When Character Leads Strategy: Reconstructing Public Relations Leadership in Islamic Schools through Trust, Vision, and Community Synergy

Aurizan Himmi Azhar; Umi Halwati

Authors

Aurizan Himmi Azhar UIN Prof KH Saifuddin Zuhri Purwokerto
Umi Halwati UIN Prof KH Saifuddin Zuhri Purwokerto

Keywords:

Transformational Leadership, Public relations management, Islamic educational institutions, Community engagement, Educational leadership

Abstract

This study is grounded in the increasing demand for Islamic educational institutions to improve their quality and maintain strong relationships with the community in the era of globalization. Effective public relations management requires strong leadership characterized by values that inspire trust and participation. Therefore, this study aims to analyze the leadership character model in public relations management at MI Nurul Huda Mendala. This research employs a qualitative case study design. Data were collected through document analysis, observation, interviews, and documentation, and analyzed to draw conclusions. The findings reveal that the leadership character of the public relations leader plays a crucial role in strengthening institutional image and community engagement. Four main leadership characteristics were identified: honesty, clear vision, leadership capability, and intelligence. These values foster trust, improve communication, and encourage active community participation, reflected in increased student enrollment, improved achievement, and strong community support for institutional development. Additionally, the study highlights the effectiveness of female leadership in a local context where such roles are traditionally less emphasized. The implications of this study suggest that character-based leadership is essential for effective public relations management in educational institutions. It can serve as a strategic approach to enhancing institutional credibility, strengthening stakeholder relationships, and supporting sustainable development in Islamic education.

References

Adiyono, A., Patimah, L., Malik, A., & Abdurrohim, A. (2025). Teacher Creativity and Students’ Comprehension of Religious Values: Evidence from Inclusive Education. At-Tadzkir: Islamic Education Journal, 4(2), 194–208. https://doi.org/10.59373/attadzkir.v4i2.215

Ahmad Kusaini, E., Mahamod, Z., & Wan Mohammad, W. M. R. (2024). The relations between technological knowledge, technological content knowledge, technological pedagogical knowledge, technological pedagogical content knowledge and inventive skills among malay language teachers. Cakrawala Pendidikan, 43(3), 788–801. https://doi.org/10.21831/cp.v43i3.58354

Amar, A. D., & Hlupic, V. (2016). Leadership for knowledge organizations. European Journal of Innovation Management, 19(2), 239–260. https://doi.org/10.1108/EJIM-12-2014-0120

Andriyani, F., & Leksono, A. A. (2024). Effective Management in the Implementation of Link and Match Curriculum for Quality Graduates. Journal of Education and Learning Innovation, 1(2), 151–160. https://doi.org/10.59373/jelin.v1i2.45

Arief, M. Y., Tsauri, S., Judijanto, L., Ansori, Afra, N., & Kartiko, A. (2025). Principal Leadership: Effective Strategy in Increasing Entrepreneurship Spirit in Schools. Munaddhomah: Jurnal Manajemen Pendidikan Islam, 6(2), 281–294. https://doi.org/10.31538/munaddhomah.v6i2.1735

Asmendri, A., Sari, M., Asrida, D., Muchlis, L. S., Febrian, V. R., & Azizah, N. (2024). Transformational Leadership in Islamic Education Institution Through Social Media Engagement. Jurnal Pendidikan Islam, 10(2), 336–349. https://doi.org/10.15575/jpi.v10i2.40221

Babatunde, K. A. (2022). Public Relations and Social Media for Effective Crisis Communication Management. Jurnal Bina Praja, 14(3), 543–553. https://doi.org/10.21787/jbp.14.2022.543-553

Bukar, U. A., Sidi, F., Jabar, M. A., Nor, R. N. H., Abdullah, S., Ishak, I., Alabadla, M., & Alkhalifah, A. (2022). How Advanced Technological Approaches Are Reshaping Sustainable Social Media Crisis Management and Communication: A Systematic Review. Sustainability, 14(10), 5854. https://doi.org/10.3390/su14105854

Cahyono, I. M. S. R., Sedana, I. M., & Suwindia, I. G. (2025). Determinasi Gaya Kepemimpinan Kepala Sekolah, Iklim Kerja Sekolah, Semangat Kerja Guru Terhadap Kinerja Guru Sekolah Dasar. Attadrib: Jurnal Pendidikan Guru Madrasah Ibtidaiyah, 8(2), 421–435. https://doi.org/10.54069/attadrib.v8i2.918

Chaman, M., & Siddiqui, D. A. (2023). How Islamic Leadership Traits of Truthfulness, Advocacy, Trustworthiness, and Wisdom, Effects Employees’ Life Satisfaction Performance: The Mediatory Role of Employee Engagement and Organizational Citizenship Behavior. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4432155

Creswell, J. W., & Poth, C. N. (2016). Qualitative Inquiry and Research Design: Choosing Among Five Approaches. SAGE Publications.

