PERAN CORPORATE SOCIAL RESPONSIBILITY SEBAGAI STRATEGI PUBLIC RELATIONS DALAM MEMBANGUN CITRA DAN BRAND PT. PERTAMINA

Abstract

          Corporate Social Responsibility (CSR) telah berkembang dari sekadar kewajiban sosial perusahaan menjadi bagian integral dari strategi komunikasi dan reputasi perusahaan. Dalam konteks Public Relations, CSR berperan sebagai instrumen strategis untuk membangun hubungan yang harmonis antara perusahaan dan publik serta memperkuat citra dan branding perusahaan. Penelitian ini bertujuan untuk menganalisis secara mendalam peran CSR sebagai strategi Public Relations dalam penguatan citra dan branding perusahaan. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui studi dokumentasi terhadap laporan keberlanjutan, laporan CSR, publikasi resmi perusahaan, serta pemberitaan media. Objek penelitian adalah PT Pertamina (Persero), sebagai perusahaan Badan Usaha Milik Negara yang secara konsisten melaksanakan program CSR di berbagai sektor. Hasil penelitian menunjukkan bahwa implementasi CSR yang terencana, berkelanjutan, dan dikomunikasikan secara efektif mampu membentuk persepsi positif, meningkatkan kepercayaan publik, serta memperkuat citra dan branding perusahaan. CSR tidak hanya berfungsi sebagai bentuk kepedulian sosial, tetapi juga sebagai strategi Public Relations yang berkontribusi terhadap reputasi dan keberlanjutan perusahaan dalam jangka panjang.

          Corporate Social Responsibility (CSR) has evolved from a voluntary philanthropic activity into a strategic component of corporate communication and reputation management. In the context of Public Relations, CSR functions as a strategic tool to build and maintain mutually beneficial relationships between companies and their stakeholders while strengthening corporate image and branding. This study aims to analyze in depth the role of Corporate Social Responsibility as a Public Relations strategy in strengthening corporate image and branding. This research employs a qualitative descriptive approach. Data were collected through documentation studies, including sustainability reports, CSR reports, official corporate publications, and relevant media coverage related to CSR activities. The object of this research is PT Pertamina (Persero), a state-owned enterprise in Indonesia that consistently implements CSR programs across various sectors, such as education, community empowerment, environmental sustainability, and public health. The findings indicate that well-planned, structured, and continuously implemented CSR programs play a significant role in shaping positive public perceptions of the company. CSR activities that are strategically communicated through Public Relations channels contribute to enhancing corporate credibility, strengthening stakeholder trust, and reinforcing corporate branding. Furthermore, CSR serves not only as a form of social responsibility but also as an effective Public Relations strategy that supports long-term corporate reputation and business sustainability. In conclusion, Corporate Social Responsibility, when integrated with Public Relations strategies, has a substantial impact on strengthening corporate image and branding. Companies are encouraged to align CSR initiatives with their communication strategies to maximize their reputational value and ensure sustainable relationships with stakeholders.