Public Relations as an Agent of Social Change: Reflections on Onschool Indonesia's Internal and External Activities

The role of public relations in the digital era and the age of information disclosure is increasingly important and strategic, especially in forming a positive image, strengthening relationships with various parties, and encouraging community empowerment, both within the organization and outside the organization. This research aims to explore how Onschool Indonesia carries out internal and external public relations officer activities in the context of organizational and community empowerment. This research uses a qualitative approach with a case study research design, data collection techniques are carried out through interviews and direct observation methods in the field, and data analysis techniques use three main stages, namely filtering relevant data (reduction), systematic data preparation (display), and drawing conclusions based on the findings that have been analyzed. The results of the study show that Public Relations Onschool Indonesia carries out internal activities to strengthen communication and volunteer engagement, as well as external activities that focus on digital literacy, media training, and strategic partnerships to build a positive image of the organization. The suggestion from this study is that the internal and external public relations barriers of Onschool Indonesia can be overcome through strengthening volunteer management, the use of digital technology, community-based educational approaches, and adaptive and regulatory compliance strategic partnerships. Keywords: Public Relations; Internal; External; Agent of Social Change; Community Empowerment