Digital Public Relations and Family–School Communication in Indonesian Secondary Education: An Institutional Case Study
DOI:
https://doi.org/10.70211/wesw.v3i4.670Keywords:
School Public Relations, Digital Communication, Family–School Engagement, Educational Governance, Institutional AccountabilityAbstract
This study examines how State Senior High School 5 in Jambi City (SMA Negeri 5 Kota Jambi), Indonesia, organizes digital public relations and communication with families and community stakeholders. Methods: A descriptive qualitative case study drew on interviews, observations, and institutional documents. Results: The school combines semester-based planning, official website and social-media publications, parent WhatsApp groups, committee meetings, and principal-coordinated responses to misinformation. Available records report 4,969 Instagram followers and 2,567 TikTok users, but provide neither dated engagement trends nor direct measures of stakeholder perceptions. The analysis identifies eight organizational constraints: fragmented strategic planning, predominantly one-way messaging, uneven digital skills, limited evaluation, dependence on individual leadership, restricted use of analytics, weak external partnerships, and inconsistent visual identity. These findings suggest that digital outreach has developed faster than formal feedback and accountability mechanisms. Conclusion: The school has established multiple communication channels, but their contribution to public trust, equitable family participation, and student recruitment remains unmeasured. Priorities include clearer responsibilities, accessible feedback routes, communication staff development, and routine evidence-based evaluation.
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