Strategi Humas Internasional PT. Bio Farma (Persero) dalam Membangun Reputasi Internasional

Abstract

Abstract. Corporate Social Responsibility (CSR) PT. Bio Farma (Persero) in the form of Geopark Ciletuh management into Global Geopark Network UNESCO is one of the activities of Public Relations. Bio Farma trying to improve the standard of living of people who are in Geopark Ciletuh region through the development of Tourism Village. By using qualitative research methods especially case study approach, the researcher will describe Bio Farma Corporate Communication activity in building International reputation through socialization of Geopark Ciletuh as Global Geopark Network UNESCO. Researchers use three data retrieval techniques such as in-depth interviews, field observation, and literature study. Bio Farma Corporate Communication activities in the form of Geopark Ciletuh area management can be reviewed from several strategies such as: Government relations strategy which include: Communicate company position to government agencies and Lobby at government level. Community Relations Strategy which aims to get full support from the community and community in Geopark Ciletuh area, the form of activities include: socialization, conservation and education. Strategy of branding destination by maximizing Geopark Ciletuh potential that fulfill three criteria as international CSR, namely Bio-Diversity, Geo-Dipersity, and Cultural-Dipersity. Strategy of socialization to local audiences (local people), and international audiences (UNESCO). Strategy of strengthening international reputation through international CSR program. The success of Bio Farma appoints Geopark Ciletuh can be differentiated with vaccine manufacturers from other countries amid the competition in the field of world vaccine is quite tight.

Keywords: CSR, International Reputation, Socialization

Abstrak. Corporate Social Responsibility (CSR) PT. Bio Farma (Persero) berupa pengelolaan kawasan Geopark Ciletuh menjadi Global Geopark Network UNESCO merupakan salah satu aktivitas Public Relations. Bio Farma berusaha meningkatkan taraf  hidup masyarakat yang berada di kawasan Geopark Ciletuh melalui pengembangan Desa Pariwisata. Dengan menggunakan metode penelitian kualitatif khususnya pendekatan studi kasus, peneliti hendak memaparkan aktivitas Corporate Communication Bio Farma dalam membangun reputasi Internasional melalui sosialisasi Geopark Ciletuh sebagai Global Geopark Network UNESCO. Peneliti menggunakan tiga teknik pengambilan data berupa wawancara mendalam, observasi lapangan, dan studi pustaka. Aktivitas Corporate Communication Bio Farma berupa pengelolaan kawasan Geopark Ciletuh dapat ditinjau dari beberapa strategi diantaranya: Strategi government relations yang meliputi: Communicate company position to government agencies dan Lobby at government level. Strategi Community Relations yang bertujuan untuk mendapatkan dukungan secara penuh dari masyarakat dan komunitas di kawasan Geopark Ciletuh, bentuk kegiatannya meliputi: sosialisasi, konservasi dan edukasi. Strategi branding destination dengan memaksimalkan potensi Geopark Ciletuh yang memenuhi tiga kriteria sebagai CSR internasional, yakni Bio-Diversity, Geo-Dipersity, dan Cultural-Dipersity. Strategi sosialisasi kepada khalayak lokal (masyarakat setempat), dan khalayak internasional (UNESCO). Strategi pengokohan reputasi internasional melalui program CSR internasional. Keberhasilan Bio Farma mengangkat Geopark Ciletuh disebut dapat menjadi pembeda dengan produsen vaksin dari negara lain di tengah kompetisi dalam bidang vaksin dunia cukup ketat.

Kata Kunci: CSR, Reputasi Internasional, Sosialisasi