STRATEGI HUMAS DALAM MEMBANGUN CITRA LEMBAGA PENDIDIKAN (Studi Deskriptif pada Erudio School of Art Jakarta)

Abstract

The study aims to scrutinize how to build the image of educational institutions. The research question posed is how the public relations of Erudio School of Art builds the image of an educational institution? The research approach is qualitative and the metod used is descriptive qualitative. The subject of this research is the image of educational instution and the object of this reseacrh is public relations strategy. Data obtained through in-depth interviews from key informant and seven informants. Data obtained through literature study and documentation from various media, both print and online. The result indicates that the characteristics in the public situational theory with the two way symetrical model consists of using communication to negotiate with the public, resolve conflict, and develop mutual understanding and mutual respect between the organization with the public effectively used to answer the strategy done by public relations of Erudio School of Art. The strategy used to communicate in negotiations with the public is to create activities such as workshops, exhibitions, school visit, and visit to art galleries. The strategy used to resolve conflict is through discussion. The strategy used to develop mutual understanding and mutual respect between organization (Erudio School of Art) and the public is to conduct evaluation among stakeholders, educate the the internal and external public, collaborate to plan the next strategy, and hold activities to maintain a harmonious relationship. The characteristic used to generate the conclusion that the public relations strategy of Erudio School of Art managed to build a positive image of an educational institution, but a lot still needs to be done to excell further development in the future.