Madrasah Public Relations Strategy in Building a Positive Image Based on Islamic Values

DOI: https://doi.org/10.33650/al-tanzim.v10i1.13537

Authors (s)


(1) * Sudadi Sudadi   (Universitas Islam Sultan Aji Muhammad Samarinda)  
        Indonesia
(2)  Hifni Hifni   (Universitas Islam Sultan Aji Muhammad Samarinda)  
        Indonesia
(3)  Muhammad Taufiqqurahman   (Universitas Islam Sultan Aji Muhammad Samarinda)  
        Indonesia
(4)  Suharyatun Suharyatun   (Universitas Islam Sultan Aji Muhammad Samarinda)  
        Indonesia
(*) Corresponding Author

Abstract


This study aims to explore madrasah public relations strategies for building a positive institutional image grounded in Islamic values in the digital era. This study used a qualitative case study design. Data were collected through in-depth interviews, participant observation, and document and digital content analysis. Data were then analyzed using the interactive model of Miles, Huberman, and Saldaña. The results indicate that digital public relations practices at the madrasah are implemented through a structured communication system utilizing websites and social media as the primary channels. Islamic values, such as tabayyun (references), politeness of language, and publication ethics, are effectively integrated into the process of content planning, verification, and dissemination. This strategy is supported by leadership commitment, a collaborative culture among teachers and students, and adequate digital infrastructure. However, this study also identified several challenges, including limited time for administrators, variations in digital literacy, and the lack of standard procedures for managing public interactions on social media. Overall, this study confirms that integrating Islamic values into digital public relations practices not only strengthens the institution’s image but also increases public trust and credibility in the madrasah.

Keywords

Madrasah Public Relations, Digital Communication, Islamic Values, Institutional Image



Full Text: PDF



References


Al-Kandari, A. A., Gaither, T. K., & Dashti, A. A. (2025). Toward an Islamic Public Relations Theory (IPRT): A Critical/Cultural Analysis of Religious Instagram Posts of Islamic Banks in Kuwait. Public Relations Review, 51(5). https://doi.org/10.1016/j.pubrev.2025.102638

Alshammari, M. M., & Alshammari, S. S. M. (2025). Towards Examining the Effects of Cultural and Contextual Factors on Ethical Signaling in Digital Public Relations (PR). Studies in Media and Communication, 13(2), 23–37. https://doi.org/10.11114/smc.v13i2.7340

Andersson, R. (2025). Strategic Communication and Value Creation: A Process Theoretical Understanding of Value Formation in Strategic Communication Management. Public Relations Review, 51(2). https://doi.org/10.1016/j.pubrev.2025.102559

Ansoriyah, F. (2025). The Anthropology of Amanah: Negotiating Islamic Public Values in Zakat Institutions of Surakarta, Indonesia. Asian Anthropology, 1–3. https://doi.org/10.1080/1683478X.2025.2602365

Arceneaux, P. (2024). Value Creation Through Organizational Storytelling: Strategic Narratives in Foreign Government Public Relations. Public Relations Review, 50(2). https://doi.org/10.1016/j.pubrev.2024.102433

Arrese, Á. (2024). Institutional and Non-Institutional News Trust as Predictors of COVID-19 Beliefs: Evidence from Three European Countries. Public Understanding of Science, 33(4), 430–446. https://doi.org/10.1177/09636625231217081

Bicer, A., Quiroz, F., & Aldemir, T. (2025). Revealing Student Processes in a Mathematics Classroom: An In-Depth Instrumental Case Study. Learning, Culture and Social Interaction, 52. https://doi.org/10.1016/j.lcsi.2025.100905

Christou, P. A. (2025). Looking Beyond Numbers in Qualitative Research: From Data Saturation to Data Analysis. Qualitative Report, 30(1), 3088–3100. https://doi.org/10.46743/2160-3715/2025.7560

Dey, M., Marti, L., Helbling, L. A., & Jorm, A. F. (2022). Non-Participation in Epidemiological School-Based Surveys: Using Mixed Methods to Study Predictors and Modes of Justification for (Non-)Participation at the School Level. International Journal of Social Research Methodology, 25(2), 171–182. https://doi.org/10.1080/13645579.2020.1864088

