<![CDATA[This study examines how public relations management supports new student enrollment at SMP Swasta Nurul Khoir, Jambi City, Indonesia. Using a descriptive qualitative approach, the study collected data through in-depth interviews, observation, and document analysis. The data were analyzed through data reduction, data display, and conclusion drawing. The findings indicate that public relations management involves three main stages: planning, implementation, and evaluation. Promotional activities include direct outreach to elementary schools, social media utilization, school branding, and the promotion of religion-based flagship programs. However, limited human resources and budget constraints restrict implementation. The school responds by distributing responsibilities among staff, developing communication skills, and utilizing low-cost digital platforms and community networks. This study highlights the value of integrating conventional and digital communication strategies in school promotion. The findings offer practical guidance to private schools seeking to strengthen public engagement and attract prospective students. ]]>
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