Literature Review: Analisis Peran Humas Menerapkan Komunikasi Dua Arah Dalam Membangun Kemitraan Sekolah dan Masyarakat
DOI:
https://doi.org/10.55062//JEDIES.2024.v2i2.742/4Keywords:
Public Relations, Two-way communication, School and community partnershipAbstract
This research aims to examine the development of public relations theory and its implementation in the educational context, particularly regarding the two-way communication model developed by Grunig. The research method employs a literature study approach by analyzing various international research findings on public relations practices in schools. The results show that although the symmetrical two-way communication model is considered ideal, there are still significant gaps in its implementation within the school environment. Schools tend to implement one-way communication focusing on promotion and persuasion, neglecting aspects of dialogue and partnership with the community. The main challenges include limited competencies of public relations staff, underutilization of digital technology, and the dominance of control paradigms in school management. The digital era opens new opportunities to build more effective interactive communication, but requires fundamental transformation in schools' public relations approach. This research recommends developing a more structured public relations management system, enhancing staff competencies through cross-disciplinary education, optimizing digital media usage, and strengthening leadership roles in building a culture of dialogue with the community. The theoretical and practical implications of these findings contribute to the development of more effective public relations models in contemporary educational contexts
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References
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Bin Abdullah, T. B. A. (2023). The effectiveness of interactive communication channels in facilitating two-way communication between employees at STC. Egyptian Journal of Public Opinion Research, 22(3), 197–232.
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Goodall, J., & Montgomery, C. (2023). Parental involvement to parental engagement: A continuum. Mapping the Field, 158–169. https://doi.org/10.4324/9781003403722-13
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Gregory, A., Fawkes, J., Montoya-Martinez, E., & Turner, R. (2016). A global capability framework for the Public Relations and Communication Management profession. Huddersfield Business School.
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Mazreku, G., Birkhölzer, M., Cosgun, S., Kerber, A., Schmeck, K., & Goth, K. (2023). Impaired Personality Functioning in Children and Adolescents Assessed with the LoPF-Q 6-18 PR in Parent-Report and Convergence with Maladaptive Personality Traits and Personality Structure in School and Clinic Samples. Children, 10(7), 1186. https://doi.org/10.3390/children10071186
Myende, P. E., & Nhlumayo, B. S. (2022). Enhancing parent–teacher collaboration in rural schools: parents’ voices and implications for schools. International Journal of Leadership in Education, 25(3), 490–514. https://doi.org/10.1080/13603124.2020.1731764
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Rozi, M. A. F., & Arifin, B. (2020). Implementation of marketing strategies in educational institutions. Edukasi: Jurnal Pendidikan Islam, 8(1), 139–154.
Smith, R. D. (2020). Strategic planning for public relations. Routledge. https://doi.org/10.4324/9781003024071
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Turanina, N. A., Murashko, O. Y., Kulyupina, G. A., Zamanova, I. F., & Perepelkin, I. N. (2020). Scientific school image development of a university based on the system of public relations. International Journal of Criminology and Sociology, 9, 1935–1938. https://doi.org/10.6000/1929-4409.2020.09.226
Verger, A., Steiner-Khamsi, G., & Lubienski, C. (2020). The emerging global education industry: Analysing market-making in education through market sociology. In Globalisation and Education (pp. 179–194). Routledge. https://doi.org/10.4324/9780429464454-9
Wells, T. C. (2015). The Ties that Bind: Understanding the" Relationships" in Community College Alumni Relations. North Carolina State University.
Widianto, E. (2024). Adaptasi Personil Humas Pemerintah di Era Komunikasi Digital Berbasis Teknologi. Ragam Praktik Public Relations Dan Riset Virtual, 83.
Wijaya, M. H., Khoir, A., & Zaini, A. W. (2022). Fostering Public Trust: The Transformative Leadership of School Principals. Indonesian Journal of Education and Social Studies, 1(1), 51–62. https://doi.org/10.33650/ijess.v1i1.3475
Zahroh, L. A. (2022). Public Relations Management in Building School Image: A Case Study. Al-Tanzim: Jurnal Manajemen Pendidikan Islam, 6(2), 501–510. https://doi.org/10.33650/al-tanzim.v6i2.3434
Zeng, W. (2024). Reconstructing news values of the frenemy through journalistic translation on WeChat.
