Analisis Komunikasi Public Relations pada Sekolah SMA Don Bosco II untuk Mempertahankan Citra Sekolah Katolik yang Berkarakter

Abstract

The decline in moral values and character of the nation's children is increasing as evidenced by the many cases of teen brawls, drugs, and promiscuity committed by schools. This is due to the lack of character education owned by each student. Therefore, Don Bosco II Senior High School needs to use an elaboration likelihood model theory and a Public Relations strategy to maintain the image of Catholic schools of character. The purpose of this study is to understand the application and find out the obstacles and solutions of Don Bosco II Senior High School in maintaining the image of Catholic schools with character. The research method used is a qualitative approach, descriptive type and uses data collection techniques with in-depth interviews and observations. The analysis in this study is the data analysis technique of the Miles and Huberman model and the data validity checking technique which is source triangulation. The results achieved from this study indicate that from the Public Relations strategy which is divided into nine stages, Don Bosco II Senior High School has conducted the nine stages. The conclusion of this study shows that the Public Relations strategy has been implemented in Don Bosco II Senior High School with various obstacles related to the teachers’ example of exemplary, and the difficulty of finding truly exemplary teachers.