Main Article Content
Abstract
Corporate social responsibility requires companies to communicate with their stakeholders. Therefore, corporate social responsibility (CSR) communication is as important as CSR programs. This research aims to find out whether Metro TV conducts corporate social responsibility (CSR) communication and how corporate social responsibility (CSR) communication on the health pillar of the free cataract surgery program. This research uses descriptive qualitative method. Referring to stakeholder theory and the concept of corporate social responsibility (CSR). Data were collected through in-depth interviews with two key informants, namely the CSR & Community Relations Manager and the staff of Metro TV. Informants consisted of Perdami public relations staff as well as two participants of the free cataract surgery program. The results showed that Metro TV communicates corporate social responsibility (CSR) in the health pillar of the free cataract surgery program through various publications containing CSR messages of Metro TV's initiatives and commitments related to the free cataract surgery program channeled in various media such as press releases, Metro TV platforms, news media, and social media. Metro TV's corporate social responsibility (CSR) communication in the health pillar of the free cataract surgery program uses CSR communication strategies classified by Morshing and Schultz, namely stakeholder theory consisting of stakeholder information strategies, stakeholder response strategies, and stakeholder engagement strategies.
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References
- Akrimi, Y., & Khemakhem, R. (2012). What Drive Consumers to Spread the Word in Social Media? Journal of Marketing Research & Case Studies, 1–14. https://doi.org/10.5171/2012.969979
- Carroll, A. B., & Buchholtz, A. K. (2014). Business and Society: Ethics, Sustainability, and Stakeholder Management. Cengage Learning.
- Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication. International Journal of Management Reviews, 12(1), 8–19. https://doi.org/10.1111/j.1468-2370.2009.00276.x
- Etter, M. (2013). Reasons for low levels of interactivity. Public Relations Review, 39(5), 606–608. https://doi.org/10.1016/j.pubrev.2013.06.003
- Fadli, M. R. (2021). Memahami desain metode penelitian kualitatif. HUMANIKA, 21(1), 33–54. https://doi.org/10.21831/hum.v21i1.38075
- Ghozali, I., & Chariri, A. (2007). Teori Akuntansi. Badan Penerbit Universitas Diponegoro.
- Hendrayani, Y., Labetubun, M. A. H., Nugroho, L., Pinem, D., Mukhtadi, Sinurat, J., Pusporini, Umiyati, H., Anwar, K., Lahallo, F. F., Rahayu, P. S., Ahmad, D., & Gaol, S. L. (2022). DAMPAK CSR : MENCIPTAKAN, MENGUKUR DAN MENGKOMUNIKASIKAN DAMPAK. In U. Saripudin (Ed.), CSR PERUSAHAAN “Teori Dan Praktis Untuk Manajemen Yang Bertanggung Jawab” (pp. 151–167). Widina Bhakti Persada Bandung.
- Husnan, A., & Pamudji, S. (2013). Pengaruh Corporate Social REsponsibility (CSR Disclosure) terhadap Kinerja Keuangan Perusahaan. Diponegoro Journal of Accounting, 2(2), 773–780. https://ejournal3.undip.ac.id/index.php/accounting/article/view/3335
- Jalal. (2010). Komunikasi CSR: Pelatihan Membangun Reputasi Perusahaan Melalui Komunikasi CSR Efektif. http://csrindonesia.com/komunikasi-csr/
- Kusniadji, S. (2011). Mengkomunikasikan Program Corporate Social Responsibilty untuk meningkatkan citra perusahaan. Jurnal Komunikasi Universitas Tarumanegara, 3(1), 55–63.
- Mainardes, E. W., Alves, H., & Raposo, M. (2012). A model for stakeholder classification and stakeholder relationships. Management Decision, 50(10), 1861–1879. https://doi.org/10.1108/00251741211279648
- Moleong, L. (2009). Metodologi Penelitian Kualitatif (Edisi Revisi). PT Remaja Rosdakarya.
- Morsing, M., & Schultz, M. (2006). Corporate social responsibility communication: stakeholder information, response and involvement strategies. Business Ethics: A European Review, 15(4), 323–338. https://doi.org/10.1111/j.1467-8608.2006.00460.x
- Pemerintah Pusat. (2007). UU Nomor 40 Tahun 2007 tentang Perseroan Terbatas. https://peraturan.bpk.go.id/Details/39965.