Andy, A., & Purwanti, A. (2021). Communication Technician: One Of The Roles Of Yehonala School Public Relations In Maintaining Image. COMMENTATE: Journal Of Communication Management, 2(2), 129–140.
Ayman, U., Kaya, A. K., & Kuruç, Ü. K. (2020). The impact of digital communication and PR models on the sustainability of higher education during crises. Sustainability, 12(20), 8295. https://doi.org/10.3390/su12208295
Berchin, I. I., de Aguiar Dutra, A. R., & Guerra, J. B. S. O. de A. (2021). How do higher education institutions promote sustainable development? A literature review. Sustainable Development, 29(6), 1204–1222. https://doi.org/10.1002/sd.2219
Bin Abdullah, T. B. A. (2023). The effectiveness of interactive communication channels in facilitating two-way communication between employees at STC. Egyptian Journal of Public Opinion Research, 22(3), 197–232.
Bryan, J., Williams, J. M., & Griffin, D. (2020). Fostering educational resilience and opportunities in urban schools through equity-focused school–family–community partnerships. Professional School Counseling, 23(1_part_2), 2156759X19899179. https://doi.org/10.1177/2156759X19899179
Day, C., Sammons, P., & Gorgen, K. (2020). Successful School Leadership. Education Development Trust.
Dutta, V., & Sahney, S. (2022). Relation of principal instructional leadership, school climate, teacher job performance and student achievement. Journal of Educational Administration, 60(2), 148–166. https://doi.org/10.1108/JEA-01-2021-0010
Freberg, K. (2021). Social media for strategic communication: Creative strategies and research-based applications. Sage Publications.
Goodall, J., & Montgomery, C. (2023). Parental involvement to parental engagement: A continuum. Mapping the Field, 158–169. https://doi.org/10.4324/9781003403722-13
Gregory, A. (2020). Planning and managing public relations campaigns: A strategic approach. Kogan Page Publishers.
Gregory, A., Fawkes, J., Montoya-Martinez, E., & Turner, R. (2016). A global capability framework for the Public Relations and Communication Management profession. Huddersfield Business School.
Grunig, J. E. (2017). Symmetrical presuppositions as a framework for public relations theory. In Public relations theory (pp. 17–44). Routledge. https://doi.org/10.4324/9780203812860-2
Grunig, J. E., & Kim, J.-N. (2021). 15 The four models of public relations and their research legacy. Public Relations, 27, 277. https://doi.org/10.1515/9783110554250-015
Grunig, L. A. (2020). Power in the public relations department. In Public relations research annual (pp. 115–156). Routledge. https://doi.org/10.4324/9781003063995-7
Heath, R. L. (2022). The processes-to-end (s) paradox of public relations. Public Relations Review, 48(5), 102258. https://doi.org/10.1016/j.pubrev.2022.102258
Kalkan, Ü., Alt?nay Aksal, F., Alt?nay Gazi, Z., Atasoy, R., & Da?l?, G. (2020). The relationship between school administrators’ leadership styles, school culture, and organizational image. Sage Open, 10(1), 2158244020902081. https://doi.org/10.1177/2158244020902081
Laskin, A. V. (2021). Measuring investor relations and financial communication: an empirical test of scales of public relations. Organicom, 18(35), 95–115. https://doi.org/10.11606/issn.2238-2593.organicom.2021.183841
Leithwood, K., & Levin, B. (2011). Understanding how leadership influences student learning. Social and Emotional Aspects of Learning, 251. https://doi.org/10.4135/9781446288931.n4
Lopez, S., & Combs, J. (2024). Communication Directors and Public Relations Professionals in Public School Districts: A Literature Review. Journal of School Administration Research and Development, 9(1), 25–30. https://doi.org/10.32674/jsard.v9i1.3991
Luttrell, R., Wallace, A., McCollough, C., & Lee, J. (2021). Public relations curriculum: A systematic examination of curricular offerings in social media, digital media, and analytics in accredited programs. Public Relations Education, 7(2), 7.
Macnamara, J. (2009). Public relations in the interactive age: New practices, not just new media. Asia Pacific Public Relations Journal.
