MANAJEMEN HUBUNGAN SEKOLAH DI SMKN 1 LUWU TIMUR

Abstract

Penelitian ini mengkaji tentang manajemen hubungan masyarakat di SMKN 1 Luwu Timur. Fokus penelitian ini untuk mengetahui bagaimana manajemen hubungan masyarakat. Tujuan penelitian ini adalah untuk mengetahui manajemen hubungan masyarakat di SMKN 1 Luwu Timur. Pendekatan penelitian ini adalah kualitatif dengan jenis pendekatan deskriptif. Sumber data dalam penelitian ini adalah kepala sekolah, wakasek humas, staf humas dan ketua komite sekolah. Teknik pengumpulan data melalui wawancara, observasi dan dokumentasi. Tahap analisis data melalui tahap pengumpulan data, reduksi data, penyajian data, penarikan kesimpulan dan verifikasi data. Hasil penelitian ini menunjukkan bahwa fungsi manajemen humas di SMKN 1 Luwu Timur meliputi: (1) Perencanaan Humas. Dalam Perencanaan humas dilakukan analisis kebutuhan masyarakat agar sekolah mampu menyesuaikan kondisi, karakter, kebutuhan dan keinginan masyarakat akan pendidikan yang disesuaikan pula dengan SDM di SMKN 1 Luwu Timur; (2) Pelaksanaan Humas. Dalam pelaksanaan humas dilakukan prosedur pelaksanaan yaitu (a) mengadakan komunikasi, sekolah melibatkan orangtua siswa, masyarakat di sekitar sekolah, dunia usaha & industri, komite sekolah dan pemerintah dalam mensukseskan program sekolah. Komunikasi ini digunakan untuk memberikan informasi terkait program-program sekolah; (b) Melibatkan masyarakat, yang mana bentuk partisipasi masyarakat dapat dilihat melalui pertemuan-pertemuan yang diadakan, dalam kegiatan-kegiatan sekolah yang membutuhkan partisipasi masyarakat maupun dukungan-dukungan moral dan material guna tercapainya tujuan sekolah. Pelaksanaan humas di SMKN 1 Luwu Timur berfokus pada Prakerin/psg siswa, selain itu humas juga memastikan bahwa setiap alumni yang terserap dunia usaha dan industri terdata, serta memastikan hubungan kerjasama dengan masyarakat baik prakerin maupun kerjasama secara umum;(3) Evaluasi Humas. Dalam evalusi dilakukan dua jenis evaluasi yaitu (a) Evaluasi proses kerja; (b) Evaluasi Hasil; evaluasi tersebut digunakan untuk mempertahankan mutu dan citra sekolah serta kehumasan pada khususnya.

Kata kunci:      Manajemen humas, perencanaan humas, pelaksanaan humas, evaluasi humas.

Abstract:          This research, study of public relations management at SMKN  1 Luwu Timur. The focus of this research is to find out how public relations management. The purpose of this study was to determine public relations management at SMKN 1 Luwu Timur. This research approach is qualitative with the type of descriptive approach. Data sources in this study were the principal, vice principal of public relations, public relations staff and the head of the school committee. Data collection techniques through interviews, observation and documentation.  The data analysis stage is through data collection, data reduction, data presentation, conclusion drawing and data verification. The results of this study indicate that the public relations management function at SMKN 1 Luwu Timur includes: (1) Public Relations Planning. In public relations planning an analysis of community needs is carried out so that schools are able to adjust the conditions, character, needs and desires of the community for education that is also adjusted to the human resources at SMKN 1 Luwu Timur; In public relations planning an analysis of community needs is carried out so that schools are able to adjust the conditions, character, needs and desires of the community for education that is also adjusted to the human resources at SMKN 1 Luwu Timur; (2) Public Relations Implementation. In implementing public relations, implementation procedures are carried out, (a) conducting communications, schools involving parents of students, communities around the school, business & industry, school committees and the government in the success of school programs. This communication is used to provide information related to school programs; (b) Involving the community, which form of community participation can be seen through meetings held, in school activities that require community participation as well as moral and material support for the achievement of school goals. The public relations implementation at SMKN 1 Luwu Timur focuses on Prakerin / PSG students, besides that public relations also ensures that every alumni absorbed by the business world and industry is recorded, as well as ensuring cooperative relations with the community both internship and cooperation in general; (3) Public Relations Evaluation. In the evaluation two types of evaluation are carried out, (a) Evaluation of work processes; (B) Evaluation of Results; This assessment is used to maintain the quality and image of the school and public relations in particular.

Keywords:         Public relations management, public relations planning, public relations implementation, public relation evaluation.