The Role of Virtual Reality and Augmented Reality in Digital PR Campaigns in Pesantren

Abstract

This study aims to examine the role of Virtual Reality (VR) and Augmented Reality (AR) in transforming digital public relations (PR) campaigns within pesantren by enhancing communication effectiveness, audience engagement, institutional image, and public trust. A qualitative case study approach was employed at Pesantren Nurul Amin, Madura, Indonesia. Data were collected through in-depth interviews, participant observation, and document analysis, and analyzed using data condensation, reduction, display, and verification techniques. The findings reveal that VR and AR have shifted pesantren communication from conventional promotional practices toward immersive and interactive digital strategies through virtual tours, AR-enhanced brochures, and digital da'wah content. These technologies significantly improve audience engagement, strengthen institutional credibility, reinforce the perception of pesantren as modern yet value-based Islamic institutions, and expand communication reach through digital platforms. The study concludes that immersive technologies effectively support digital public relations while preserving religious identity. The findings contribute to digital public relations theory within Islamic educational contexts and provide practical guidance for pesantren and policymakers in implementing immersive communication technologies to strengthen institutional competitiveness and stakeholder relationships.