Impact of Public Relations Channels on Institutional Image in a School of General Education

Abstract

This study examines the effectiveness of public relations channels at the School of General Education and Electronic Learning Innovation and their impact on shaping a positive organizational image. The objectives are to explore suitable public relations channels, evaluate their outcomes, and develop strategies to optimize the effectiveness of these channels in enhancing the school’s image.The study surveyed 377 students, sampled from a population of 34,600 enrolled students, using Krejcie and Morgan's table and simple random sampling. Data were collected through questionnaires and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation.
The findings reveal that respondents prioritize accessing public relations content through online platforms, with peak engagement occurring daily between 6:01 PM and 9:00 PM. Satisfaction with the content was high, particularly in terms of aesthetics and speed of presentation. Utilizing modern and engaging content through online platforms not only enhances information reception and engagement behaviors but also significantly contributes to building a positive organizational image