Reputation Challenges in the Digital Age
Islamic boarding schools, known in Indonesia as pesantren, are a formal part of the national education system and are legally recognized under the 2019 Islamic Boarding School Law. They are widely valued for integrating spiritual, moral, emotional, and intellectual education. However, in recent years, several high-profile media reports involving violence, bullying, or misconduct at a small number of institutions have shaped public perceptions far beyond the actual incidents.
In the age of social media, even isolated cases can spread quickly and influence how parents and communities view Islamic boarding schools as a whole. According to the study, this environment requires pesantren leaders to go beyond traditional educational management and actively manage public communication. Reputation is no longer shaped only by internal quality, but also by how information is communicated, framed, and discussed in public spaces.
Why Communication Strategy Matters
Previous research has shown that parental decisions to choose an Islamic boarding school are influenced by trust, institutional credibility, teacher quality, facilities, curriculum integration, and the moral environment. Teddy Dyatmika’s research adds a new dimension by demonstrating that strategic communication is a central factor connecting all these elements.
Effective communication helps pesantren explain their values, respond to public concerns, and build long-term relationships with parents and surrounding communities. Without a clear strategy, even high-quality institutions risk being misunderstood or overshadowed by negative narratives online.
How the Research Was Conducted
The study used a qualitative case-study design grounded in the ACADA communication model, which stands for Assessment, Communication Analysis, Design, and Action. This framework allows institutions to evaluate communication from planning through implementation and evaluation.
The research involved:
· Four Islamic boarding schools in Central Java: Tasywiquth Thullab Salafiyah (Kudus), Al-Hasyimi (Pekalongan), Al-Huda (Kebumen), and Darul Amanah (Kendal)
· In-depth interviews with 12 pesantren managers and 13 parents of students
· Five months of data collection using purposive sampling
· Systematic data analysis supported by qualitative analysis software
By combining perspectives from school leaders and parents, the study offers a balanced view of how communication strategies are perceived and experienced by key stakeholders.
Key Findings from the Field
The research identifies several consistent patterns across the four Islamic boarding schools:
· Assessment is often informal Many schools recognize reputational challenges but lack structured tools to systematically assess communication risks and public perceptions.
· Two-way communication builds trust. Regular dialogue with parents, both online and offline, helps reduce uncertainty and prevents misinformation from spreading.
· Institutional identity matters. Schools that clearly communicate their educational philosophy, leadership values, and learning innovations are more likely to be perceived as credible.
· Word-of-mouth remains powerful. Personal recommendations from parents and community members continue to shape public opinion, especially when reinforced by consistent messaging.
· Digital channels need professional management. Social media and online platforms are essential for transparency but require dedicated human resources and clear content strategies.
Overall, the study shows that communication is not an auxiliary activity. It is a core management function that directly affects how Islamic boarding schools are judged by society.
Implications for Education Leaders and Policymakers
The findings have practical implications for Islamic boarding schools across Indonesia and similar faith-based institutions elsewhere.
For school leaders, adopting a structured communication model such as ACADA can help align internal values with external messaging. This includes planning communication goals, selecting appropriate channels, and evaluating outcomes regularly.
For education policymakers, the study underscores the need to include communication capacity as part of institutional quality standards. Regulations alone are not enough if schools lack the skills to explain their mission and respond to public concerns.
For parents and communities, transparent communication increases confidence and supports informed decision-making when choosing an educational institution.
In a broader sense, the research highlights how education, media, and public trust are increasingly interconnected in digital societies.
Academic Insight
According to Teddy Dyatmika, effective communication allows Islamic boarding schools to present their identity clearly and consistently amid competing narratives. In ethical paraphrase, he explains that communication strategy is not about image manipulation, but about ensuring that accurate information, institutional values, and educational commitments are understood by the public.
Author Profile
Teddy Dyatmika, M.Comm. Lecturer and researcher in communication studies at an Indonesian university. Field of expertise: strategic communication, institutional reputation, and communication management in educational organizations.
Source
Article Title:
Strategic Communication of Islamic Boarding Schools Using the ACADA Model
Journal: Indonesian Journal of Advanced Research (IJAR)
Publication Year: 2026
DOI / URL: https://doi.org/10.55927/ijar.v5i1.16104
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