Audit Komunikasi Program Corporate Social Responsibility ( Studi Peran Public Relations pada Pt.Coca-Cola Amatil Indonesia )

Abstract

Perusahaan merupakan bagian dari masyarakat, oelh karena itu perusahaan memiliki tanggung jawab layaknya warga Negara lainya. Perusahaan selain memiliki kewajiban membayar pajal kepada Negara, juga memiliki tanggung jawab social terhadap kelestarian lingkungan serta pemberdayaan maayarakat. Salah satu tujuan utama dalam pelaksanaan orogram corporate social responsibility (CSR) adalah terciptanya community relations. Karena di dalam sebuah perusahaan salah satu bentuk hubungan dalam public relations yang mengatur hubungan antara perusahaan dan komunitas adalah community relations. Dengan kata lain community relations adalah bentuk hubungan yang dilakukan untuk menciptakan komunikasi dua arah yang baik antara perusahaan dengan masyarakat khususnya komunitas perusahaan dalam upaya membina kerjasama dan hubungan yang harmonis di antara keduanya. Community relations juga bertujuan untuk mencapai saling pengertian (mutual understanding), kerjasama (relationship) serta dukungan diantara perusahaan dengan komunitas Dalam upaya membentuk community relations melalui program CSR yang menjadi pokok pentingnya adalah bagaimana komunikasi terjalin antara perusahaan dengan komunitas. Untuk melihat efektifitas dari program tersebut dapat dilakukan suatu proses audit komunikasi untuk melihat keseluruhan komunikasi program CSR yang dilakukan oleh public relations. Dari penelitian ini diketahui bahwa pelaksanaan program CSR berpengaruh terhadap community relations. Melalui 2 contoh program CSR Coca-Cola yaitu Coca-Cola Foundations Indonesia dan Coke Farm dapat diketahu bagaimana proses komunikasi yang berlangsung selama ini, kemudian melihat dari fakta yang dijalankan dapat dibuat pengembangan model komunikasi yang dilaksanakan oleh public relations dalam membangun community relations melalui program CSR yaitu yaitu trust relationship model, family mutually relationship model, dan formal business relationship model.

The Company is part of the society, therefore the company has a responsibility as citizens of other countries. Companies in addition to having the obligation to pay taxes to the State, also has a social responsibility towards environmental sustainability and community empowerment. One of the main objectives in the implementation of corporate social responsibility (CSR) is to create community relations. Because in a company one of a kind of relationship in public relations that govern the relationship between company and community is the community relations. In other words, community relations is a form of connections made to create a good two-way communication between companies and society, especially the corporate community in an effort to foster cooperation and harmonious relations between the two. Community relations is also aiming to reach an understanding (mutual understanding), cooperative (relationship) and support between the company and the community. In the effort to form a community relations through the program which the subject of CSR is how the communication is established between the company and the community. To see the effectiveness of the program can be done a communications audit process to see the whole communication of CSR program conducted by public relations. Of this research note that the implementation of CSR programs affect the community relations. Through two examples of CSR programs Coca-Cola is Coca-Cola and Coke Farm Foundations Indonesia can best knowledge of how the process of communication which takes place during this time, then if we look at the fact that run could made a developing modelconducted by communications public relations to build community relations through the CSR program that is trust relationship model, mutually family relationship model, and formal business relationship model.