Digital Communication within School Public Relations Management: A Multi-Site Study of Educational Quality

Digital communication has become an important component of school public relations because it allows faster information exchange and more direct interaction with parents and community stakeholders. This study examined public relations management at three public senior high schools in Kendari, Indonesia, with particular attention to the digital communication practices that emerged across the sites and their contribution to educational quality. A qualitative multi-site case study approach was employed. Data were obtained through in-depth interviews, non-participant observation, and document review and were analyzed within and across the three sites. WhatsApp was the main digital channel for daily school-parent communication, particularly through homeroom teachers. SMA Negeri 6 Kendari showed the most structured and collaborative communication practices, while SMA Negeri 2 Kendari depended more on individual initiatives and SMA Negeri 8 Kendari used a more situational approach. Digital communication supported information transparency, parent-school coordination, student guidance, participation, and public trust. However, access to technology alone did not ensure effective public relations. Inconsistent communication standards, short-notice messages, unequal parent responses, limited documentation, and weak follow-up reduced its effectiveness. Effective digital communication therefore depended on its integration with planning, stakeholder participation, evaluation, and continuous follow-up.