Eyo, N. A., & Hasan, N. A. M. (2021). The Influence of Self-Efficacy in Ethical Consideration and Decision-Making Processes: Views from Malaysian Public Relations Practitioners. Romanian Journal of Communication and Public Relations, 23(3), 25–45. https://doi.org/10.21018/rjcpr.2021.3.332

Fu, J. S., & Wang, R. (2024). Multiple Pathways to Organizational Legitimacy: Information Visibility, Organizational Listening, and Cross-Sector Partnerships. Public Relations Review, 50(4). https://doi.org/10.1016/j.pubrev.2024.102484

Guo, Y., & Zhou, L. (2025). (Trans)Locality in Social Media News Engagement: Geographic Effects on the Quality of Online Discussion. Digital Journalism. https://doi.org/10.1080/21670811.2025.2554246

Halldórsson, H. B. (2025). Who Can You Trust? Integrating Ethical Dilemmas in Graphic Design Education: Insights from Professional Practice. Design Principles and Practices, 19(1), 25–45. https://doi.org/10.18848/1833-1874/CGP/v19i01/25-45

Harness, D., Ganesh, S., & Stohl, C. (2024). Visibility Agents: Organizing Transparency in the Digital Era. New Media and Society, 26(10), 5575–5596. https://doi.org/10.1177/14614448221137816

Hermansah, T. (2022). Improving the Literacy Quality of Public Communication COVID-19 Pandemic Madrasah-Based Educational Institutions Through Digital Skills. Jurnal Ilmu Dakwah, 42(1), 111–130. https://doi.org/10.21580/jid.v42.1.11342

Laari, L. (2025). Inductive-Deductive Qualitative Data Analysis Logic in Health Sciences Research: A Framework for Analysing Qualitative Data. International Journal of Qualitative Methods, 24. https://doi.org/10.1177/16094069251381706

Lim, J. S., Lee, C., Shin, D., Kim, J., & Zhang, J. (2025). Perceived Stakeholder Engagement in Corporate Data Responsibility (CDR) Communication and Its Relationship With Trust in Generative AI Systems: The Mediating Role of Algorithmic and Institutional Responsibility. Journal of Public Relations Research, 37(5), 447–469. https://doi.org/10.1080/1062726X.2025.2501552

Lim, J. S., & Zhang, J. (2025). Stakeholder Engagement and Authenticity in Corporate Social Advocacy: Pathways to Corporate Reputation via Perceived Legitimacy. Journal of Public Relations Research, 37(5), 470–497. https://doi.org/10.1080/1062726X.2025.2494517

Liu, X., Qi, L., Wang, L., & Metzger, M. J. (2025). Checking the Fact-Checkers: The Role of Source Type, Perceived Credibility, and Individual Differences in Fact-Checking Effectiveness. Communication Research, 52(6), 719–746. https://doi.org/10.1177/00936502231206419

Lochmiller, C. R. (2021). Conducting Thematic Analysis With Qualitative Data. Qualitative Report, 26(6), 2029–2044. https://doi.org/10.46743/2160-3715/2021.5008

Lu, P., & Shelley, M. (2023). Testing the Missingness Mechanism in Longitudinal Surveys: A Case Study Using the Health and Retirement Study. International Journal of Social Research Methodology, 26(4), 439–452. https://doi.org/10.1080/13645579.2022.2049509

Marschlich, S., & Ingenhoff, D. (2021). The Role of Public Relations in Corporate Diplomacy: How Relationship Cultivation Increases Organizational Legitimacy. Journal of Public Relations Research, 33(2), 86–105. https://doi.org/10.1080/1062726X.2021.1981332

Matthews, W. (2021). Reflective Ontology and Intuitive Credibility in Chinese Six Lines Prediction. Social Analysis, 65(2), 103–123. https://doi.org/10.3167/sa.2021.650206

Maulidi, A. (2025). The Effect of Emotional Intelligence and Self-Efficacy on the Sense of Dark Humor in Students of the Faculty of Psychology, State Islamic University of Maulana Malik Ibrahim Malang. Journal of Psychological Insight, 1(2), 92–105.

