Peningkatan mutu sekolah melalui manajemen hubungan masyarakat

Tujuan penelitian ini yakni untuk mendeskripsikan, (1) manajemen hubungan masyarakat dengan sekolah, (2) prosedur operasional hubungan masyarakat di sekolah, dan (3) peran kepala sekolah dalam meningkatkan mutu sekolah. Metode penelitian menggunakan pendekatan kualititatif dengan rancangan penelitian studi kasus. Lokasi penelitian di SMPN 15 Malang. Teknik pengumpulan data diperoleh melalui observasi, wawancara mendalam dan studi dokumentasi. Hasil penelitian ini yakni (1) manajemen hubungan masyarakat dalam peningkatan mutu sekolah secara internal maupun eksternal meliputi dimensi perencanaan, pelaksanaan dan evaluasi pihak sekolah dalam merancang program-program sekolah, (2) prosedur operasional hubungan masyarakat di sekolah meliputi pertemuan kepala sekolah dengan komite dan masyarakat dalam mensosialisasikan citra sekolah serta pengadaan infrastruktur sarana dan prasarana pendidikan, pertemuan unsur sekolah dengan orang tua peserta didik untuk pengambilan buku raport siswa, mengatur strategi hubungan kerjasama unsur sekolah seperti; perkemahan, gotong royong, visit school, serta kegiatan perlombaan, dan mengatur koordinasi hubungan kerjasama antar lembaga pendidikan terhadap feedback penyelenggaraan program kerja sekolah, dan (3) peran pemimpin sekolah yakni dengan mengaplikasikan konsep manajemen pendidikan, serta monitoring pada setiap aspek komponen manajemen pendidikan di sekolah.Kata kunci: Kepemimpinan kepala sekolah, manajemen hubungan masyarakat, mutu sekolahSchool quality improvement through public relationship managementAbstractThe purpose of this study is to describe, (1) management of public relations with schools, (2) operational procedures for public relations in schools, and (3) the role of principals in improving school quality. The research method uses a qualitative approach with a case study research design. The research location is in SMPN 15 Malang. Data collection techniques were obtained through observation, in-depth interviews and documentation studies. The results of this study are (1) management of public relations in improving the quality of schools internally and externally covering the dimensions of planning, implementation and evaluation of the school in designing school programs, (2) operational procedures for community relations in schools including meeting principals with committees and the community in disseminating the image of the school as well as the procurement of educational facilities and infrastructure infrastructure, meeting elements of the school with parents of students to retrieve student report, set up strategy of cooperative relations between school elements such as; camp, mutual cooperation, visit school, and event activities, and regulate the coordination of collaborative relationships between educational institutions with regard to feedback on the implementation of school programs, and (3) the role of principal by applying educational management concepts and monitoring on every aspect of education management components in school.Keywords: Principal leadership, public relationship management, school quality