POLA KOMUNIKASI HUMAS SEKOLAH MENENGAH DALAM MENANGANI KONFLIK INTERNAL DAN EKSTERNAL MELALUI PENDEKATAN LITERASI MEDIA

Abstract

This study aims to analyze how public relations officers in secondary schools communicate when facing problems inside and outside of school, especially in today's era of abundant digital information. This study used a more in-depth approach by interviewing individuals, observing directly, and analyzing documents in several secondary schools experiencing complex communication issues. The results indicate that a good understanding of the media significantly helps public relations officers identify the source of problems, ensure information is accurate, and choose appropriate communication methods to avoid the spread of misinformation. Media literacy also enables public relations officers to craft messages that are more accurate, measured, and sensitive to public dynamics, especially when conflicts touch on sensitive issues that have the potential to affect the school's reputation. Furthermore, the ability of public relations officers to understand stakeholders' media consumption patterns has been shown to strengthen the effectiveness of public clarification and rapid response to developing issues. The implications of this research emphasize the importance of improving media literacy capacity for school public relations officers as a basis for communication decision-making, issue management, and strengthening relationships with stakeholders. These findings emphasize the importance of integrating media literacy into school communication policies on an ongoing basis.