A Model for Public Relations Management in Islamic Boarding Schools Based on Islamic Values in Addressing Public Stigmatization
Keywords:
Public Relations Management, Islamic Values, Public Stigmatization
Abstract
This study addresses the critical reputational challenges faced by Islamic boarding schools in the digital age, where the rapid flow of information amplifies the risk of public stigmatization. Recognizing their dual role as transmitters of religious knowledge and builders of social legitimacy through communication practices rooted in Islamic values, this study develops a precise model of public relations management for pesantren. The model is grounded in the operationalization of core Islamic values amanah, ṣidq, tablīgh, and ḥikmah and aims to equip Islamic boarding schools with effective strategies to counter negative public perception. Employing a qualitative case study at Pondok Pesantren Kasyifudduja Madura Ra’as, the research demonstrates that integrating religious values with modern public relations practices ensures a more adaptive, ethical, and sustainable institutional reputation. The study’s thesis is that only through such integration can Islamic boarding schools effectively address public stigmatization and maintain credibility in contemporary societal contexts.
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References
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Walid, Ahmad, and Abd Malik. 2023. “Increasing Public Interest through School Image Branding through a Trending Approach.” Educazione: Journal of Education and Learning 1 (1): 41–53. https://doi.org/10.61987/educazione.v1i1.492
Wang, Xiwei, Yueqi Li, Jiaxing Li, Yutong Liu, and Chengcheng Qiu. 2021. “A Rumor Reversal Model of Online Health Information during the Covid-19 Epidemic.” Information Processing & Management 58 (6): https://doi.org/10.1016/j.ipm.2021.102731
Brooks, Melanie C, Jeffrey S Brooks, Agus Mutohar, and Imam Taufiq. 2020. “Principals as Socio-Religious Curators: Progressive and Conservative Approaches in Islamic Schools.” Journal of Educational Administration 58 (6): 677–695. https://doi.org/10.1108/JEA-01-2020-0004
Buys, Tania, Daleen Casteleijn, Tanya Heyns, and Hannelie Untiedt. 2022. “A Reflexive Lens on Preparing and Conducting Semi-Structured Interviews with Academic Colleagues.” Qualitative Health Research 32 (13): 2030–2039.
Christensen, Tom, and Per Lægreid. 2020. “The Coronavirus Crisis Crisis Communication, Meaning-Making, and Reputation Management.” International Public Management Journal 23 (5): 713–729. https://doi.org/10.1080/10967494.2020.1812455
Clark, Paul, Chris Chapleo, and Kati Suomi. 2020. “Branding Higher Education: An Exploration of the Role of Internal Branding on Middle Management in a University Rebrand.” Tertiary Education and Management 26 (2): 131–149. https://doi.org/10.1007/s11233-019-09054-9
Hastasari, Chatia, Benni Setiawan, and Suranto Aw. 2022. “Students’ Communication Patterns of Islamic Boarding Schools: The Case of Students in Muallimin Muhammadiyah Yogyakarta.” Heliyon 8 (1). https://doi.org/10.1016/j.heliyon.2022.e08824
Huda, Mahbubul. 2026. “No Title . Berdasarkan Hasil Wawancara Dan Observasi.”
Intezari, Ali, Bernard McKenna, and Mohammad Hossein Rahmati. 2024. “Conceptualizing and Contextualizing ‘Executive Wisdom’ as a Framework for Business Leadership: A Grounded Theory Approach.” Business & Society. https://doi.org/10.1177/00076503241255540
Islamic, Glory, M Ishaq, and Umi Dayati. 2024. “Character Education through Philosophical Values in Traditional Islamic Boarding Schools.” Kasetsart Journal of Social Sciences 45 (1): 31–42. https://doi.org/10.34044/j.kjss.2024.45.1.04
Kent, Michael L, and Chaoyuan Li. 2020. “Toward a Normative Social Media Theory for Public Relations.” Public Relations Review 46 (1): https://doi.org/10.1016/j.pubrev.2019.101857
Latif, Muhaemin, and Erwin Hafid. 2021. “Multicultural Attitudes in an Islamic Boarding School of South Sulawesi–Indonesia.” Cogent Education 8 (1): 1968736. https://doi.org/10.1080/2331186X.2021.1968736
Luttrell, Regina, Adrienne Wallace, Christopher McCollough, and Jiyoung Lee. 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.
