PUBLIC RELATIONS STAGE EVALUATION OF XL AXIATA's CORPORA TE COMMUNICA TION PROGRAM (CASE STUDY: THE IMPLEMENTA TION OF CSR XL FUTURE LEADERS 2012-2016)

摘要

This research was conducted to find out and evaluate the stages of PR that run by department of Corporate Communication as the Public Relations of XL on XL Future Leaders program from 2012 to 2016. This research uses qualitative descriptive method. The result of this research shows that XL's Corporate Communication has done 4 stages of PR in running XL Future Leaders program, which are: first, identifying the problem; second, planning and programming stages; third, taking action and communicating; and fourth, evaluating the program. XL's Corporate Communication used the same steps and strategies each year as long as the program is implemented, but there are few changes depend on Core business of XL and the conditions of the students' needs at that time. The objectives of this program are well realized although not yet fully achieved.