<![CDATA[Objective: This study aims to analyze Public Relations (PR) strategies in enhancing a positive image and supporting educational quality at SMKN 10 Surabaya. Method: This research employed a qualitative approach with a descriptive-analytical design. Data were collected through interviews, observations, and documentation, then analyzed using the CIPP model (Context, Input, Process, Product). Results: PR strategies were implemented through school publications and branding, digital media utilization, communication with parents and stakeholders, and partnerships with the industrial sector. Academic information services were delivered through social media, direct communication, and meetings with parents. The increase in new student applicants from 930 in 2025 to 1,019 in 2026 served as one supporting indicator of the development of a positive school image. Novelty: This study highlights the relationship between PR strategies, positive school image, and vocational education quality through stronger stakeholder communication, transparent academic information, and industrial partnerships. It also emphasizes that PR effectiveness should not be measured solely by the increase in applicant numbers, but also by the provision of information about vocational competencies and the alignment between students' interests and their chosen study programs.]]>
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