Implementation of Communication in the Corporate Social Responsibility model in a Company
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Corporate Social Responsibility (CSR) is a crucial obligation for companies in Indonesia, as mandated by national regulations. However, in practice, many companies face communication challenges that could potentially lead to misunderstandings with the community, such as the construction of Kulonprogo Airport or the oil, gas, and palm oil plantation industries. This phenomenon demonstrates that emerging social and environmental issues are not only related to the sustainability of CSR programs, but also how companies manage their communication models with stakeholders. This research contributes to enriching the study of corporate communication, particularly the effectiveness of communication models in CSR implementation in Indonesia. Using a qualitative descriptive approach, this article analyzes several CSR cases from large companies, such as PT Bank Central Asia (BCA), PT Kilang Pertamina Balikpapan, and Perum AirNav Indonesia. This analysis examines CSR implementation patterns and communication strategies used in interactions with the community. The results show that a symmetrical two-way communication model is more effective in building harmonious relationships between companies and the community. Through this model, companies can obtain direct feedback from the community, thus making CSR programs more tailored to local needs and minimizing social resistance. Conversely, implementing one-way or asymmetric communication tends to create information gaps and is less conducive to the long-term success of CSR programs. In conclusion, the success of a CSR program is determined not only by the magnitude of a company's material contributions, but also by the communication model used to convey them. Symmetrical, two-way communication allows for participatory dialogue that strengthens a company's social legitimacy, increases public trust, and supports business sustainability and corporate reputation.
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