STRATEGI HUMAS DALAM MEMBANGUN SCHOOL BRANDING MELALUI ORGANISASI CREATIV STUDIO DI SMP NEGERI 4 SURABAYA

PUBLIC RELATIONS STRATEGY IN BUILDING SCHOOL BRANDING THROUGH THE CREATIV STUDIO ORGANIZATION AT SMP NEGERI 4 SURABAYA

ABSTRAK

STRATEGI HUMAS DALAM MEMBANGUN SCHOOL BRANDING MELALUI ORGANISASI CREATIV STUDIO DI SMP NEGERI 4 SURABAYA

Penelitian ini dilatarbelakangi oleh pentingnya strategi humas dalam membangun school branding pada lembaga pendidikan negeri di tengah persaingan antarsekolah yang semakin ketat, khususnya dalam memanfaatkan organisasi siswa berbasis multimedia sebagai media komunikasi. Penelitian ini bertujuan untuk mendeskripsikan perumusan konsep school branding, menganalisis upaya humas dalam memperkuat branding melalui kegiatan dan konten, menganalisis sumber daya sekolah sebagai faktor pendukung, serta mendeskripsikan proses evaluasi school branding yang dibangun melalui organisasi Creativ Studio di SMP Negeri 4 Surabaya. Penelitian ini menggunakan pendekatan kualitatif dengan jenis studi kasus. Data dikumpulkan melalui wawancara mendalam dengan kepala sekolah, wakil kepala sekolah bidang humas, guru pembina, dan siswa anggota Creativ Studio, serta melalui observasi dan studi dokumentasi. Keabsahan data diuji melalui triangulasi sumber dan triangulasi teknik. Hasil penelitian menunjukkan bahwa perumusan school branding dilakukan secara kolaboratif oleh kepala sekolah, humas, dan pembina Creativ Studio dengan mengangkat slogan “Sekolah Sang Juara” yang berlandaskan nilai karakter dan prestasi siswa. Humas memperkuat branding melalui strategi konten multi-platform yang terstruktur dengan produksi konten rutin oleh siswa. Sumber daya sekolah yang terbatas dioptimalkan melalui dukungan dana BOS Kinerja, struktur organisasi yang sistematis, dan kebijakan kelonggaran penggunaan gawai. Evaluasi dilakukan secara berjenjang (mingguan, bulanan, dan tahunan) dengan memadukan data statistik media sosial dan umpan balik kualitatif. Penelitian ini menyimpulkan bahwa pelibatan siswa dalam organisasi Creativ Studio menjadi model strategi humas yang autentik dan partisipatif dalam membangun school branding di sekolah menengah pertama.

Kata kunci: strategi humas, school branding, Creativ Studio, organisasi siswa, sekolah menengah pertama

ABSTRACT

PUBLIC RELATIONS STRATEGY IN BUILDING SCHOOL BRANDING THROUGH THE CREATIV STUDIO ORGANIZATION AT SMP NEGERI 4 SURABAYA

This research was motivated by the importance of public relations strategy in building school branding at public educational institutions amid increasingly tight competition among schools, particularly in utilizing a multimedia-based student organization as a media communication. This study aims to describe the formulation of the school branding concept, analyze public relations efforts in strengthening branding through activities and content, analyze school resources as a supporting factor, and describe the evaluation process of school branding built through the Creativ Studio organization at SMP Negeri 4 Surabaya. This research employed a qualitative approach with a case study design. Data were collected through in-depth interviews with the principal, the vice principal for public relations, the supervising teacher, and student members of Creativ Studio, as well as through observation and documentation study. The validity of the data was tested through source and technique triangulation. The results show that the formulation of school branding was carried out collaboratively by the principal, public relations, and the Creativ Studio supervisor by promoting the slogan “Sekolah Sang Juara” (The Champion School), grounded in the values of student character and achievement. Public relations strengthened the branding through a structured multi-platform content strategy with routine content produced by students. The school’s limited resources were optimized through funding support from the School Operational Assistance for Performance (BOS Kinerja), a systematic organizational structure, and a policy allowing flexible mobile phone use. Evaluation was conducted in stages (weekly, monthly, and annually), combining social media statistics with qualitative feedback. This study concludes that student involvement in the Creativ Studio organization represents an authentic and participatory model of public relations strategy in building school branding at the junior high school level.

Keywords: public relations strategy, school branding, Creativ Studio, student organization, junior high school