Abstrak: Penelitian ini membahas tentang peran manajemen hubungan masyarakat dalam mempertahankan citra positif sekolah yang dilakukan di Madrasah Aliyah Negeri Insan Cendekia Jambi (MAN IC). Penelitian ini merupakan penelitian kualitatif deskriptif dengan menggunakan teknik pengumpulan data observasi nonpartisipan, wawancara tidak terstruktur, dan dokumentasi, sedangkan teknik analisis data yang digunakan adalah reduksi data, penyajian data dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa peran manajemen humas dalam mempertahankan citra positif Sekolah dilakukan dengan menjalankan fungsi-fungsi manajemen serta menjalin hubungan yang harmonis dan kerja sama dengan pihak internal maupun eksternal sekolah, serta membangun komunikasi yang intens dengan pihak Telkom dalam mengatasi persoalan akses komunikasi. Kata Kunci: manajemen hubungan masyarakat, citra sekolah, madrasah aliyah negeri Insan Cendekia Abstract: Public relation management: strategy to maintain positive image of the School. This study aims to investigate the role of public relations management in maintaining a positive image of the school in State Islamic Senior High School Insan Cendekia (MAN IC) Jambi. This research was a descriptive qualitative. The technique of data collection are nonpartisipation observation, unstructured interviews, and documentation, whereas the analysis of data was used data reduction, data presentation and conclusion. Technique of authenticity the data used triangulation of source and triangulation of technique. The results revealed that the role of public relations unit to emerge a positive image of the School is by operating management function effectively, building relationship and cooperation both internal and external parties of the School, as well as establishing good communication to Stakeholder (e.g. Telkom) to overcome obstacle in communication access Keywords: public relations management, school image, state Islamic senior high school Insan Cendekia