DALAM MENINGKATKAN CITRA MADRASAH (Studi Multisitus di MAN Surabaya dan MAN 1 Gresik). [ Disertasi ]

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Abstract

Abstrak Muhammad Yahya, 2026, Manajemen Hubungan Masyarakat Dalam Meningkatkan Citra Madrasah (Studi Multisitus di MAN Kota Surabaya dan MAN 1 Gresik). Doktor, prodi Manajemen Pendidikan Islam Pascasarjana Universitas Islam Negeri Sayyid Ali Rahmatullah Tulungagung. Promotor 1 Prof. Dr. H. Imam Fuadi, M.Ag, Promotor II Prof. Dr. H. Asrop Safi’i, M.Ag. Kata Kunci: Manajemen Humas, Citra Madrasah Keberadaan madrasah pernah dihadapkan pada fenomena di mana masyarakat kurang tertarik untuk memilih lembaga-lembaga pendidikan Islam bukan karena telah terjadi pergeseran nilai atau ikatan keagamaannya yang mulai memudar, melainkan karena sebagian besar lembaga tersebut (dianggap) kurang menjanjikan masa depan dan kurang responsif terhadap tuntutan masyarakat. Penelitian ini bertujuan untuk menganalisis dan menemukan:1) komunikasi yang baik, 2) hubungan antar individu, 3) manajemen cadangan, 4) pembangun citra yang baik dalam meningkatkan Citra madrasah MAN Surabaya di MAN 1 Gresik. Penelitian ini menggunakan pendekatan kualitatif, jenis situs dengan rancangan multisitus. Teknik pengumpulan data yang dipergunakan meliputi: wawancara mendalam, observasi partisipan, dan dokumentasi. Data yang telah terhimpun dilakukan pengorganisasian, penafsiran dan dianalisis secara berulang hingga ke lintas situs, sehingga terdapat temuan penelitian. Teknik analisis data menggunakan alur data koleksion, reduksi data, display data dan verifikasi (penarikan kesimpulan). Hasil penelitian ini menunjukkan: 1) Komunikasi yang baik meningkatkan citra MAN Kota Surabaya dan MAN 1 Gresik melalui: Strategic communication lead, brand icon atau brand champion, digital transparency, in-house branding, edu-personal communication, achievement showcase, service excellence, peer-social interaction, creative content, ethics in action, academic excellence culture, direct dan indirect communication, building trust atau relationship growth. 2) Hubungan antar individu meningkatkan citra MAN Kota Surabaya dan MAN 1 Gresik melalui alumni network, stakeholder network, active collaboration, public transparency, social integration, open harmony, digital public relation, CRM System, PR SOP, alumni empowerment, strategic partnership, real action, building relations, shared understanding, public support, social media, customer survey.3) Manajemen cadangan meningkatkan citra MAN Kota Surabaya dan MAN 1 Gresik dikuatkan dengan keamanan digital, HR atau Manajemen SDM, hybrid storage, cloud system, arsip manual, multi- layer security, respon publik, leadership policy. 4) Pembangun citra yang baik meningkatkan citra MAN Kota Surabaya dan MAN 1 Gresik dengan menetapkan strategi citra, brand madrasah, publikasi prestasi, peran humas, kepercayaan produk, kolaborasi komunitas, reputasi, digitalisasi, virtual open house, pengaduan responsif, identitas visual.Temuan formal penelitian ini adalah manajemen hubungan masyarakat dalam meningkatkan citra madrasah berbasis community-vocational digitalization model. Abstract Muhammad Yahya, 2026. Public Relations Management in Enhancing the Image of Madrasah (A Multi-Site Study at MAN Kota Surabaya and MAN 1 Gresik). Doctoral Dissertation, Department of Islamic Education Management, Postgraduate Program, State Islamic University Sayyid Ali Rahmatullah Tulungagung. Prof. Dr. Imam Fuadi, M.Ag Promoter I and Prof. Dr. Asrop Safi’i, M.Ag Promoter II. Keywords: Public Relations Management, Madrasah Image The existence of madrasahs has at times faced a phenomenon in which society shows less interest in choosing Islamic educational institutions—not because of a shift in values or a weakening of religious ties, but rather because many of these institutions are perceived as offering limited prospects for the future and being less responsive to societal demands. This study aims to analyze and identify: (1) the good communication, (2) the relationships, (3) the back-up management, and (4) the good image makers in enhancing the image of madrasahs, specifically at MAN Kota Surabaya and MAN 1 Gresik. This study employs a qualitative approach with a multi-site design. The data collection techniques used include in-depth interviews, participant observation, and documentation. The collected data were organized, interpreted, and repeatedly analyzed across sites, leading to the emergence of research findings. The data analysis techniques followed the flow of data collection, data reduction, data display, and verification (conclusions). ResearchFindings The results of this study show: 1) Good Communication Enhancing the image of madrasahs at MAN Kota Surabaya and MAN 1 Gresik through: Strategic communication leadership, brand icon or brand champion, digital transparency, in-house branding, edu-personal communication, achievement showcase, service excellence, peer-social interaction, creative content, ethics in action, academic excellence culture, direct and indirect communication, and building trust or relationship growth. 2) Relationships improving the image of madrasahs at MAN Kota Surabaya and MAN 1 Gresik through: Alumni network, stakeholder network, active collaboration, public transparency, social integration, open harmony, digital public relations, CRM system, PR standard operating procedures, alumni empowerment, strategic partnerships, real action, building relations, shared understanding, public support, social media, and customer surveys.3) Back-up management strengthening the image of madrasahs at MAN Kota Surabaya and MAN 1 Gresik through: Digital security, human resource management, hybrid storage, cloud systems, manual archiving, multi-layer security, public response, and leadership policy. 4) Good image makers enhancing the image of madrasahs at MAN Kota Surabaya and MAN 1 Gresik by establishing: Image strategies, madrasah branding, achievement publications, the role of public relations, product trust, community collaboration, reputation, digitalization, virtual open house, responsive complaints handling, and visual identity. the formal finding of this research is that public relations management in enhancing the image of madrasahs is based on a community-vocational digitalization model.

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