Peran Public Relations Dalam Implementasi Program CSR (Studi Khasus di PT Taman Wisata Candi Borobudur, Prambanan dan Ratu Boko)

Abstract

Indonesia has a rich cultural heritage that is reflected in the tourism sector, including the
management of tourist destinations by PT Taman Wisata Candi Borobudur, Prambanan,
and Ratu Boko (PT TWC). State-owned enterprises in Indonesia, including PT Taman
Wisata Candi (TWC), play an essential role in supporting sustainable development
through the Social and Environmental Responsibility (TJSL) program. This study aims
to analyze the Role of Public Relations (PR) of PT TWC, which is carried out by a
particular unit formed as an implementing function, namely the TJSL unit. The role of PR
is a strategic factor in the successful implementation of this program through various
functions, namely as an expert prescriber, problem-solving process facilitator,
communication facilitator, and communication technician. The data collection techniques
used were interviews, observation, and documentation. The analysis techniques used
were data reduction, data presentation, and conclusion. The study's results indicate that
the TJSL unit of PT TWC, discussed in this study as Public Relations (PR), has carried
out its role as Public Relations. The TJSL team of PT TWC acts as an expert prescriber
by conveying the company's vision to the community. As a problem-solving process
facilitator, the team solves communication challenges through CSR programs relevant
to local issues. The role of the communication facilitator is realized through two-way
relationships and communication between the company and the community, primarily
through Instagram social media. The last function of a communication technician is to
publish TJSL activities for monitoring and evaluation. Through an effective PR role, the
TJSL program at PT TWC provides social benefits, builds a positive company reputation,
strengthens stakeholder relationships, and creates sustainable impacts in local
communities.