Abstract:
The Pioneer International based school (RSBI) is a National Standard School which provides students with the National Standard Education of Indonesia and international level. It needs to build up a good reputation for the school in order to level up the RSBIinto International based school, this studyaims to figure out the role of involvement of PR in SMA Negeri 8 Pekanbaru in the development of RSBI as well as the supporting and obstacle factors of PR.The result shows that Vice Principal of PR Division has fulfilled the four roles of PR.Some of the roles have been applied according to the theory used, however the other applications are done contextually appropriate of the conditions at SMANegeri 8 Pekanbaru. The four roles are communication technician, expert prescriber, communication facilitator, and problem-solving facilitator. Nonetheless, PR also puts efforts in socializing, publication, building up national as well as International Corporation and responsible in developing the school program. The supporting factors of PR are the well-known reputation of the school, the good quality resources, support given by the students’ parents and alumni. The obstacles of PR are the separation of room between PR and staffs therefore reducing the work efficiency,multijobs given to PR and lack of people as well as the not PR education background.The PR of SMA Negeri 8 Pekanbaru implements two-way symmetrical communication in order to maintain harmonious communication between the schools with the stakeholders to create a positive and reliable image
