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PUBLIC RELATIONS STRATEGY ON RESPONDING ENVIRONMENTAL ISSUES TO SUSTAIN CORPORATE IMAGE: A Descriptive Study of Danone-AQUA's #BijakBerplastik Megan, Deborah; Noer, Mochammad Kresna
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 10, No 1 (2020): February - July 2020
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v9i2.1984

This study began with a contamination problem that was often brought up when speaking about environmental issues on a larger scale. The most debatable aspect of environmental issues nowadays is about marine plastic pollution that already contaminated the world's ocean. This issue then motivated societies in the world to start reducing plastic usage, but unfortunately, there are only a few companies that tried to support this movement. In Indonesia, Danone-AQUA is one of the companies that support the movement. In mid-2018, Danone-AQUA stated their commitment to engage in this said movement by making #BijakBerplastik commitment. This research was conducted using Cutlip and Center’s strategic public relations phase in understanding the social marketing effect that was done by Danone-AQUA in maintaining the positive image of the company as the pioneer of bottled drinking water in Indonesia. Using case study research method as its base with a post-positivistic paradigm and qualitative approach in descriptive nature, data was gathered by doing in-depth interviews and literature review studies. There are five key informants, two public relations communication consultants, representatives from Danone-AQUA, one public target, and one communications expert. This study found that the public relations strategy used by Danone-AQUA with the form of social marketing applied in #BijakBerplastik successfully maintains the corporate image in a positive way. To cite this article (7th APA style): Megan, D. & Noer, M. K. (2020). Public Relations Strategy on Responding Environmental Issues to Sustain Corporate Image: A Descriptive Study of Danone-AQUA's #BijakBerplastik. Journal Communication Spectrum, 10(1), 58-67. http://dx.doi.org/10.36782/jcs.v9i2.1984

Analisis Penyebab Terjadinya Digital Addiction pada Remaja Ditinjau dari Teori Media Entertainment Mochammad Kresna Noer
Ultimacomm: Jurnal Ilmu Komunikasi Vol 8 No 2 (2016): ULTIMACOMM
Publisher : Universitas Multimedia Nusantara

According to Peter Vordererâ€™s Theory of Media Entertainment, one of peopleâ€™s motivations to consume entertainment media is to escape from daily problems and routines, or known also as escapism. For example, when people are feeling bored, they can distract their mind to reduce the stress level by playing game, watching television, and listening to music. According to the theory, people expect to experience enjoyment when consuming entertainment. Escapism motivation expects enjoyment experience to happen at the time of playing game and afterward. Beside of assessing the influence of escapism motivation in consuming experience, this research aims to reveal peopleâ€™s expectation right after consuming the entertainment media. This study is based on the assumption that people have different feeling when and after consuming the media. After media consumption, people might feeling sorry for not using the time wisely, feeling tired and getting more bored. Keywords: interactive media, digital addiction, communication theory

Virtual or Hybrid? Marketing Event in the Time of Covid-19 Pandemic Noer, Mochammad Kresna; Ramadhanti, Tisyabella Rizki
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 2 (2022): JOBMARK Vol 3 No 2 (January-June 2022)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i2.150

This article compares the implementation of two different types and methods of marketing events or special events that were popular during the Covid-19 pandemic, namely virtual events and hybrid events. Using the case study method, we observed and interviewed key informants and conducted document searches related to a Job fair event and an automatic product launch. The study found that virtual events allow participants facing travel restrictions to stay connected and participate in an event. In contrast, hybrid events are the best option if the number of participants is a critical factor in the event's success. In addition, despite having shortcomings in sensory stimulation, virtual events excel in terms of cost efficiency and participant affordability. Therefore, for marketing events that aim to introduce high-involvement products, hybrid or direct events are more appropriate.

Analysis of Health Product Communication Strategy by Company XYZ in Fulfilling the Code of Conduct in the Pharmaceutical Industry Ferdy Senjatiana; Mochammad Kresna Noer
Jurnal Indonesia Sosial Sains Vol. 6 No. 6 (2025): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v6i6.1745