Desmiati, Kusnadi, E., & Yunus, A. (2023). Principal’s managerial competence in developing religious culture in smp 19 n merangin district, Jambi province. Attaqwa: Jurnal Ilmu Pendidikan Islam, 19(2), 223–236. https://doi.org/10.54069/attaqwa.v19i2.611

Dewantoro, M. H., & Susilo, M. J. (2025). Prophetic values in the leadership of Muhammadiyah Yogyakarta school. Journal of Education and Learning, 19(2), 1042–1052. https://doi.org/10.11591/edulearn.v19i2.20732

Dwiyama, F., Nurlaelah, N., Hakim, A., Setiawati, N., & Arimah, H. N. (2025). Implementation of School-Based Management: The Role of School Committees in the Preparation of Revenue and Cost Budget Plans. Tafkir: Interdisciplinary Journal of Islamic Education, 6(3), 727–736. https://doi.org/10.31538/tijie.v6i3.1955

Etudo, U., & Yoon, V. Y. (2024). Ontology-Based Information Extraction for Labeling Radical Online Content Using Distant Supervision. Information Systems Research, 35(1), 203–225. https://doi.org/10.1287/isre.2023.1223

Ezzani, M. D., Brooks, M. C., Yang, L., & Bloom, A. (2023). Islamic school leadership and social justice: An international review of the literature. International Journal of Leadership in Education, 26(5), 745–777. https://doi.org/10.1080/13603124.2021.2009037

Faizah, N. A., Thohir, M., Salem, S., & Mardhiyah. (2025). Optimizing Digital Archive Management to Improve the Quality of Integrated Public Services. Kharisma: Jurnal Administrasi Dan Manajemen Pendidikan, 4(1), 31–43. https://doi.org/10.59373/kharisma.v4i1.64

Fansori, R., Wardhana, K. E., & Bighas, K. A. (2024). The Concept of Leadership in the Philosophy of Educational Management from the Perspective of the Qur’an and Hadith. Fikroh: Jurnal Pemikiran Dan Pendidikan Islam, 17(1), 11–28. https://doi.org/10.37812/fikroh.v17i1.1449

Faradila, A. N., & Daryono, R. W. (2024). Exploring the Influence of Principal Leadership and Self-Development on Teacher Competence: Does the Mediation of Self-Experience Matter? Jurnal Pendidikan Islam, 13(2), 151–167. https://doi.org/10.14421/jpi.2024.132.151-167

Fathan Zaini. (2024). Public Relations Management Strategy to Increase Community Participation in Educational Institutions. Managere: Indonesian Journal of Educational Management, 6(1), 1–12. https://doi.org/10.52627/managere.v6i1.410

Fikri, M., Hidayat, A., & Syah, M. (2023). Manajemen hubungan masyarakat pada pondok pesantren untuk pendidikan akhlak santri. Jurnal Isema : Islamic Educational Management, 8(1), 101–110. https://doi.org/10.15575/isema.v8i1.24662

Garnett, J. (2024). Handbook of Administrative Communication. Taylor & Francis.

Haqqi, I. S. T. A., Darim, A., & Yaqin, A. (2025). Strategic Management of Madrasah Heads in Improving the Quality of Graduates at Madrasah Aliyah. Journal of Education and Learning Innovation, 2(1), 27–39. https://doi.org/10.59373/jelin.v2i1.78

Hariadi, N., Sumardjoko, B., & Maryadi. (2024). Charismatic Leadership in Improving The Quality of Resources in Islamic Boarding School. Kharisma: Jurnal Administrasi Dan Manajemen Pendidikan, 3(2), 83–96. https://doi.org/10.59373/kharisma.v3i2.42

Hariyani, D., Hariyani, P., & Mishra, S. (2025). The role of leadership in sustainable digital transformation of the organization. Sustainable Futures, 10. https://doi.org/10.1016/j.sftr.2025.101130

Kent, M. L. (2022). Chapter 6: Dialogue as a tool of strategic communication? https://www.elgaronline.com/edcollchap/book/9781800379893/book-part-9781800379893-11.xml

Kurniawan, D. A., Darmaji, D., Astalini, A., & Husna, S. M. (2023). A Study of Critical Thinking Skills, Science Process Skills and Digital Literacy: Reviewed Based on the Gender. Jurnal Penelitian Pendidikan IPA, 9(4), 1741–1752. https://doi.org/10.29303/jppipa.v9i4.1644

Kyambade, M., Nkurunziza, G., Sewante, L., Namatovu, A., & Tushabe, M. (2024). Servant leadership and healthy work relationships in university context: A moderated mediation analysis of psychological safety and socially responsible leadership. Cogent Education, 11(1), 2418802. https://doi.org/10.1080/2331186X.2024.2418802

Mariani, A., Warlizasusi, J., Usman, M. U. K., & Harahap, E. K. (2024). Principal Supervision in Improving the Quality of Learning Administration Services at the State Islamic Elementary School. Kharisma: Jurnal Administrasi Dan Manajemen Pendidikan, 3(2), 135–148. https://doi.org/10.59373/kharisma.v3i2.53

Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis. SAGE.

