<![CDATA[This research is motivated by the high public interest in registering at MTs Negeri 2 Palembang, thus requiring an effective public relations strategy in the implementation of New Student Admissions (PPDB). This study aims to determine the public relations strategy in PPDB and to determine the obstacles and solutions of public relations in PPDB at MTs Negeri 2 Palembang. This study uses a qualitative approach with a descriptive research type. Data collection techniques are carried out through observation, interviews, and documentation. Research informants consist of the Principal, Deputy Principal of Madrasah for Public Relations, teachers, administrative staff, alumni, and parents of students. Data analysis techniques use the Miles and Huberman model which includes data reduction, data presentation, and conclusion drawing. Data validity testing is carried out through source triangulation and technical triangulation. The results of the study indicate that the public relations strategy in PPDB at MTs Negeri 2 Palembang has been implemented systematically through four strategy indicators, namely Fact Finding, Planning, Communication, and Evaluation. In the Fact Finding stage, public relations collects and analyzes data regarding the level of interest and applicants, public information needs, and the effectiveness of communication media. In the Planning stage, strategies were developed collaboratively by involving the principal, teachers, staff, and alumni to increase the number of applicants and strengthen the image of the school. In the Communication stage, public relations utilized various media such as brochures, social media, websites, and school information services so that PPDB information could be widely disseminated. Furthermore, in the Evaluation stage, public relations evaluated the program implementation to determine the effectiveness of the strategies that had been implemented. Obstacles faced included limited capacity and building facilities as well as technical obstacles in the online registration system. The solution was to implement a transparent and competency-based selection system and provide offline and online Help Desk services to assist the community in the registration process.]]>
