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This research was conducted based on the importance of the image of educational institutions in gaining public trust, making the role of Public Relations (PR) as a public communication manager highly essential. MTs Fathur Rahman Sukorambi Jember was chosen as the research site because the institution is currently striving to enhance its positive image through the optimization of media and sustainable publicity strategies. The aim of this study is to describe the role of PR in building the image of the madrasah, as well as to analyze the communication strategies employed, the forms of publicity implemented, and the challenges faced in its execution.This research applies a qualitative approach with a field research design. Informants were selected through purposive sampling, involving parties considered relevant and knowledgeable about public relations activities, such as the head of the madrasah, PR staff, teachers, students, and parents’ representatives. Data were collected through observations of madrasah activities, in-depth interviews, and documentation in the form of archives and published media. The data were analyzed descriptively, emphasizing the researcher’s interpretation of communication patterns, publicity strategies, and their impact on public perception of the madrasah’s image.The findings reveal that PR functions as a communicator, mediator, and builder of a positive madrasah image. The use of conventional media and digital platforms such as Facebook, Instagram, and WhatsApp Groups has proven effective in reaching a wider community and enhancing public interaction. Documentation of academic and non-academic activities also strengthens the legitimacy of the institution’s achievements. The main obstacles encountered include limited human resources, technological facilities, and consistency in information management. Nevertheless, overall, the role of PR has been proven significant in improving the positive image of MTs Fathur Rahman Sukorambi Jember.

This research was conducted because the researchers' interest in the development of academic achievement and the quantity of students at MTs Al-Amiriyyah Blokagung was quite rapid, to analyze what kind of promotions were used by WKS Public Relations in increasing the positive image and quantity of students at MTs Al-Amiriyyah Blokagung and to analyze what factors -Factors that can affect the positive image and quantity of students owned by MTs Al-Amiriyyah Blokagung.The approach used in this study is a qualitative approach with a descriptive type of research. The method used in data collection is Observation related to social media promotion in increasing the positive image and quantity of students. Interviews with the Principal, WKS Public Relations and Media Team, as well as documentation data and archives of activities from the management at MTs Al-Amiriyyah Blokagung. The researcher uses the Miles and Huberman model, namely reduction, presentation and conclusion drawing or data verification. The results of the research obtained from the field stated that the image and quantity owned by MTs Al-Amiriyyah Blokagung in the eyes of the community was considered good. The communication strategies used, such as maintaining communication patterns, planning and arranging tasks as WKS Public Relations at MTs Al-Amiriyyah Blokagung, as well as maintaining openness and information provided to the public can affect the image and quantity of MTs Al-Amiriyyah Blokagung. Based on this, it can be seen that the factors that affect the positive image and quantity of MTs Al-Amiriyyah Blokagung are by planning and carrying out the programs well, improving the service system, maintaining good communication and cooperation among members/teachers or with the community as well as the existence of disclosure of information to the public.