Peran Humas sebagai Fasilitator Komunikasi Internal Organisasi: Studi Komparatif di SMP Muhammadiyah dan SMP Negeri Kota Bandung
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Komunikasi internal yang efektif merupakan fondasi utama terciptanya organisasi sekolah yang sehat dan produktif, di mana humas idealnya berperan sebagai fasilitator yang menjembatani arus informasi secara dua arah. Namun, peran humas dalam praktiknya cenderung lebih banyak diarahkan untuk komunikasi eksternal, sementara fasilitasi komunikasi internal kerap terabaikan. Penelitian ini bertujuan untuk mendeskripsikan dan membandingkan peran humas sebagai fasilitator komunikasi internal organisasi di SMP Muhammadiyah dan SMP Negeri Kota Bandung. Penelitian menggunakan pendekatan kualitatif dengan desain studi komparatif, dilaksanakan di SMP Muhammadiyah dan SMP Negeri Kota Bandung, dengan enam informan yang terdiri dari kepala sekolah, petugas humas, dan guru pada masing-masing sekolah. Data dikumpulkan melalui wawancara mendalam, observasi, dan studi dokumentasi, kemudian dianalisis melalui within-case analysis menggunakan model Miles & Huberman dan cross-case analysis menggunakan prosedur Yin. Hasil penelitian menunjukkan bahwa peran humas sebagai fasilitator komunikasi internal berada pada tahap kematangan kelembagaan yang berbeda di kedua sekolah. Di SMP Muhammadiyah, struktur humas yang relatif baru berkembang menghadapi kendala kepercayaan dan kejelasan pesan, sehingga sebagian fungsi fasilitasi masih ditangani langsung oleh kepala sekolah. Di SMP Negeri, struktur humas yang telah mapan melalui sistem komunikasi satu pintu dan program reflektif terjadwal menunjukkan implementasi peran fasilitator yang lebih matang, meski tetap menghadapi hambatan teknis akibat beban kerja ganda pelaksananya. Penelitian ini merekomendasikan agar sekolah dengan struktur humas yang baru berkembang memperkuat legitimasi perannya melalui perencanaan komunikasi yang terjadwal, sementara sekolah dengan struktur humas mapan mempertimbangkan pembagian beban kerja yang lebih proporsional.
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