ICT-Driven Public Relations: Enhancing Communication Quality in Islamic Educational Institutions
DOI:
https://doi.org/10.71392/jrem.v4i2.27Keywords:
ICT, Quality of Public Relations, EducationAbstract
This study examines the use of information and communication technology (ICT) to optimize the quality of public relations in Islamic educational institutions. The study employed a qualitative approach to explore how ICT is utilized to strengthen communication, information dissemination, and relationships between educational institutions and their surrounding communities. Data were collected through in-depth interviews and participatory observations involving students, teachers, administrative staff, parents, and community members. The data were analyzed thematically to identify patterns, meanings, and interpretations related to ICT utilization in enhancing public relations quality. The findings reveal two main aspects. First, ICT utilization contributes to improving educational quality and institutional-community relations by supporting adequate technological facilities, facilitating accessible information, and strengthening two-way communication. Appropriate institutional support and continuous training are essential to ensure that teachers and staff can effectively utilize digital technologies. Second, ICT facilitates more responsive and participatory public relations by enabling faster information exchange, broader community access, and sustained communication. However, challenges related to technological infrastructure, digital competencies, and human resource readiness remain significant barriers to maximizing ICT-based public relations. These findings indicate that ICT should not be viewed merely as a communication tool but as a strategic resource for developing transparent, inclusive, and sustainable public relations. Effective ICT integration can therefore strengthen institutional credibility, community engagement, and educational quality in Islamic educational institutions.
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