AMALIA, VICKY RIZQI (2019) STRATEGI PUBLIC RELATIONS PT. ANTAM TBK. UBPP LOGAM MULIA DALAM MEMBANGUN CITRA PERUSAHAAN MELALUI PROGRAM CORPORATE SOCIAL RESPONSIBILITY NYIMAS, DI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
PT. ANTAM Tbk. UBPP Logam Mulia is a state-owned enterprises (BUMN) in the field of mining. The company stood since 1968 is located in Pulogadung East Jakarta. In its journey, PT. ANTAM Tbk. UBPP Logam Mulia realizes that people's welfare is important in influencing sustainability in the company's operations. As in June 2019 interviews to internal and external informant of the company, and carried out data processing using the triangulation method to test the suitability between speech and the informant action. By doing this, the test obtained results that can be the strategy of public relations to build the company's image through the program Corporate Social Responsibility NYIMAS. In accordance with the vision of PT. ANTAM TBK. UBPP The precious metals are "becoming a leading global corporation through the diversification and integration of natural resourcesbased enterprises" by not taking advantage Materically but attempting to embed the imagery Related to the company. Therefore, Public Relations strategy in building corporate image through NYIMAS CSR program is with the role of Public Relations business to embed positive perception and or good perception of company (image) to society through activities that conducted by PT. ANTAM Tbk. UBPP Precious metals with defensive strategy. Where companies do business to ward off negative assumptions of the wider community, with a genuine desire to do good and righteous activities. Public Relations strategy in establishing the company's image in accordance with Cutlip & Center (in Kasali and Abdurachman) that the Public Relations process consists of Fact Finding, Planning, Communicating and Evaluation activities. Where all these activities involve stakeholders, the media and the community. Keywords : CSR, NYIMAS, Strategy, Public Relations. PT. ANTAM Tbk. UBPP Logam Mulia adalah sebuah Badan Usaha Milik Negara (BUMN) dalam bidang pertambangan. Perusahaan ini berdiri sejak tahun 1968 berlokasi di Pulogadung Jakarta Timur. Dalam perjalanannya, PT. ANTAM Tbk. UBPP Logam Mulia menyadari bahwa kesejahteraan masyarakat dirasa penting dalam mempengaruhi keberlangsungan dalam operasional perusahaan. Sebagaimana pada bulan Juni 2019 dilakukan wawancara kepada informan internal dan eksternal perusahaan, dan dilakukan pengolahan data dengan menggunakan metode triangulasi guna menguji kesesuaian antara ucapan dan tindakan informan. Dengan dilakukannya pengujian tersebut didapatkan hasil yang dapat mendeskirpsikan strategi public relations dalam membangun citra perusahaan melalui program Corporate Social Responsibility NYIMAS. Sesuai dengan visi PT. ANTAM Tbk. UBPP Logam Mulia yaitu “Menjadi korporasi global terkemuka melalui diversifikasi dan integrasi usaha berbasis Sumber Daya Alam” dengan tidak mengambil suatu keuntungan secara materil tetapi berusaha untuk menanamkan citra yang baik terhadap masyarakat berkaitan dengan perusahaan. Maka strategi Public Relations dalam membangun citra perusahaan melalui program CSR NYIMAS adalah dengan peran usaha Public Relations untuk menanamkan persepsi positif dan atau persepsi baik tentang perusahaan (citra) kepada masyarakat melalui kegiatan yang dilakukan oleh PT. ANTAM Tbk. UBPP Logam Mulia dengan Strategi Defensif. Dimana usaha yang dilakukan perusahaan guna menangkis anggapan negatif masyarakat luas, dengan keinginan yang tulus untuk melakukan kegiatan yang baik dan benar. Strategi Public Relations dalam membangun citra perusahaan sesuai dengan Cutlip & Center (dalam Kasali dan Abdurachman) bahwa proses Public Relations terdiri dari kegiatan Fact Finding, Planning, Communicating dan Evaluation. Dimana semua kegiatan tersebut melibatkan stakeholder, media dan masyarakat. Kata kunci : CSR, NYIMAS, Strategi, Public Relations
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