Management Process Of Public Relation in High School (FREE WRITING ASSIGNMENT)

Wednesday, September 14 2016 Jordan (me), Rika, and Putri conducted interviews to SMAI Sinar Cendekia. Sinar Cendekia is the institution which is located on Jl. Raya Astek Lengkong Gudang Timur No.10, South Tangerang. Sinar Cendekia is Rika's high school. Our objective is to know the management process of the Public Relation and to analyze how important the role of Public Relations at the school.

Based on information obtained from Mrs. Derry Permatasari, SH, as the head of Public Relation, that Public Relation organizations in this school is new, formerly Public Relation activities are still managed by each school such as elementary, junior high and high school, not in an integration institution. The last Public Relation function just school promote through social media such as Facebook, Instagram. But starting this year, the public relations function is recognized as an important part of the Sinar Cendikia foundation, so that was formed as a separate part which is directly under the chairman of the Sinar Cendikia foundation.

PR program

First, improve the internal organization, namely how to change the mindset of the individual teachers, employees and staff of the importance of public relations function, which each have a responsibility. Conducted training for teachers and staff every Saturday for a month-end, improve the quality of employees and public relations skills. Besides continuing promotional program of the school.

Second, the external program is the relationship with other institutions, such as inviting MPS, Outing, OJK in school activities and make the MOU of cooperation with the agency.

Both of these programs have not been organized in a clear time table and no PR activity reporting system, so that the impression is not neat. 

To support the PR activities are special budget but have not managed directly by the PR section, but still under the control of the Sinar Cendikia Foundation.

Function Public Relations

Public Relation in Sinar Cendikia School can be concluded, as follow :
1. Promotion school through Social Media like Facebook, Instagram, and Twitter.
2. Relations with the government
3. Marketing communication like doing the open house, creating banners, flyers
4. Relationships with the community that the community around the school.

However, In our view that PR function did not cover the public relations function as a whole, we think there is have no relationship with the media, handling public relations crisis, exposing Social Responsibility program. PR understood as limited to marketing communications, promotion and relationship with government schools or other institutions, has not been widely PR functions.