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All Journal International Journal of Education and Social Science (IJESS) Jurnal Dinamika Ilmu Komunikasi
Azza, Aulia
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Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Corporate Social Responsibility Communication Strategy of Pertamina Subholding Upstream Regional Java in Enhancing Corporate Image Azza, Aulia; Saleh, Amiruddin
IJESS International Journal of Education and Social Science Vol. 6 No. 2 (2025): VOL 6 NO 2 OCTOBER 2025
Publisher : INTERNATIONAL PENELITI EKONOMI, SOSIAL, DAN TEKNOLOGI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56371/ijess.v6i2.416

Abstract

This study aims to analyze the communication strategies implemented by the Communication, Relations, & Community Involvement and Development (CID) Team of Pertamina Subholding Upstream Regional Java in carrying out Corporate Social Responsibility (CSR) programs to shape and strengthen the company’s image amidst social dynamics and high public expectations. This research employs a qualitative descriptive approach and refers to the four-phase public relations communication strategy model by Cutlip et al. (2016), which includes fact finding, planning and programming, taking action and communicating, and evaluating the problem. Data were collected through in depth interviews, field observations, and document analysis. The findings show that a structured, collaborative, and sustainable communication strategy effectively promotes active public engagement and increases community satisfaction with the CSR programs. Programs such as Pendidikan Lingkungan untuk Anak (PELITA) and other initiatives are implemented through a multiyear approach and widely disseminated via conventional media, mass media, and social media platforms. Program evaluations are carried out using tools such as Social Return on Investment (SROI) and the Community Satisfaction Index (IKM), which demonstrate that CSR programs not only create significant social impact but also enhance the company’s reputation. Open and participatory two-way communication proves to be the key to the success of these strategies. The study concludes that strategically implemented CSR serves not only as a form of corporate social responsibility but also as a vital instrument for building public trust and legitimacy.
Strategi Kreatif Penulis dalam Menjaga Brand Image PT. Highend Multimedia Indonesia Azza, Aulia; Pranata, Rici Tri Harpin; Marithasari, Harries
Jurnal Dinamika Ilmu Komunikasi Vol 11, No 2 (2025)
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/dinamika.v11i2.6114

Abstract

This study thoroughly analyzes the implementation of creative strategies carried out by PT. Highend Multimedia Indonesia to maintain its brand image. The main focus is on the use of exclusivity and authority as pillars of branding. This research uses mix methods, in which researchers were actively involved during a four-month internship. The results show that the writing strategy based on Positioning Theory proved to be very effective in increasing reader engagement. This success was validated by the achievement of an article titled “When $1,000 Bag Charms Become the Latest Small Luxury in the Retail World”. The article broke into the Top 3 Viewa in terms of views in August 2025, strongly reinforcing the brand's position as a credible and authoritative source of information in its industry. The main conclusion of this study is that consistency in positioning is an absolute strategic key. To maintain and enhance this authority, investing in premium research tools is highly recommended. This consistency and research support will ensure PT. Highend Multimedia Indonesia continues to excel in its exclusive narrative.
Co-Authors Amiruddin Saleh Marithasari, Harries Rici Tri Harpin Pranata