PUBLIC RELATIONS STRATEGY OF PT. SIRINGO RINGO MUSIM MAS GROUP IN BUILDING IMAGE THROUGH CORPORATE SOCIAL RESPONSIBILITY PROGRAM

Abstract

Companies, whether small or large, of course need the role of Public Relations in the development of the company. Public Relations is one part of the company responsible for and plays a major role in the success and failure of the company's communications actions. A company's success is not only on the quality of its products and services but also on the way the company builds its image to the public. Corporate Social Responsibility is one of the Public Relations strategies in building a corporate image and a symbiosis between the company and the community in the long term following what has been stipulated in the Law of Republic Indonesia Number 40 of 2007. PT. Siringo Ringo is one of the largest palm oil exporting subsidiaries in Indonesia. The aim of the research is to explain the CSR program carried out by Public Relations of PT. Siringo Ringo in building corporate image. This research method uses a qualitative approach by interviewing sources who are directly related to the object of research. The results of this study indicate that PT. Siringo Ringo builds a corporate image through Corporate Social Responsibility by implementing several aspects of CSR, according to Archie Carroll, which is economical and philanthropic responsibility. Also implementing Public Relations work program strategies in implementing Corporate Social Responsibility.