- Soemirat, S., & Ardianto, E. (2017). Dasar-Dasar Public Relations. PT Remaja Rosdakarya.
- Song, B., & Wen, J. (Taylor). (2020). Online corporate social responsibility communication strategies and stakeholder engagements: A comparison of controversial versus noncontroversial industries. Corporate Social Responsibility and Environmental Management, 27(2), 881–896. https://doi.org/10.1002/csr.1852
- Sukoco, I. (2013). Public Relations dalam Menjalankan Aktivitas Corporate Social Responsibility. Jurnal Dinamika Manajemen, 4(2), 192–203.
References
Akrimi, Y., & Khemakhem, R. (2012). What Drive Consumers to Spread the Word in Social Media? Journal of Marketing Research & Case Studies, 1–14. https://doi.org/10.5171/2012.969979
Carroll, A. B., & Buchholtz, A. K. (2014). Business and Society: Ethics, Sustainability, and Stakeholder Management. Cengage Learning.
Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication. International Journal of Management Reviews, 12(1), 8–19. https://doi.org/10.1111/j.1468-2370.2009.00276.x
Etter, M. (2013). Reasons for low levels of interactivity. Public Relations Review, 39(5), 606–608. https://doi.org/10.1016/j.pubrev.2013.06.003
Fadli, M. R. (2021). Memahami desain metode penelitian kualitatif. HUMANIKA, 21(1), 33–54. https://doi.org/10.21831/hum.v21i1.38075
Ghozali, I., & Chariri, A. (2007). Teori Akuntansi. Badan Penerbit Universitas Diponegoro.
Hendrayani, Y., Labetubun, M. A. H., Nugroho, L., Pinem, D., Mukhtadi, Sinurat, J., Pusporini, Umiyati, H., Anwar, K., Lahallo, F. F., Rahayu, P. S., Ahmad, D., & Gaol, S. L. (2022). DAMPAK CSR : MENCIPTAKAN, MENGUKUR DAN MENGKOMUNIKASIKAN DAMPAK. In U. Saripudin (Ed.), CSR PERUSAHAAN “Teori Dan Praktis Untuk Manajemen Yang Bertanggung Jawab” (pp. 151–167). Widina Bhakti Persada Bandung.
Husnan, A., & Pamudji, S. (2013). Pengaruh Corporate Social REsponsibility (CSR Disclosure) terhadap Kinerja Keuangan Perusahaan. Diponegoro Journal of Accounting, 2(2), 773–780. https://ejournal3.undip.ac.id/index.php/accounting/article/view/3335
Jalal. (2010). Komunikasi CSR: Pelatihan Membangun Reputasi Perusahaan Melalui Komunikasi CSR Efektif. http://csrindonesia.com/komunikasi-csr/
Kusniadji, S. (2011). Mengkomunikasikan Program Corporate Social Responsibilty untuk meningkatkan citra perusahaan. Jurnal Komunikasi Universitas Tarumanegara, 3(1), 55–63.
Mainardes, E. W., Alves, H., & Raposo, M. (2012). A model for stakeholder classification and stakeholder relationships. Management Decision, 50(10), 1861–1879. https://doi.org/10.1108/00251741211279648
Moleong, L. (2009). Metodologi Penelitian Kualitatif (Edisi Revisi). PT Remaja Rosdakarya.
Morsing, M., & Schultz, M. (2006). Corporate social responsibility communication: stakeholder information, response and involvement strategies. Business Ethics: A European Review, 15(4), 323–338. https://doi.org/10.1111/j.1467-8608.2006.00460.x
Pemerintah Pusat. (2007). UU Nomor 40 Tahun 2007 tentang Perseroan Terbatas. https://peraturan.bpk.go.id/Details/39965.
Soemirat, S., & Ardianto, E. (2017). Dasar-Dasar Public Relations. PT Remaja Rosdakarya.
Song, B., & Wen, J. (Taylor). (2020). Online corporate social responsibility communication strategies and stakeholder engagements: A comparison of controversial versus noncontroversial industries. Corporate Social Responsibility and Environmental Management, 27(2), 881–896. https://doi.org/10.1002/csr.1852
Sukoco, I. (2013). Public Relations dalam Menjalankan Aktivitas Corporate Social Responsibility. Jurnal Dinamika Manajemen, 4(2), 192–203.