Maulidy, A., & Sanjani, M. A. F. (2025). Social Media Influence on Consumerism Trends Among College Students. Indonesian Journal of Education and Social Studies, 5(1), 16–28. https://doi.org/10.33650/ijess.v5i1.11682

McDonough, B., & Stephenson, S. (2024). A Bergsonian Analysis of Time in Qualitative Research: Understanding Lived Experiences of Street Homeless People in Moscow. Qualitative Research, 24(2), 249–268. https://doi.org/10.1177/14687941221129809

Muhammad, E., Sudarma, M., Djamhuri, A., Adib, N., & Eliwa, Y. (2024). Ethical Values of Public Accountant: A Critical Perspective of Rational-Religious of Hamka. Journal of Islamic Accounting and Finance Research, 6(2), 183–202. https://doi.org/10.21580/jiafr.2024.6.2.23095

Müller, N. (2022). Public Relations and Dissent: Anti-Racism Digital Advocacy Portuguese Case Study. Communication and Society, 35(2), 19–35. https://doi.org/10.15581/003.35.2.19-35

Rodin, P. (2023). Institutional (Dis)Trust and Online Participation Roles in Vaccination Communication as Public Engagement. Javnost, 30(3), 392–407. https://doi.org/10.1080/13183222.2023.2223112

Saleem, R. M. A. (2023). Jewish Civilizationism in Israel: A Unique Phenomenon. Religions, 14(2). https://doi.org/10.3390/rel14020268

Sawyer, A. T., Bailey, A. K., & Harris, S. L. (2024). Understanding Unit-Based Nurse Leader Experiences in a Psychoeducational Group Program: A Qualitative Study. Frontiers in Organizational Psychology, 2. https://doi.org/10.3389/forgp.2024.1433400

Seawright, L., Hodges, A., & Ponce, T. (2025). “Is This Ethical?” New Data on the Ethical Principles and Practices of Document Design. Journal of Technical Writing and Communication. https://doi.org/10.1177/00472816251342582

Shin, J. H. (2023). Moral Conflict and Dynamic Equilibrium: Public Relations as Strategic Conflict Management. Public Relations Review, 49(3). https://doi.org/10.1016/j.pubrev.2023.102321

Strauß, N., Cinceoglu, V., Binder-Tietz, S., & Oliva Alvarado, I. (2025). ESG Communication as a Strategic Public Relations Function: A Framework for Excellence. Journal of Public Relations Research. https://doi.org/10.1080/1062726X.2025.2590078

Suárez-Álvarez, R., & Pastor-Rodríguez, A. (2025). Risks in Children’s Digital Visibility and Vulnerability: Sharenting in France, Italy, Spain, and the United Kingdom. European Public & Social Innovation Review, 11, 1–21. https://doi.org/10.31637/epsir-2026-2101

Vella, J. (2024). In Pursuit of Credibility: Evaluating the Divergence Between Member-Checking and Hermeneutic Phenomenology. Research in Social and Administrative Pharmacy, 20(7), 665–669. https://doi.org/10.1016/j.sapharm.2024.04.001

Veronika, E., & Hasan Baharun. (2024). Overcoming Academic Challenges: The Role of Self-Efficacy in Reducing Student Burnout in PAI Learning. Journal of Social Studies and Education, 1(2), 73–86. https://doi.org/10.61987/jsse.v1i2.517

Yu, A. P. L. (2024). Understanding How Organizational Culture Shapes the Experiences of Direct Support Professionals: A Qualitative Meta-Synthesis From an Organizational Justice Perspective. Journal of Intellectual Disabilities. https://doi.org/10.1177/17446295241278826


Dimensions, PlumX, and Google Scholar Metrics

10.33650/al-tanzim.v10i1.13537


Refbacks

  • There are currently no refbacks.


Copyright (c) 2026 Sudadi, Hifni, Muhammad Taufiqqurahman, Suharyatun

Creative Commons License
 
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Al-Tanzim : Jurnal Manajemen Pendidikan Islam
Published by Lembaga Penerbitan, Penelitian, dan Pengabdian kepada Masyarakat (LP3M) of Nurul Jadid University, Paiton, Probolinggo, East Java, Indonesia.