Digital public relations strategies for strengthening student enrollment interest in madrasahs

This study examines public relations strategies used to strengthen student enrollment interest at MTs Al-Jauharen, Jambi City, through the four-step model of Cutlip, Center, and Broom. A qualitative case study design was employed. Data were collected through in-depth interviews with the principal, public relations staff, parents, and students, supported by observation and document analysis. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, and credibility was strengthened through source and technique triangulation and member checking. The findings show that public relations activities were implemented through fact-finding, planning, action and communication, and evaluation. Digital promotion, school visits, achievement publication, parent communication, and community engagement were used to strengthen institutional image and public trust. Supporting factors included institutional commitment and staff competence, while increasing competition and limited promotional resources remained key challenges. The study highlights the importance of integrated and community-oriented public relations management in madrasahs.