Azizan, Syairazy Awra (2025) STRATEGI CORPORATE COMMUNICATION DALAM MEMPERTAHANKAN CITRA POSITIF (Studi Kasus: Program Bedah Rumah PT Krakatau Steel). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
The housing renovation program is viewed as a strategic initiative through which the company can both deliver social benefits and preserve its positive reputation. This study examines how the program is implemented as a strategy for maintaining corporate image. A descriptive qualitative approach was employed, utilizing the Cutlip, Center, and Broom Public Relations Process Model and a case-study method to gain an in-depth understanding of the entire process. Data were collected via interviews with five informants, participant observation, and document review. Analysis revealed four key stages in the housing renovation strategy. First, the fact finding stage is involving analysis of the factors driving program implementation. Second, the planning stage is in which objectives and plans were formulated to address community needs while safeguarding the company’s image. Third, the communication stage is entailing execution of the renovation activities and dissemination of program information to the public via mass media and social media channels. Fourth, the evaluation stage is which assessed both process and outcomes and gathered feedback from beneficiaries. The study concludes that PT Krakatau Steel’s housing renovation strategy has been effective in assisting the community and strengthening the company’s image, although its reach has not yet been fully equitable across all low-income groups.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Program bedah rumah dipandang sebagai langkah strategis bagi perusahaan untuk sekaligus memberikan manfaat sosial dan memelihara reputasi positifnya. Peneliti berminat mengeksplorasi bagaimana program ini dijalankan sebagai strategi mempertahankan citra perusahaan. Pendekatan yang dipilih adalah pendekatan kualitatif deskriptif. Menggunakan Model Proses Public Relations Cutlip, Center, dan Broom, serta menggunakan metode studi kasus untuk memahami secara mendalam seluruh prosesnya. Menggunakan teknik pengumpulan data melalui wawancara dengan lima informan, observasi, dan dokumentasi. Hasil analisis mengungkap empat tahap utama strategi program bedah rumah. Pertama, tahap fact finding (pencarian fakta) dilakukan dengan menganalisis dan menelaah faktorfaktor yang mendorong pelaksanaan bedah rumah. Kedua, tahap planning (perencanaan) dilakukan dengan merumuskan rencana dan target yang menjawab kebutuhan masyarakat sekaligus menjaga citra perusahaan agar pelaksanaan tidak melenceng. Ketiga, tahap communication (komunikasi) dilakukan dengan menyebarkan kabar tentang program bedah rumah kepada publik melalui media massa dan kanal media sosial dan melaksanakan program bedah rumah. Keempat, tahap evaluation (evaluasi) dilakukan dengan menilai proses dan hasil program, termasuk mengumpulkan umpan balik dari penerima manfaat. Kesimpulannya, strategi bedah rumah PT Krakatau Steel telah efektif dalam membantu masyarakat dan memperkuat citra perusahaan, meski cakupannya belum sepenuhnya merata di kalangan masyarakat kurang mampu. | |||||||||
| Uncontrolled Keywords: | Positive Image, Corporate Communication, Housing Renovation Strategy Citra Positif, Corporate Communication, Strategi Program Bedah Rumah | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Syairazy Awra Azizan | |||||||||
| Date Deposited: | 25 Jun 2025 03:03 | |||||||||
| Last Modified: | 25 Jun 2025 03:03 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/49834 |
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