PERAN PUBLIC RELATIONS DALAM MEMPERTAHANKAN CITRA PERUSAHAAN MELALUI PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) PADA PT. ANTAM TBK

Abstract

This study aims to determine the role of Public Relations in maintaining the image of the company at PT. Antam Tbk. through its Corporate Social Responsibility (CSR) program. The role of Public Relations at PT. Antam Tbk is communicating and integrating to all parties authorized by the government to focus on the mining process and safeguard the environment and also play an active role in running a business to increase trust in the community or the environment. The research question posed is How Public Relations Role In Maintaining Corporate Image Through Corporate Social Responsibility (CSR) Program At PT. Antam Tbk ?. intent and purpose of this research to know the role of Public Relations in maintaining corporate image through Corporate Social Responsibility (CSR) program at PT. Antam Tbk. This study uses the Model of Image Formation Jhon Nimpoeno. This research method is qualitative method with qualitative descriptive research approach, the subject of this research is Role of Public Relations and recipient of CSR program PT. Antam Tbk. The object of this research is CSR program. Data collection techniques through in-depth interviews and observation. Data in this research is information from primary data source and secondary data. The result of the research shows that there is a difference of understanding on attitude stages between the recipient and the CSR program but does not affect the role of Public Relations of the company in maintaining the positive image in the company of PT. Antam Tbk. Researchers hope to maintain a positive image conducted by Public Relations company PT. Antam Tbk received a good response in the eyes of the public.