Building and Protecting Institutional Reputation through Communication and Media Relations: A Case Study of an Modern Islamic Boarding School
DOI:
https://doi.org/10.55927/fjss.v4i3.512Keywords:
Strategic Communication, Media Relations, Reputation Management, Islamic Boarding School, Public PerceptionAbstract
Pondok Modern Darussalam Gontor, a leading Islamic boarding school in Indonesia, faced a major reputational crisis in August 2022 after the death of a fifth-year student during a Perkajum scouting activity. Delayed and limited transparency with the victim’s family fueled public suspicion and viral media coverage. This study analyzes Gontor’s Public Relations strategies in managing public perception, using a qualitative case study through interviews, media analysis, and observation. The school adopted gradual openness via internal channels like Gontor TV and external media, but the slow initial response intensified negative sentiment. Media efforts included press releases, conferences, and social media use. Findings highlight the need for transparent, timely, and culturally sensitive communication to protect reputation in faith-based institutions
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