The growth of digital startups in Indonesia faces major challenges, including limited access to funding, low digital literacy, and uneven infrastructure, which hinder business sustainability. PT Telekomunikasi Selular (Telkomsel), through its CSR program "9th NextDev" themed Growing to Inspire, aims to address these issues by strengthening the digital startup ecosystem using a community relations approach. This program serves as a strategic initiative to drive digital innovation while supporting social sustainability within Indonesian communities. This study explores Telkomsel's community relations strategy in building sustainable relationships with digital startup communities. The focus is on how the 9th NextDev program supports training, business development, and the empowerment of digital communities as part of the company’s corporate social responsibility (CSR). Using a qualitative case study approach, this research applies Edmund M. Burke's theory, which includes three main pillars: Building Sustainable Relationships of Trust, Managing Community Issues and Concerns, and Using Community Support Programs to Build Trust. The findings indicate that the program successfully establishes sustainable relationships through transparent information sharing, two-way communication, and active community engagement. To address community issues, the program identifies the specific needs of startups, resolves conflicts, and responds promptly to challenges such as limited digital literacy and technology adoption in regions with inadequate infrastructure. Through mentoring, technical training, and access to business networks, the program strengthens the foundation of startups and fosters inclusivity. Despite persistent infrastructure challenges, socially relevant technology-based solutions have enabled 9th NextDev to enhance startup sustainability while boosting Telkomsel's reputation as a leader in sustainable digital innovation in Indonesia.

Symbolic Interaction as a Communication Strategy to Increase the Competitiveness of Job Applicants in the Context of Corporate Communication Riandia Paramitha, Ni Ajeng; Noer , Mochammad Kresna
Jurnal Indonesia Sosial Sains Vol. 6 No. 5 (2025): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v6i5.1722

Corporate communication plays a vital role in shaping organizational image and attracting talent, with digital platforms increasingly used in recruitment. Curriculum Vitae (CVs) and portfolios serve as crucial communication tools reflecting professional identity, yet CVs often fail to convey personality or in-depth expertise. This study aims to analyze how the integration of CVs and portfolios can increase applicant competitiveness in job selection by examining the perceptions of users (employers) and HR, through the lens of Goffman's Symbolic Communication Theory and DeVito's Interpersonal Communication Theory. Employing a qualitative approach with a case study method, data was collected through in-depth interviews with employees, users, and HR involved in the selection process, supplemented by analysis of CV and portfolio documents. A well-structured CV attracts initial HR attention, while an informative, narrative portfolio provides concrete evidence of skills, especially for roles requiring visual proof of work. Both act as communication symbols reflecting an individual's values and competencies, with interview communication effectiveness influenced by adaptability and storytelling. This research provides insights for companies and HR to improve recruitment effectiveness and for applicants to optimize digital CV and portfolio integration, highlighting the importance of balancing professionalism with authenticity.

Strategi Komunikasi Pemulihan Pasca Krisis Menggunakan Influencer oleh KemenKopUKM Tito, Fitara; Noer, Mochammad Kresna
MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi Vol 6 No 3 (2025): September
Publisher : P3M Politeknik Negeri Media Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46961/mediasi.v6i3.1773

The digitalization era has brought significant changes in how communication is conducted, especially during crises. One of the challenges faced is how the government handles crises that affect public reputation. This study aims to analyze the crisis communication strategies employed by the Ministry of Cooperatives and SMEs (KemenKopUKM) in managing crises through the use of influencers. The theories utilized in this research are the Social-Mediated Crisis Communication (SMCC) theory and crisis communication theory, which explain how communication mediated through social media can repair damaged public images. The methodology used is a qualitative approach with an in-depth case study design, accompanied by content analysis to examine the meaning of messages conveyed through social media. Data is collected through in-depth interviews with the KemenKopUKM communication team and involved influencers, as well as an analysis of relevant documents. The operationalization of concepts involves identifying key indicators of crisis communication and the effectiveness of using influencers in the repair process.

Pengaruh Komunikasi Interpersonal terhadap Motivasi Pasien dalam Melaksanakan Pemeriksaan MRI (Magnetic Resonance Imaging) Elgusia, Reghina; Noer, Mochammad Kresna; Eddyono, Aryo Subarkah; Agustini, Prima Mulyasari
Innovative: Journal Of Social Science Research Vol. 4 No. 6 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i6.15104

Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi interpersonal terhadap motivasi pasien dalam melaksanakan pemeriksaan MRI di RS X. Berdasarkan karakteristik responden yang melakukan pemeriksaan MRI pada bulan Mei, mayoritas responden berada pada rentang usia 21-30 tahun dan menggunakan jaminan kesehatan BPJS Kesehatan. Selain itu, sebagian besar responden berasal dari rujukan luar RS X, yang menunjukkan bahwa lebih banyak pasien dirujuk dari luar dibandingkan dari poliklinik dan rawat inap RS X. Hasil penelitian menunjukkan bahwa komunikasi interpersonal memiliki pengaruh yang signifikan terhadap motivasi pasien dalam melakukan pemeriksaan MRI, dengan pengaruh sebesar 77,7%. Koefisien regresi menunjukkan hubungan positif dan signifikan antara komunikasi interpersonal dan motivasi pasien (B = 0,557, t = 17,017). Temuan ini menegaskan pentingnya komunikasi interpersonal yang efektif dalam meningkatkan motivasi pasien untuk menjalani pemeriksaan MRI.

