This study examines how the optimization of public relations through social media plays a role in building branding and conveying information to realize the quality of school management. Using a qualitative approach with a multi-site research design at SMA Negeri 1 Manyar and SMA Negeri 1 Gresik, this research reveals the efforts of both schools in optimizing public relations through social media. The study employs data collection techniques including documentation, interviews, and observations. The validity techniques in this qualitative research include credibility testing, transferability testing, dependability testing, and confirmability testing.
The results show that, first, both schools have implemented branding strategies; they also demonstrate good visual consistency by using a clear logo, appealing visual representations, and consistently applied school mottos. Both schools have engaged various internal stakeholders in content production on social media, including teachers, students (especially the student council), and educational staff, and the optimization of public relations through social media has positively impacted school branding, evident from the levels of engagement and audience response.
Second, the authority structure in conveying clear information, organized coordination flow, distinctive and flexible communication style, the selection of relevant and strategic social media platforms, systematic prioritization and classification of information, and the content creation process involving various parties represent the implementation of public relations functions and the components of public relations optimization through social media. This indicates that effective public relations strategies utilizing social media are essential components in achieving optimal school management quality in the digital era.