MEMBANGUN REPUTASI PERUSAHAAN MELALUI PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) (Studi Kasus Strategi Perencanaan dan Penyusunan Program Corporate Sosial Responsibility Ecogreen Industrial Estate di PT Jakarta Industrial Estate Pulogadung)

PURWATI, PURWATI (2011) MEMBANGUN REPUTASI PERUSAHAAN MELALUI PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) (Studi Kasus Strategi Perencanaan dan Penyusunan Program Corporate Sosial Responsibility Ecogreen Industrial Estate di PT Jakarta Industrial Estate Pulogadung). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Corporate social responsibility (CSR) has been developed to build a good reputation for the company. The problems that is interested to be studied is how the public relations activity in CSR particularly those related to corporate communications. This study was designed to determine the planning and preparation of the Program Ecogreen Industrial Estate as one of CSR program at PT JIEP. Middle range theoretical framework used is the corporate communications and reputation (Argenti, 2003) and in a practical, use management perspective of public relations (Cutlip, Center and Broom, 2005); public relations strategy (Oliver, 2010) and corporate social responsibility (Kotler and Lee, 2005). This study uses the paradigm of interpretive social science by using a single case study method. Observation, in-depth interviews and secondary data searches were used to collect data which is then analyzed by flow analysis model. Triangulation of data is done to check the validity of data in a way to cross check and informant interviews with experts and practitioners of CSR. The result is that the selection of CSR programs at JIEP based on the vision and core business institutions that provide the provision and management of industrial estates and environmental management. In the existing plan of CSR Ecogreen Industrial Estate, PT JIEP does not carry out the determination of long-term targets, however specific short- term target is determined by the event or programs that become part of Ecogreen Industrial Estate campaign. So in the planning stages are as follows: (1) setting goals, (2) target, (3) activity and (4) action resource allocation and distribution activities of a specific event or program. While in the programming strategy there are step for main message election, audience engagement, media selection and specific targeting event in any activity or program designed and executed by the public relations division. From planning and preparation of program there has been a shift role of public relations from classical approach towards a professional approach in the context of public relations to manage corporate reputation. Keywords: Corporate Social Responsibility, Reputation, Public Relations, Corporate Communications, Strategic Planning and Preparation Program. Corporate social responsibility (CSR) banyak dikembangkan untuk membangun reputasi yang baik bagi perusahaan. Permasalahan yang menarik dikaji adalah bagaimana aktivitas public relations dalam CSR khususnya yang berkaitan dengan komunikasi perusahaan. Penelitian ini dirancang untuk mengetahui perencanaan dan penyusunan Program Ecogreen Industrial Estate , sebagai salah satu program CSR PT JIEP. Kerangka middle range teori yang digunakan adalah corporate communications dan reputasi (Argenti, 2003) serta dalam tataran praktis digunakan perspektif manajemen public relations (Cutlip, Center dan Broom, 2005); strategi public relations (Oliver, 2010) dan corporate social responsibility (Kotler dan Lee, 2005). Penelitian ini menggunakan paradigma interpretive social science dengan menggunakan metode studi kasus tunggal. Observasi, wawancara mendalam serta penelusuran data sekunder digunakan untuk mengumpulkan data yang kemudian dianalisis dengan flow model analysis. Triangulasi data dilakukan untuk pemeriksaan keabsahan data dengan cara melakukan informan cross chek dan wawancara dengan pakar dan praktisi CSR. Dari penelitian ini didapatkan bahwa pemilihan program CSR PT JIEP didasari atas visi dan core bussiness lembaga yang memberikan penyediaan dan pengelolaan kawasan industri dan pengelolaan lingkungan. Dalam menentukan strategi perencanaan program CSR Ecogreen Industrial Estate, ternyata PT JIEP menggunakan strategi communication by objective yaitu komunikasi yang memungkinkan evaluasi dalam setiap proses event yang dilaksanakan sampai pada hasil akhir dari suatu aktivitas dengan tahap perencanaan sebagai berikut :(1) penetapan tujuan, (2) sasaran, (3) aktivitas dan (4) tindakan pengalokasian sumber daya serta pembagian kegiatan event atau program yang spesifik dan pembagian tugas. Sementara dalam strategi penyusunan program Ecogreen Industrial Estate dalam kerangka corporate social responsibility untuk membangun reputasi yang baik bagi perusahaan menggunakan program kampanye Eco Green Industrial Estate secara konsisten dengan melibatkan pengelola, investor kawasan industri serta komunitas atau masyarakat lokal KIP dan pemilihan isu lingkungan yang merupakan manajemen dampak polusi atas keberadaan perusahaan-perusahaan industri di PT JIEP. Dari perencanaan dan penyusunan progarm tersebut telah terjadi pergeseran peran public relations dari pendekatan klasik menuju pendekatan profesional dalam konteks public relations untuk mengelola reputasi perusahaan. Kata Kunci: corporate social responsibility, reputasi, public relations, corporate communications, strategi perencanaan dan penyusunan program.

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