PERAN PUBLIC RELATIONS PT ASTRA INTERNATIONAL, TBK PADA PROGRAM CSR “NURANI ASTRA” DI MASA PANDEMIK COVID-19

Uljanatunnisa Uljanatunnisa, Vina Mahdalena

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Pandemi Covid-19 telah berdampak luas pada berbagai sector di Indonesia, Covid-19 menciptakan dua kondisi yang harus dihadapi perusahaan. Disatu sisi kondisi untuk tetap mempertahankan operasionalnya, kondisi lain juga menuntut perusahaan untuk memberikan kontribusi, atau memenuhi harapan stakeholdernya sebagai bentuk tanggung jawab mereka. Kondisi ini tentunya dialami oleh PT Astra International,Tbk. Ditengah upaya untuk tetap bertahan, PT Astra juga berupaya untuk memenuhi kebutuhan para stakeholdernya melalui kegiatan tanggung jawab sosial perusahaan. Dengan menggunakan Teori stakeholder dan Proses manajemen peneliti ini akan memfokuskan pada peran PR PT Astra serta menganalisis peran stakeholder pada program CSR di masa pandemik. Pendekatan yang digunakan pada penelitian ini adalah kualitatif dengan metode deskirptif. Hasil penelitian menunjukan bahwa untuk memenuhi kebutuhan dan harapan stakeholdernya PR pada program CSR melakukan Langkah-langkah seperti identfikasi masalah, tindakan komunikasi, evaluasi hingga pelaporan. Selain itu, untuk mencapai keberhasilan program, PR bersinergi dengan berbagai stakeholder. Dimana masing-masing stakeholder memiliki peran besar untuk mendukung program CSR.


Kata Kunci


Covid-19, CSR, Nurani Astra, Stakeholder.

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Referensi


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DOI: http://dx.doi.org/10.33822/jep.v5i2.4390

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