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STRATEGI HUMAS KEMENTERIAN AGAMA KULON PROGO YOGYAKARTA DALAM MENINGKATKAN CITRA PENDIDIKAN MTS MELALUI MEDIA PODCAST
The public perception that still places Madrasah Tsanawiyah (MTs) as a second-tier educational institution demands an effective communication strategy from the Public Relations Division of the Ministry of Religious Affairs. Creative and innovative efforts are required to build a positive image of madrasahs amid competition with public schools. The podcast was chosen as an alternative medium because it can convey messages in a humanistic, flexible, and easily accessible manner. This study aims to analyze the communication strategy of the Public Relations Office of the Ministry of Religious Affairs in Kulon Progo in utilizing podcasts to enhance the image of MTs education, including its implementation achievements as well as the supporting and inhibiting factors. This study employs a qualitative method with a descriptive approach. Informants were selected using purposive sampling based on the 3M criteria—Knowing, Experiencing, and Understanding—the podcast activities, involving the Public Relations Officer of the Ministry of Religious Affairs Kulon Progo and staff of the Madrasah Education Division (Dikmad). Data were collected through observations of the podcast production process, in-depth interviews, and documentation. Data analysis followed the Miles and Huberman model, which includes data reduction, data display, and conclusion drawing. The validity of the findings was ensured through source and technique triangulation. The results indicate that the public relations strategy through the podcast is implemented through well-planned content, a clearly defined target audience, and communicative delivery of madrasah information. Its impact is reflected in the strengthening of six forms of image: mirror image, current image, wish image, corporate image, multiple image, and performance image. This strengthened image contributed to an increase in student enrollment in several madrasahs, even though the overall number of MTs students in Kulon Progo has declined. Supporting factors include technological availability, the creativity of the PR team, and the active participation of madrasahs, while challenges arise from limited human resources and technical constraints. These findings offer practical insights for educational institutions in utilizing digital media to build a positive public image.
FAKULTAS ILMU TARBIYAH DAN KEGURUAN, UIN SUNAN KALIJAGA YOGYAKARTA
STRATEGI HUMAS KEMENTERIAN AGAMA KULON PROGO YOGYAKARTA DALAM MENINGKATKAN CITRA PENDIDIKAN MTS MELALUI MEDIA PODCAST (Text)
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