TY  - THES
N2  - This study aims to: (1) describe the public relations strategies implemented
by public and private vocational schools in their marketing programs to build a
positive image of the school; (2) describe the public relations strategies implemented
by public and private vocational schools in their educational services programs to
build a positive image of the school; (3) explore the views and experiences of
stakeholders (teachers, students, and the community) regarding the public relations
strategies implemented by public and private vocational schools; and (4) to analyze
the similarities and differences in public relations strategies implemented by public
and private vocational high schools in their educational marketing and service
programs to build a positive school image.
This research employed a qualitative method with a descriptive approach.
The research was conducted at Depok Sleman 2 Vocational High School and
Muhammadiyah 3 Yogyakarta Vocational High School. The research subjects
include the vice principal in charge of public relations, teachers, students, and the
community. Data were collected through three techniques: interviews, observations,
and documentation studies. Data analysis was then performed using the interactive
model developed by Miles, Huberman, and Saldana.
The results of this study are: (1) educational marketing in public and private
vocational schools is strategically implemented through strategic marketing, IMC,
and customer-oriented marketing, integrated with POAC, which strengthens the
school?s image and public trust; (2) educational services based on partnerships with
DUDI and community participation make public relations play a strategic role in
communication, management, and service, ultimately strengthening the quality of
services and the positive image of the school; (3) teachers emphasize internal
collaboration and external promotion, students play a role as disseminators of
authentic information, while the community becomes an active partner in socio-
cultural activities. All three contribute to a sustainable positive image of the school;
(4) the marketing and service strategies of public and private vocational high schools
in Yogyakarta share the same goal of building a positive image and attracting
prospective students through the application of the POAC principles. Public
vocational schools tend to be more systematic and research-based, while private
vocational schools are more flexible and emphasize religious values and social
closeness. Both focus on enhancing the school?s image.
ID  - UNY89863
UR  - http://eprints.uny.ac.id/89863/
TI  - Strategi Public Relations: Pemasaran dan Pelayanan Pendidikan dalam Pembentukan Citra Positif Sekolah di Sekolah Menengah Kejuruan Negeri dan Swasta
A1  - Muliawati, Nadia
AV  - restricted
Y1  - 2025///
M1  - tesis
PB  - Fakultas Ilmu Pendidikan
KW  - pelayanan pendidikan
KW  -  pemasaran pendidikan
KW  -  strategi public relations
ER  -