Sekolah Perlu Kelola Reputasi

Kecenderungan berita pendidikan yang ke arah negatif perlu disikapi dengan baik dengan mengelola reputasi sekolah. Dalam kondisi itulah sekolah perlu meningkatkan kinerja humas. Humas tidak bertugas “membagus-baguskan” sekolah tetapi mengelola reputasi.

“Perbedaanya jauh. Reputasi selalu ditopang dengan fakta dan karya. Humas harus bekerja dengan jujur, tidak harus terjebak pada isu-isu yang bombastis” kata Sucipto Hadi Purnomo, kepala UPT Pusat Humas Unnes dalam workshop kehumasan satuan pendidikan, Rabu (29/2) di Gedung H 405 Unnes Sekaran.

Menurut Sucipto, ada kesan kerja humas untuk membangun citra semata. Untuk menghindarinya, humas perlu mengelola data dan fakta. Fakta itulah yang kemudian dikemas dengan angel yang menarik.

“Di bidang pendidikan, ada sejumlah isu yang bisa dimanfaatkan untuk mempublikasikan sekolah. Misalnya SNMPTN, penerimaan siswa baru, Ujian Nasional (UN), atau pembagian raport pun bisa menarik, asal memilih angel yang tepat,” lanjutnya.

Selain media cetak, lanjut Sucipto, televisi dan media online juga bisa dimanfaatkan untuk meningkatkan publikasi dan reputasi sekolah. Sejumlah sekolah telah memiliki website, namun belum banyak yang dikelola secara serius.

Workshop kehumasan satuan kependidikan diikuti tidak kurang dari 68 wakil kepala sekolah bidang hubungan masyarakat dari Semarang dan sekitarnya. Selain Sucipto Hadi Purnomo, Diah Irawati dan Sasi Paujiati, masing-masing redaktur Edukasi dan Semarang Metro Suara Merdeka hadir menyampaikan strategi membuat rilis.

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