Transformasi Peran Humas Sekolah Di Era Informasi Digital

(Strategi Menghadapi Hoaks Dan Disinformasi)

Abstract

The advancement of digital technology has profoundly transformed communication patterns in society, including within educational environments. Amid these changes, schools face a pressing challenge: the widespread circulation of hoaxes and disinformation that can undermine public trust in educational institutions. In this context, school public relations (PR) plays a critical role as a communication bridge between the institution and the community. This article aims to conceptually examine the role of school PR in managing hoaxes and disinformation in the digital era. Using a library research approach, the study explores relevant theories of crisis communication, information management, and digital literacy within the educational framework. The findings reveal that school PR serves not only as an information disseminator but also as an active agent of clarification and public education. The study concludes by emphasizing the need to strengthen the capacity of school PR to design responsive and adaptive communication strategies in the face of increasingly complex digital information dynamics.