Strategi Public Relations dalam Pelaksanaan Program Corporate Social Responsibility pada PT Telkom

Abstract

Abstract. The CSR Indonesia digital learning (IDL) program is a form of PT Telkom's concern for the progress of Indonesian education, especially for teachers so that they can develop skills, potential, interests and talents in the digital field. This program is an annual program, has been held since 2014 and has received the best program in 2016. On the basis of this background, this research was conducted with the title "Public Relations Strategy in the Implementation of Corporate Social Responsibility at PT Telkom" (Case study on Public Relations Strategy in implementation of the IDL CSR program). The purpose of this study is to analyze 1. The reasons for the implementation of the IDL CSR program, 2. The stages of the public relations strategy by the corporate development center 3. to know the corporate development center in disseminating the IDL CSR program. The research method used qualitative methods with a case study approach through interview techniques, observation and literature study. The results showed that the IDL CSR program had an impact on increasing the ability of teachers to utilize IT in the teaching and learning process. The public relations strategy carried out by the CDC unit is in accordance with the PR strategy, namely defining the problem, planning & programming, taking action & communicating, evaluating the problem, well done. Other activities CDC collaborates with PGRI and Corcom and creates IDL websites and Instagrams to disseminate the program.

Keywords: Public Relations Strategy, Corporate Social Responsibility, Stakeholder Relations

Abstrak. Program CSR Indonesia digital learning (IDL) sebagai bentuk kepedulian PT Telkom terhadap kemajuan pendidikan Indonesia khususnya untuk para guru agar dapat mengembangkan skill, potensi, minat dan bakat di bidang digital. Program ini merupakan program tahunan, sudah diselenggarakan sejak tahun 2014 dan pernah mendapatkan best program ditahun 2016. Atas dasar latar belakang tersebut penelitian ini dilakukan dengan judul “Strategi Public Relations dalam Pelaksanaan Corporate Social Responsibility Pada PT Telkom†(Studi kasus pada Strategi Public Relations dalam pelaksanaan program CSR IDL). Tujuan penelitian ini untuk menganalisis 1. Alasan dilaksanakannya program CSR IDL, 2. Tahapan strategi public relations oleh corporate development center 3. mengetahui corporate development center dalam menyebarluaskan program CSR IDL. Metode penelitian menggunakan metode kualitatif dengan pendekatan studi kasus melalui teknik wawancara, observasi dan studi pustaka. Hasil penelitian diketahui progam CSR IDL berdampak pada peningkatan kemampuan para guru dalam memanfaatkan IT dalam proses belajar mengajar. Strategi public relations dilaksanakan unit CDC sesuai dengan strategi PR yaitu defining the problem, planning & programming, taking action & communicating, evaluating the problem, terlaksana dengan baik. Kegiatan lainnya CDC menjalin kerjasama dengan PGRI dan Corcom serta membuat website dan Instagram IDL untuk menyebarluaskan program tersebut.

Kata kunci: Strategi Public Relations, Corporate Social Responsibility, Stakeholder Relations