<![CDATA[While studies on the digitalization of da’wah in Indonesia have flourished, a significant scholarly gap remains regarding how traditional Islamic organizations construct institutional legitimacy through Islamic Public Relations at the regional level. Most literature focuses on general content or individual charisma, often overlooking the strategic organizational communication required to maintain religious authority amidst digital fragmentation. This study analyzes the construction of da’wah legitimacy on the NU Jabar Online portal using qualitative content analysis. The research focuses on three primary agendas: religious moderation, pesantren education, and nationalism as core pillars of organizational branding. Findings indicate that NU Jabar Online employs Islamic Public Relations strategies by integrating moral and cognitive legitimacy. This is achieved through the personification of Kiai as authorities and the adaptation of traditional symbols into modern digital formats. Practically, this research provides a strategic roadmap for media managers to solidify organizational authority. It recommends integrating Aswaja values with digital reputation management to effectively counter extremist narratives in cyberspace.]]>
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