Strategi Humas SMA Batik 1 Surakarta dalam Mempromosikan Program Unggulan (International Class)

Abstract

This study aims to analyze the public relations strategy of SMA Batik 1 Surakarta in promoting the flagship International Class program. The research method used is a qualitative method with a descriptive approach. Data were obtained through interviews, observations, questionnaires, and documentation. Data analysis was conducted using Kotler's communication strategy theory (Push Strategy, Pull Strategy, and Pass Strategy) and SWOT analysis. The results showed that the communication strategy implemented by the Public Relations of SMA Batik 1 Surakarta has succeeded in increasing the brand awareness of the International Class program among the community. This success is supported by the use of social media, cooperation with foreign institutions, and innovative programs to attract students. This study found some shortcomings in the applied communication strategy. In Pull Strategy, the utilization of social media such as TikTok is still less than optimal, so the promotional reach is limited. In Push Strategy, the excellent facilities provided have not been fully utilized evenly by students. Meanwhile, in the Pass Strategy, cooperation with outside institutions has been carried out, but its sustainability and real impact still need to be further evaluated.