Ma, Chenwei, Chen Qirui, and Yang Lv. 2023. “‘One Community at a Time’: Promoting Community Resilience in the Face of Natural Hazards and Public Health Challenges.” BMC Public Health 23 (1): 2510. https://doi.org/10.1186/s12889-023-17458-x
Mahbubi, Lukma. 2026. “No Title Berdasarkan Hasil Wawancara Dan Observasi.”
Men, Linjuan Rita, Julie O’Neil, and Michele Ewing. 2020. “Examining the Effects of Internal Social Media Usage on Employee Engagement.” Public Relations Review 46 (2): https://doi.org/10.1016/j.pubrev.2020.101880
Monaro, Sue, Janice Gullick, and Sandra West. 2022. “Qualitative Data Analysis for Health Research: A Step-by-Step Example of Phenomenological Interpretation.” Qualitative Report 2022 Volume 27, Number 4, 1040-1057. https://doi.org/10.46743/2160-3715/2022.5249
Muhajir, As’aril. 2022. “Inclusion of Pluralism Character Education in the Islamic Modern Boarding Schools during the Pandemic Era.” Journal of Social Studies Education Research 13 (2): 196–220. https://www.learntechlib.org/p/222895/
Noor, Subhan. 2026. “No Title Berdasarkan Hasil Wawancara Dan Observasi.”
Nuzula, Jannatul Firdausi, Aliffany Pualam Ariarta, Muhammad Amin Nur, and Inayatul Fadilah. 2024. “Implementation of Public Relations in Building the Image of Educational Institutions in Madrasah Aliyah.” Asatiza: Jurnal Pendidikan 5 (3): 291–306. https://doi.org/10.46963/asatiza.v5i3.2022
Pozen, David E. 2020. “Seeing Transparency More Clearly.” Public Administration Review 80 (2): 326–31. https://doi.org/10.1111/puar.
Roqib, Moh. 2021. “Increasing Social Class through Islamic Boarding Schools in Indonesia.” Journal of Social Studies Education Research 12 (2): 305–329. https://www.learntechlib.org/p/219841/
Rusdiyah, Datu. 2026. “No Title Berdasarkan Hasil Wawancara Dan Observasi.”
Situmorang, Benyamin. 2022. “Development of Traditional Management Model of Traditional Islamic Boarding School Education Based on Total Quality Management in Islamic Education (Tqm-Ie) in Aceh Province, Indonesia.” Journal of Positive School Psychology 6 (5): 7355–7377.
Valentini, Chiara. 2021. “Trust Research in Public Relations: An Assessment of Its Conceptual, Theoretical and Methodological Foundations.” Corporate Communications: An International Journal 26 (1): 84–106. https://doi.org/10.1108/CCIJ-01-2020-0030
Volk, Sophia Charlotte, and Ansgar Zerfass. 2020. “Alignment: Explicating a Key Concept in Strategic Communication.” Future Directions of Strategic Communication, 105–123.
Walid, Ahmad, and Abd Malik. 2023. “Increasing Public Interest through School Image Branding through a Trending Approach.” Educazione: Journal of Education and Learning 1 (1): 41–53. https://doi.org/10.61987/educazione.v1i1.492
Wang, Xiwei, Yueqi Li, Jiaxing Li, Yutong Liu, and Chengcheng Qiu. 2021. “A Rumor Reversal Model of Online Health Information during the Covid-19 Epidemic.” Information Processing & Management 58 (6): https://doi.org/10.1016/j.ipm.2021.102731
Published
2026-06-25
How to Cite
Fajriah, F., & Diana, E. (2026, June 25). A Model for Public Relations Management in Islamic Boarding Schools Based on Islamic Values in Addressing Public Stigmatization. Fitrah: Jurnal Studi Pendidikan, 17(1), 158-169. https://doi.org/https://doi.org/10.47625/fitrah.v17i1.1307
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Copyright (c) 2026 Faizatun Fajriah, Eka Diana
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