Public Relations and Da'wah Marketing Strategies in Islamic Educational Institutions

Abstract

Islamic educational institutions currently face increasingly complex challenges. In addition to improving educational quality, they are expected to introduce their programs and maintain public trust. The development of information technology and competition among educational institutions have made public communication an important aspect of institutional management. In this context, public relations and da'wah marketing can serve as complementary approaches. This article aimed to examine the role of public relations and da'wah marketing in managing public relations within Islamic educational institutions. The study employs a library research method by reviewing books and journal articles related to public relations, educational marketing, da'wah communication, and Islamic educational management. The data were analyzed descriptively and analytically through collection, categorization, interpretation, and synthesis. The findings indicate that public relations plays a role in building relationships between institutions and society, while da'wah marketing provides direction so that marketing communication remains grounded in Islamic values. Both approaches can be implemented through strengthening institutional identity, delivering honest information, utilizing digital media, improving services, and developing two-way communication. Therefore, public relations in Islamic educational institutions should not focus solely on student recruitment promotion but also on building long-term relationships based on trust and public benefit.