STRATEGI PUBLIC RELATIONS DALAM MEMPERTAHANKAN CITRA PERUSAHAAN DI MASA PANDEMI (Studi Kasus pada PT Vale Indonesia Tbk)

Abstract

This research aimed to explain which strategy was used in public relations at PT Vale Indonesia Tbk to maintain the company’s image in the pandemic era. Moreover, the research was qualitative. Furthermore, the data collection technique was used to find out the strategy conducted by the public relations through corporate social responsibility. The research result concluded that the company in creating its image through CSR showed a good and consistent result in continuously conducting the company's responsibility during the pandemic era. As the result, it had succeeded in providing a positive image in the community and its employees. The results showed that PT Vale Indonesia Tbk. in creating a corporate image through the CSR program, had done well and succeeded in getting a positive image in the eyes of the community and employees. It happened as the company carried out its corporate responsibilities well and consistently in a sustainable manner during the pandemic. Additionally, the CSR program was also approached in the form of nature rehabilitation, philanthropy, utilization of renewable energy sources, work culture of human resources, and community economic empowerment. In addition, the approach to the community and employees obtained a good and effective correlation among its stakeholders.