Symbolic Interaction as a Communication Strategy to Increase the Competitiveness of Job Applicants in the Context of Corporate Communication Riandia Paramitha, Ni Ajeng; Noer , Mochammad Kresna
Jurnal Indonesia Sosial Sains Vol. 6 No. 5 (2025): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v6i5.1722

Corporate communication plays a vital role in shaping organizational image and attracting talent, with digital platforms increasingly used in recruitment. Curriculum Vitae (CVs) and portfolios serve as crucial communication tools reflecting professional identity, yet CVs often fail to convey personality or in-depth expertise. This study aims to analyze how the integration of CVs and portfolios can increase applicant competitiveness in job selection by examining the perceptions of users (employers) and HR, through the lens of Goffman's Symbolic Communication Theory and DeVito's Interpersonal Communication Theory. Employing a qualitative approach with a case study method, data was collected through in-depth interviews with employees, users, and HR involved in the selection process, supplemented by analysis of CV and portfolio documents. A well-structured CV attracts initial HR attention, while an informative, narrative portfolio provides concrete evidence of skills, especially for roles requiring visual proof of work. Both act as communication symbols reflecting an individual's values and competencies, with interview communication effectiveness influenced by adaptability and storytelling. This research provides insights for companies and HR to improve recruitment effectiveness and for applicants to optimize digital CV and portfolio integration, highlighting the importance of balancing professionalism with authenticity.

Analysis of XYZ's Health Product Communication Strategy in Fulfilling the Elements of the Pharmaceutical Industry Code of Conduct Senjatiana, Ferdy; Noer, Mochammad Kresna
Jurnal Indonesia Sosial Sains Vol. 6 No. 6 (2025): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v6i6.1745

This study aims to analyze the health product communication strategy implemented by Company XYZ in complying with the pharmaceutical industry's code of conduct in Indonesia. As a member of the International Pharmaceutical Manufacturers Group (IPMG), Company XYZ faces challenges in delivering ethical product messages amid strict regulations from the Indonesian Food and Drug Authority (BPOM) and IPMG’s code of ethics, which prohibits direct-to-public promotion. This research employs a qualitative approach using a descriptive case study method, involving in-depth interviews, document analysis, and observation. The findings reveal that Company XYZ applies an adaptive and ethical communication strategy through narrative approaches, selective media mapping, and active engagement in industry associations. The strategy reflects a glocal approach, where global communication policies are adjusted to local contexts. Another key finding is the practice of grey area compliance, where communication strategies technically do not violate regulations but still convey product messages implicitly. While this demonstrates the communication team’s ingenuity in navigating regulatory boundaries, it also poses potential risks of unethical communication if not properly managed. This study proposes the development of a more contextual, strategic, and regulation-compliant health product communication model, adapted from the corporate communication framework introduced by Nurlaela Arief. This model is expected to serve as a reference for communication practices in the complex and dynamic pharmaceutical industry.

Strategi Manajemen Isu Custom Box Packaging “Risepack” Demi Mempertahankan Citra Perusahaan Al Faruqi, Muhammad Umar; Noer, Mochammad Kresna
Jurnal SOMASI (Sosial Humaniora Komunikasi) Vol. 6 No. 2 (2025): Desember 2025
Publisher : CERED Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53695/js.v6i2.1370

Di era digital saat ini, isu terkait kualitas produk dapat dengan cepat memengaruhi citra dan reputasi perusahaan. Penelitian ini bertujuan untuk menganalisis strategi manajemen isu yang diterapkan oleh PT Billah Berdikari Indonesia (Risepack) dalam menangani permasalahan kualitas produk serta mengevaluasi efektivitasnya dalam mempertahankan citra perusahaan. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi yang melibatkan perwakilan internal perusahaan, konsumen, dan pakar manufaktur sebagai triangulator. Hasil penelitian menunjukkan bahwa strategi manajemen isu Risepack terdiri atas lima tahapan utama: identifikasi isu, analisis isu, pemilihan strategi, implementasi program aksi, serta evaluasi dan pemantauan. Pemilihan strategi tersebut didorong oleh kebutuhan menjaga kepuasan pelanggan, mencegah kehilangan pelanggan, dan mempertahankan klien utama yang menjadi penopang keberlangsungan bisnis. Penelitian ini memberikan kontribusi teoretis pada kajian manajemen isu dan rekomendasi praktis bagi perusahaan dalam menjaga reputasi melalui komunikasi strategis yang efektif.

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