Winning the Hearts of Generation Z: Personal and Digital Approaches in Educational Public Relations Management

Abstract

Amidst the advancement of the digital era, schools are faced with increasingly complex challenges in managing public relations (PR) in education, especially in terms of reaching and involving Generation Z. This study aims to examine the use of social media as a strategic means of disseminating information, forming a positive image, and encouraging active participation of stakeholders. Through a qualitative approach, data collection was carried out using observation and interview methods involving teachers, PR staff, and students at MTsN 1 Probolinggo. The research findings indicate that platforms such as WhatsApp, Instagram, TikTok, and YouTube play a significant role in supporting communication and publicizing various school activities. Schools that routinely update content on social media are generally more effective in attracting Generation Z and increasing student engagement. In addition, a personal communication approach such as the use of direct messages and online interactive sessions plays a role in strengthening public trust. The results of this study indicate that the planned use of social media can enhance the effectiveness of school communication and build a positive institutional reputation. However, obstacles such as content management and limited resources in the social media team are still obstacles that need to be resolved through the formulation of a more structured digital communication strategy.