<![CDATA[This study aims to identify and describe the role of Public Relations at SDN 114 Seluma in supporting a conducive learning environment through the use of WhatsApp in both internal and external communication. This research uses a qualitative method with a descriptive approach. The research informants consist of the school Public Relations officer as the key informant, the school principal as the internal informant, and two parents of students as external informants selected using purposive sampling. Data collection techniques include interviews, observation, and documentation, while data analysis uses an interactive model consisting of data reduction, data display, and conclusion drawing. The results show that the Public Relations officer of SDN 114 Seluma plays an important role in managing internal communication between the principal and teachers as well as external communication between the school and parents through WhatsApp. In internal communication, Public Relations functions as an information communicator and coordinator to ensure that information is delivered clearly and avoids misunderstandings. In external communication, Public Relations facilitates two-way communication between the school and parents through WhatsApp groups so that school information can be delivered quickly and responsively. Effective communication management through WhatsApp positively impacts parents’ readiness in assisting their children’s learning and supports the creation of a more organized and conducive learning environment at SDN 114 Seluma.]]>
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