The Role of Public Relation in Adopting Stakeholder Engagement Model in Creating Corporate Social Responsibility (Study: Pertamina, Ltd., RU IV Cilacap Central Java Indonesia)

摘要

To gain optimum profit, Pertamina, Ltd., RU IV Cilacap Indonesia balances its activities by conducting Corporate Social Responsibility (CSR) Program as its dedication to society. This program frequently wins awards. This is such an interesting phenomenon, since the success of CSR Program is surely due to the roles of Public Relation (PR). Hereby, it is interesting to analyze the ability of PR practitioner?s role in building the relationship and engaging the stakeholders in CSR policy-making process. The objective of this research is to identify the role of PR of Pertamina in adopting the stakeholder engagement model. This research employs qualitative method by using stakeholder theory. Data validation test in this research employs source triangulation. Result of this research is the classification of stakeholder into stakeholder engagement model based on stakeholder?s participation level. Quadrant I; minimal effort with "to inform" participation level (Level 1) includes the stakeholder in regency society and society outside Ring 3, stakeholder with low interest and low influence, Quadrant II; show consideration "to consult" participation level (Level 2) includes stakeholder in social organization people, mass media and district people with high interest and low influence. Quadrant III; keep satisfied includes police chief stakeholder with "to involve" participation level (Level 3) with high influence but low interest and the last Quadrant IV; work together includes stakeholder from people who get CSR?s support, NGO, environmental agency, military sub-district/district military commander and internal company of Pertamina with optimum participation of "to empower" (Level 5) stakeholder with high interest and high influence to company.