Public Relations Strategy in Building a Positive Image of Local Value-Based School

The importance of building a positive school image through public relations strategies based on local values amid increasingly fierce competition in education. The purpose of this study is to analyze the public relations strategies implemented by MA Miftahul Ulum Roto Krucil, with a focus on the integration of local values in school communication and its impact on the institution's image. The method used is a qualitative approach with a case study design, involving in-depth interviews, participatory observation, and documentation. The research findings indicate that public relations strategies based on local values, such as the implementation of Saturday Studies, alumni involvement, and the use of social media, are effective in strengthening emotional bonds between the school and the community. Additionally, the internalization of values such as mutual cooperation and solidarity in school activities, along with the preservation of local culture, are key factors in building a positive school image in the public eye. This research provides significant contributions to the understanding and application of public relations strategies based on local values in an educational context and serves as a reference for other schools in developing more effective and contextually relevant communication strategies.