<![CDATA[Internal communication plays a strategic role in supporting operational effectiveness and employee engagement in companies, especially in multinational companies with complex organizational structures. This study aims to analyze PT. XYZ's Communication and Branding strategy in improving the effectiveness of internal communication within the company. The research uses a qualitative descriptive approach with data collection techniques in the form of participatory observation, in-depth interviews with the Communication and Branding team and employees, and documentation studies. The results show that PT. XYZ's internal communication strategy is based on the Two-Way Symmetrical Model, which emphasizes two-way communication, active participation, and employee feedback. The use of various internal communication media such as Viva Engage, newsletters, TV media, and print media has proven to increase information accessibility and employee engagement across various levels, including the production area. In addition, the implementation of bilingual communication and the use of global communication guidelines support message consistency and communication inclusiveness. The effectiveness of internal communication strategies is measured through employee participation rates, feedback, and annual employee engagement surveys. This study concludes that the existence of the Communication and Branding department contributes significantly to creating more structured, participatory, and sustainable internal communication at PT. XYZ.]]>
