<b>Jalan Panjang NU Online </b> <b>sebagai Manifestasi Media Public Relation Dakwah Nahdlatul Ulama</b>

Abstract

Nahdlatul Ulama, as an organization with a vast mass base, requires a media platform that serves both as a channel for public aspiration and as a voice for its members. This need has been realized through the establishment of NU Online as one of NU’s leading public relations media, expected to function in roles such as media relations, press releases, content production, crisis communication, and media monitoring. Employing a qualitative research design based on an ethnomedia approach, this study seeks to explore how Nahdlatul Ulama utilizes NU Online as an effective and representative public relations medium for its organizational development. The findings indicate that NU Online represents a transformation of NU’s media from a print-based tradition to a digital platform that is adaptive, inclusive, and globally accessible, while also serving as an effective medium for disseminating the values of Ahlussunnah wal Jama’ah. NU Online not only functions as an information outlet but also performs comprehensive public relations roles through content management, activity publication, issue management, and media monitoring, thereby contributing to the construction of a transparent and responsive organizational image. Furthermore, NU Online serves as a democratic space for public discourse and demonstrates that the pesantren-based intellectual tradition can creatively adapt to the digital era, thereby strengthening NU’s capacity to respond to contemporary socio-religious dynamics.