<![CDATA[Effective public relations (PR) management in educational institutions is essential for aligning school regulations with stakeholder expectations while maintaining a positive institutional image. Drawing on Legitimacy Theory, this study explores the reconstruction of PR communication strategies at SMA Muhammadiyah 3 Surabaya, particularly in reconciling strict disciplinary rules with flexible interaction patterns to secure social legitimacy. A descriptive qualitative approach with a field-study design was employed. Data were collected through direct observation, in-depth interviews with school management, teachers, school committee representatives, and parents, as well as analysis of school discipline documents for the 2025/2026 academic year. The findings show that internal communication is strengthened through a daily evaluative coordination forum conducted consistently after the morning recitation activity. Teacher-student interactions outside the classroom are also developed in a more fluid, personal, and humane manner. Although the school enforces strict disciplinary rules, including closing the gate at 06:45 and requiring late students to study from home, these measures have not generated substantial parental resistance. This outcome is supported by the PR function, which reframes regulatory firmness through interactive two-way communication, 24-hour personal consultation channels for urgent matters, and optimized home-visit programs. The study demonstrates that adaptive PR communication can reduce tension between institutional discipline and stakeholder expectations while preserving institutional authority and consistent regulatory implementation. It contributes to the formulation of a school-discipline-based PR communication model for strengthening social legitimacy, sustaining stakeholder trust, and enhancing the competitiveness of educational institutions in an increasingly dynamic and globalized educational environment.]]>
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