MANAJEMEN HUBUNGAN MASYARAKAT DALAM MEMPERKUAT EKSISTENSI LEMBAGA PENDIDIKAN ISLAM (STUDI KASUS DI PONDOK PESANTREN DARUSSALAM MARTAPURA DAN PONDOK PESANTREN SALAFIYAH SYEKH MUHAMMAD ARSYAD AL BANJARY)

“Pondok Pesantren” is an indigenous Islamic educational institution that is able to develop and continue to exist today. The research in this thesis was conducted at the Darussalam Islamic Boarding School and at the Salafiyah Islamic Boarding School of Sheikh Muhammad Arsyad Al-Banjary. The research objectives are: 1) to describe the management of public relations, 2) to describe the role of Kiai, Asatidz, students, alumni, and 3) to analyze the importance of implementing public relations management in the two Islamic boarding schools. . The type of research conducted by the researcher is descriptive qualitative research, the approach used in this research is a case study. Data collection techniques were carried out through observation, interviews, and documentation. The data were analyzed using the following steps: reading the entire transcript in general and then compiling it for specific messages and then grouping them according to the sequence of events, categories and typology. The results of the study show that: First, structurally in both Islamic Boarding Schools there is no special field of public relations. The core of public relations activities is communication, at Darussalam Islamic Boarding School the management is carried out by the field of communication and information, while at the Salafiyah Islamic Boarding School Syekh Muhammad Arsyad Al-Banjary it is carried out collectively. If the analysis of public relations is based on the definition of Grunig and Hunt, the practice of public relations applied by the two Islamic Boarding Schools is more inclined to the public information model. Second, the role of Kiai as leader, Asatidz in the management of public relations in both Islamic boarding schools is to carry out their duties and responsibilities as well as possible in accordance with their mandate. As for the santris active role in various activities and contributions in the community, the alumni of the Darussalam Islamic Boarding School are very active-contributive in the WAPDA and “Ukhuwah Darussalam”, while the alumni of the Salafiyah Islamic Boarding School Sheikh Muhammad Arsyad Al-Banjary are also active-contributive in the Alumni Association. Third, the importance of public relations management carried out in the two Islamic boarding schools in strengthening existence can be seen from the role of public relations to continue to actively establish harmonious relationships, maintain public trust, and carry out its function to serve the public through information that is presented accurately