Peran Corporate Communication PT Persero Batam dalam Membangun Citra Positif Melalui Program Corporate Social Responsibility
DOI:
https://doi.org/10.36668/jal.v14i1.1387Abstract
Abstract: The purpose of this study is to analyze the importance of the role of Corporate Communication in implementing Corporate Social Responsibility (CSR) programs as an effort to build a good image for companies, especially PT Persero Batam. As a state-owned enterprise operating in a strategic area, the company is not only required to achieve financial goals, but must also be responsible for the surrounding social impact. In the implementation of CSR, corporate communication has an important role as a liaison between the company and the community and other stakeholders. This research uses a descriptive qualitative method, with data collection techniques in the form of interviews, participatory observation, documentation studies, and literature studies. Data analysis was conducted using Miles and Huberman's interactive model. The results showed that PT Persero Batam implemented a communication strategy based on four stages from Cutlip et al. namely fact finding, planning, implementation, and evaluation. The role of communication is not only as an information delivery tool, but also a strategy to build trust, create public participation, and strengthen the company's reputation. The findings suggest that the effectiveness of CSR implementation is highly dependent on how communication is developed strategically and sustainably.
Keywords: Communication Strategy, Corporate Communication, , Corporate Image, CSR
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