Mulyasa, E. (2003). Menjadi kepala sekolah profesional: Dalam konteks menyukseskan MBS dan KBK. Remaja Rosdakarya.

Musrifah, Shah, S. A. A., Rokhman, M., & Aprilianto, A. (2024). Effective Leadership in Improving the Quality of Education in Madrasah Tsnawiyah. Kharisma: Jurnal Administrasi Dan Manajemen Pendidikan, 3(2), 97–111. https://doi.org/10.59373/kharisma.v3i2.55

Nabhan, F., & Munajat, M. (2023). The role of work engagement and organizational commitment in improving job performance. Cogent Business & Management, 10(2), 2235819. https://doi.org/10.1080/23311975.2023.2235819

Norman, E., Sulaiman, S., Marliani, L., Widiantari, D., Rasini, I. N., & Dewi, M. (2023). Effective Public Relations Management in Building a Positive Image: A Case Study of Madrasah Ibtidaiyah Negeri 3 Cirebon. Jurnal Pendidikan Islam, 12(1), 135–144. https://doi.org/10.14421/jpi.2023.121.135-144

Owan, V. J., Asuquo, M. E., & Etudo-Eyor, E. (2025). Leadership Styles, Public Relation Skills and School-Community Collaboration: A Quantitative Analysis of the Perception of Stakeholders. International Journal of Leadership in Education, 28(4), 715–737. https://doi.org/10.1080/13603124.2022.2045627

Rahmah, M., Mirza, M., & Pradesti, A. (2024). Pengaruh Strategi Humas dalam Peningkatan Citra Sekolah dan Peningkatan Jumlah Siswa: Studi Kasus SMA Darul Muqorrobin Kota Tangerang. El-Mujtama: Jurnal Pengabdian Masyarakat, 4(6). https://doi.org/10.47467/elmujtama.v4i6.5002

Rahmi, S., Ismail, F., Umar, M., & Jannana, N. S. (2025). Humanistic Leadership of School Principals in Promoting Effective Collaboration through Problem-Solving in Madrasah Aliyah. Nazhruna: Jurnal Pendidikan Islam, 8(2), 336–348. https://doi.org/10.31538/nzh.v8i2.202

Rahminawati, N. (2023). Public relations management strategy to create school branding in pasundan 1 and 2 middle school in bandung city. Ta Dib Jurnal Pendidikan Islam, 12(1), 209–216. https://doi.org/10.29313/tjpi.v11i1.9638

Safitri, D., & Nurfuadi, N. (2025). The impact of good classroom management on students’ attitudes in Islamic Religious Education learning. Attaqwa: Jurnal Ilmu Pendidikan Islam, 21(2), 121–133. https://doi.org/10.54069/attaqwa.v21i2.974

Salamah, A., & Falah, M. S. (2024). Strategi Kepala Madrasah Dalam Membangun Brand Image Madrasah. Urwatul Wutsqo: Jurnal Studi Kependidikan Dan Keislaman, 13(2), 204–217. https://doi.org/10.54437/urwatulwutsqo.v13i2.1676

Stojanović, D., Bogdanović, Z., Petrović, L., Mitrović, S., & Labus, A. (2023). Empowering learning process in secondary education using pervasive technologies. Interactive Learning Environments, 31(2), 779–792. https://doi.org/10.1080/10494820.2020.1806886

Sukiyat, S. (2019). Good Leadership: Kepemimpinan Era Globalisasi Pendidikan. Jakad Media Publishing.

Susiani, K., Widiastuti, I., & Isnantyo, F. D. (2025). Effectiveness of Classroom Learning with Interactive Media. In Advances in Social Science, Education and Humanities Research/Advances in social science, education and humanities research (pp. 57–61). https://doi.org/10.2991/978-2-38476-493-8_7

Trisnantari, H. E., Gufron, Moh., & Ningsih, P. R. (2024). Strategic Public Relations to Build Public Trust in Islamic Boarding Schools: A Case Study in Indonesia. Tarbawi: Jurnal Keilmuan Manajemen Pendidikan, 10(02), 325–336. https://doi.org/10.32678/tarbawi.v10i02.11541

Yuliana, L., Prasojo, L. D., Akalili, A., & Firdaus, F. M. (2025). Development of a learning leadership model for vocational high school principals to foster student well-being within the framework of Merdeka Belajar. Cakrawala Pendidikan, 44(1), 1–8. https://doi.org/10.21831/cp.v44i1.78373

Zinoveva, L., Toros, K., Silde, A., Sindi, I., Lupanova, O., & Sisask, M. (2024). Family needs and interaction patterns regarding the use of ICT in everyday life. Behaviour & Information Technology, 43(8), 1487–1498. https://doi.org/10.1080/0144929X.2023.2215336