Strategi Public Relation PT. INJATAMA Dalam Pemulihan Citra Positif Perusahaan Melalui Program CSR

Abstract

The Public Relations (PR) strategy carried out by PT Injatama is a positive image formation strategy in restoring the image of the company and its products (corporate image). To contribute in developing a strategy, there are three steps taken by PR in the concept applied by Rhenald Kasali, namely the first to convey facts and opinions, the second to trace official company documents or study changes that have occurred historically, the third to the stage of conducting a SWOT analysis. This research uses the constructivism paradigm with descriptive research type. The method used is a case study. Data collection techniques in this study were obtained through primary data, in-depth interviews and observations and secondary data in the form of documentation. The data validity checking technique used is triangulation. The results of this study indicate that the Public Relations strategy of PT Injatama in restoring the positive image of the company is through the CSR (Corporate Social Responsibility) program by holding meetings directly with the village head, representatives of youth organizations and the surrounding community by making a mutual agreement. The public relations party carries out a strategy starting from problem identification, image enhancement objectives, PR strategy planning, target determination, and media selection. Based on the results of this study, it can be seen that the PR strategy carried out through the CSR program by inviting village officials and the community is said to have succeeded in improving a good/positive image so that several CSR programs can be realized even though not all have been realized because the process is gradual. While the communication media used by public relations in the form of whatshapp groups, print media and online media to publish information about the company's internal and external activities. So far, the image of PT Injatama has improved in the eyes of the community because it is able to realize the demands of the community through CSR programs and environmental development and there is a sense of care from the company for the surrounding community so that its image as a coal mining company has improved.