Macnamara, J. (2012). Corporate and organisational diplomacy: an alternative paradigm to PR. Journal of Communication Management, 16(3), 312–325. https://doi.org/10.1108/13632541211245794
Macnamara, J. (2016). Organizational listening: Addressing a major gap in public relations theory and practice. Journal of Public Relations Research, 28(3–4), 146–169. https://doi.org/10.1080/1062726X.2016.1228064
Mazreku, G., Birkhölzer, M., Cosgun, S., Kerber, A., Schmeck, K., & Goth, K. (2023). Impaired Personality Functioning in Children and Adolescents Assessed with the LoPF-Q 6-18 PR in Parent-Report and Convergence with Maladaptive Personality Traits and Personality Structure in School and Clinic Samples. Children, 10(7), 1186. https://doi.org/10.3390/children10071186
Myende, P. E., & Nhlumayo, B. S. (2022). Enhancing parent–teacher collaboration in rural schools: parents’ voices and implications for schools. International Journal of Leadership in Education, 25(3), 490–514. https://doi.org/10.1080/13603124.2020.1731764
Pieczka, M. (2011). Public relations as dialogic expertise? Journal of Communication Management, 15(2), 108–124. https://doi.org/10.1108/13632541111126346
Place, K. R. (2022). Toward a framework for listening with consideration for intersectionality: Insights from public relations professionals in borderland spaces. Journal of Public Relations Research, 34(1–2), 4–19. https://doi.org/10.1080/1062726X.2022.2057502
Quesenberry, K. A. (2020). Social media strategy: Marketing, advertising, and public relations in the consumer revolution. Rowman & Littlefield.
Rosenbloom, D. H., Kravchuk, R. S., & Clerkin, R. M. (2022). Public administration: Understanding management, politics, and law in the public sector. Routledge. https://doi.org/10.4324/9781003198116
Rozi, M. A. F., & Arifin, B. (2020). Implementation of marketing strategies in educational institutions. Edukasi: Jurnal Pendidikan Islam, 8(1), 139–154.
Smith, R. D. (2020). Strategic planning for public relations. Routledge. https://doi.org/10.4324/9781003024071
Soim, S., Haryanti, N., & Nurohmah, N. (2022). The Private College Public Relations Management: A Case Study.
Tarbawi: Jurnal Keilmuan Manajemen Pendidikan, 8(01), 25–36. https://doi.org/10.32678/tarbawi.v8i01.5926
Solone, C. J., Thornton, B. E., Chiappe, J. C., Perez, C., Rearick, M. K., & Falvey, M. A. (2020). Creating collaborative schools in the United States: A review of best practices. International Electronic Journal of Elementary Education, 12(3), 283–292. https://doi.org/10.26822/iejee.2020358222
Turanina, N. A., Murashko, O. Y., Kulyupina, G. A., Zamanova, I. F., & Perepelkin, I. N. (2020). Scientific school image development of a university based on the system of public relations. International Journal of Criminology and Sociology, 9, 1935–1938. https://doi.org/10.6000/1929-4409.2020.09.226
Verger, A., Steiner-Khamsi, G., & Lubienski, C. (2020). The emerging global education industry: Analysing market-making in education through market sociology. In Globalisation and Education (pp. 179–194). Routledge. https://doi.org/10.4324/9780429464454-9
Wells, T. C. (2015). The Ties that Bind: Understanding the" Relationships" in Community College Alumni Relations. North Carolina State University.
Widianto, E. (2024). Adaptasi Personil Humas Pemerintah di Era Komunikasi Digital Berbasis Teknologi. Ragam Praktik Public Relations Dan Riset Virtual, 83.
Wijaya, M. H., Khoir, A., & Zaini, A. W. (2022). Fostering Public Trust: The Transformative Leadership of School Principals. Indonesian Journal of Education and Social Studies, 1(1), 51–62. https://doi.org/10.33650/ijess.v1i1.3475
Zahroh, L. A. (2022). Public Relations Management in Building School Image: A Case Study. Al-Tanzim: Jurnal Manajemen Pendidikan Islam, 6(2), 501–510. https://doi.org/10.33650/al-tanzim.v6i2.3434
Zeng, W. (2024). Reconstructing news values of the frenemy through journalistic translation on WeChat.
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2024-10-31
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