Evaluasi Strategi Komunikasi dalam Pelaksanaan Program CSR

Authors

  • Al Wahyu Triono Universitas Islam Riau

DOI:

https://doi.org/10.55985/jcmo.v2i2.203

Keywords:

Corporate Social Responsibility, Pengembangan Masyarakat

Abstract

Penelitian ini bertujuan untuk mengeksplorasi dan mengevaluasi strategi komunikasi yang diterapkan dalam program Tanggung Jawab Sosial Perusahaan oleh PT. Pertamina Refinery Unit II Dumai. Penelitian ini menggunakan pendekatan kualitatif dengan teknik pemilihan informan purposif, yang berfokus pada individu yang memiliki pemahaman mendalam tentang kegiatan TJSP di perusahaan. Pengumpulan data dilakukan melalui wawancara mendalam dan observasi dokumen yang terkait dengan program TJSP. Temuan utama penelitian ini menunjukkan bahwa strategi komunikasi yang diterapkan oleh PT. Pertamina RU II Dumai meliputi lima unsur utama: menentukan target audiens yang tepat, mengembangkan pesan yang jelas dan menarik, memilih metode komunikasi yang efektif, memilih media yang sesuai, dan menggunakan komunikator dengan kredibilitas tinggi. Tantangan dalam penyampaian pesan diidentifikasi dalam dua aspek: pertama, tantangan internal seperti perpindahan tugas yang dapat mempengaruhi konsistensi komunikasi, dan kedua, perbedaan pemahaman dan kemampuan di antara staf HR yang terlibat dalam program CSR.

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Published

19-12-2023

How to Cite

Triono, A. W. (2023). Evaluasi Strategi Komunikasi dalam Pelaksanaan Program CSR. Journal of Communication Management and Organization, 2(2), 78–87. https://doi.org/10.55985/jcmo.v2i2.203

Issue

Vol. 2 No. 2 (2023): Journal of Communication Management and Organization

Section

Articles

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