Strategic Transformation of Public Relations Management in Islamic Boarding Schools in the Digital Age https://doi.org/10.35719/ijibs.v3i1.56 Authors Totok Sudarmanto1 UIN Kiai Haji Achmad Siddiq Jember, Indonesia Moh. Asy’ari Sekolah Tinggi Agama Islam Azzain Sampang, Indonesia Mustapha Almasi Mzumbe University, Morogoro, Tanzania Public Relations, Islamic Boarding Schools, Digital Transformation Abstract How to Cite Metrics References Similar Articles In the digital age, public relations (PR) management plays a strategic role in enhancing the competitiveness of Islamic boarding schools through communication innovation and institutional branding. However, many pesantren still rely on conventional communication patterns, resulting in a mismatch between public expectations and institutional capacities. This study aims to analyze the transformation of public relations strategies at Nurul Jihad Islamic Boarding School in responding to digital challenges and increasing institutional competitiveness. Using a qualitative case study approach, data were collected through interviews, documentation, and participatory observation, then analyzed thematically. The results show that PR planning is categorized into routine and incidental programs, emphasizing flexibility and responsiveness. Implementation combines traditional and digital media to maintain cultural values while expanding outreach. Evaluation is carried out collaboratively, involving internal and external stakeholders, and supported by capacity building through Focus Group Discussions. This strategic transformation reflects an adaptive PR model that aligns with the two-way symmetrical communication theory and the PESO model. The study concludes that successful PR transformation requires not only technological adaptation but also human resource development and participatory management. The findings contribute to strengthening the institutional image and competitiveness of Islamic boarding schools in an increasingly digitalized educational landscape. Strategic Transformation of Public Relations Management in Islamic Boarding Schools in the Digital Age. (2025). IJIBS, 3(1), 58-69. https://doi.org/10.35719/ijibs.v3i1.56 More Citation Formats ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver AMA Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX Downloads Download data is not yet available. References Achmawati, I., Pratama Putra, R., & Junita Triwardhani, I. (2024). Digital marketing communication of entrepreneurship curriculum in Islamic boarding school: Case study in Pesantren Sirojul Huda. 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Assessing pedagogical readiness for digital innovation: A mixed methods study [Preprint]. https://doi.org/10.48550/arXiv.2502.15781 Submitted 30-06-2025 Downloads Full Text (English) 30-06-2025 Vol. 3 No. 1 (2025): International Journal of Islamic Boarding School Section Articles Copyright (c) 2025 Totok Sudarmanto1, Moh. Asy’ari, Mustapha Almasi This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. License 1. Author’s WarrantiesThe author warrants that the article is original, written by stated author/s, has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s). 2. 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