Penerapan Strategi Komunikasi Dalam Program Corporate Social Responsibility

Barkah Hadamean Harahap

Abstract


Abstract: Communication skills as capital for communication practitioners in the company or better known as public relations (PR) to implement CSR. In the context of the formation of corporate image, in all fields of discussion above, it may be said that PR is involved in it, from fact finding, planning, and communicating, to evaluation. Corporate Responsibility Social is the responsibility of an organization for the impact of its decisions and activities on society and the environment, through transparent and ethical behavior, which; consistent with sustainable development and community welfare; paying attention to the interests of stakeholders, in accordance with applicable law and consistent with international norms; integrated in all organizational activities, in this sense includes both activities, products and services. Corporate Social Responsibility that can be chosen by the company, namely the Cause Promotions Program, Cause-Related Marketing, Corporate Social Marketing, Corporate Philanthropy, Community Volunteering, Socially Responsible Business. A good communication strategy must be able to predict the effects of communication that are expected in the form of: disseminating information, doing persuasively, carrying out instructions. Communication strategies carried out by CSR in carrying out communication programs with attention to the elements of communication. The strategy in question is to know the communicant, compile the message and the method used, the role of the communicator, and the media used in communication. One strategy to maintain success is achieved and the ability to embrace the community to create a harmonious relationship between the two the ability of the strategy used by executors to maintain the stability and image of the company.

Keyword: CSR, Komunikasi, dan Strategi.

 

Keterampilan komunikasi sebagai modal bagi praktisi komunikasi di perusahaan atau lebih dikenal dengan public relations (PR) untuk mengimplementasikan CSR. Dalam konteks pembentukan citra perusahaan, dalam semua bidang diskusi di atas, dapat dikatakan bahwa PR terlibat di dalamnya, dari pencarian fakta, perencanaan, dan komunikasi, hingga evaluasi. Tanggung Jawab Perusahaan Sosial adalah tanggung jawab organisasi atas dampak keputusan dan kegiatannya terhadap masyarakat dan lingkungan, melalui perilaku yang transparan dan etis, yang; konsisten dengan pembangunan berkelanjutan dan kesejahteraan masyarakat; memperhatikan kepentingan para pemangku kepentingan, sesuai dengan hukum yang berlaku dan konsisten dengan norma-norma internasional; terintegrasi dalam semua kegiatan organisasi, dalam hal ini termasuk kegiatan, produk dan layanan. Corporate Social Responsibility yang dapat dipilih oleh perusahaan, yaitu Cause Promotions Program, Cause-Related Marketing, Corporate Social Marketing, Corporate Philantropy, Community Volunteering, Community Volunteering, Business Social Responsible Business. Strategi komunikasi yang baik harus dapat memprediksi efek komunikasi yang diharapkan dalam bentuk: menyebarluaskan informasi, melakukan secara persuasif, melaksanakan instruksi. Strategi komunikasi dilakukan oleh CSR dalam menjalankan program komunikasi dengan memperhatikan elemen komunikasi. Strategi yang dimaksud adalah untuk mengetahui komunikan, mengkompilasi pesan dan metode yang digunakan, peran komunikator, dan media yang digunakan dalam komunikasi. Salah satu strategi untuk mempertahankan kesuksesan tercapai dan kemampuan merangkul masyarakat untuk menciptakan hubungan yang harmonis antara kedua kemampuan strategi yang digunakan oleh para pelaksana untuk menjaga stabilitas dan citra perusahaan.

Kata Kunci: CSR, Komunikasi, dan Strategi.


Full Text:

PDF

References


Argandoña, Antonio, and Heidi von Weltzien Hoivik. “Corporate Social Responsibility: One Size Does Not Fit All. Collecting Evidence from Europe.” Journal of Business Ethics 89, no. 3 (2009): 221–234.

Effendy, Onong Uchjana. “Hubungan Masyarakat: Suatu Studi Komunikasi.” Bandung: PT Remaja Rosda Karya, 2002.

———. Hubungan Masyarakat: Suatu Studi Komunikologis. Bandung: Penerbit PT Remaja Rosdakarya, 2006.

Freeman, Ina, and Amir Hasnaoui. “The Meaning of Corporate Social Responsibility: The Vision of Four Nations.” Journal of Business Ethics 100, no. 3 (2011): 419–443.

Hadi, Nor. “Corporate Social Responsibility (CSR) Edisi 1.” Jakarta: Graha Ilmu, 2011.

Hartono, Sri Redjeki. Hukum Ekonomi Indonesia. Malang: Bayumedia Pub., 2007.

Kotler, Philip, and Nancy Lee. Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. John Wiley & Sons, 2008.

Perrini, Francesco, and Antonio Tencati. “Stakeholder Management and Sustainability Evaluation and Reporting System (SERS): A New Corporate Performance Management Framework.” Organizations and the Sustainability Mosaic: Crafting Long-Term Ecological and Societal Solutions 4 (2007).

Rachman, Nurdizal M., Asep Efendi, and Emir Wicaksana. Panduan Lengkap Perencanaan CSR. Jakarta: Penebar Swadaya Grup, 2011.

Rahman, Reza, and Deti. Corporate Social Responsibility: Antara Teori Dan Kenyataan. Yogyakarta: Medpress, 2009.

Rusdianto, Ujang. “CSR Communications a Framework for PR Practitioners.” Yogyakarta: Graha Ilmu, 2013.

Solihin, Ismail. Corporate Social Responsibility: From Charity to Sustainability. Jakarta: Salemba Empat, 2009.

Sukoco, Iwan. “Fungsi Public Relations Dalam Menjalankan Aktivitas Corporate Social Resposibility.” Jurnal Dinamika Manajemen 4, no. 2 (2013).

Turban, Daniel B., and Daniel W. Greening. “Corporate Social Performance and Organizational Attractiveness to Prospective Employees.” Academy of Management Journal 40, no. 3 (1997): 658–672.

Wibisono, Yusuf. Membedah Konsep & Aplikasi CSR: Corporate Social Responsibility. Jakarta: Gramedia, 2007.


Refbacks

  • There are currently no refbacks.