STAKEHOLDER COMMUNICATION MODEL IN CORPORATE SOCIAL RESPONSIBILITY: A Study of Parents’ Perceptions of Sanggar Fortune 2 Students at PT Fortune Indonesia Tbk

Octaviniant Octaviniant

Abstract


This research aims to analyze the stakeholder communication model between PT Fortune Indonesia Tbk, the integrated communications company and the early childhood education school (sekolah PAUD) Sanggar Fortune 2 is based on the perception of parents in CSR activities that were held at Sanggar Fortune 2. PT Fortune Indonesia Tbk. as a company that has been listed on the Indonesia Stock Exchange since 2002 as FORU should undertake CSR activities. According to Dwi Kartini, there are 8 key performance indicators for measuring the CSR activities consisting of leadership, proportion of Budgeting, Transparency and Accountability, Coverage Area, Planning and Monitoring Mechanism, Stakeholder Engagement, Sustainability, and Result. Joep Cornelissen describes three models of stakeholder communication that can be used. For communication with stakeholders, there are one-way symmetrical, two-way Asymmetrical and two-way symmetrical. The communication model used will determine the success of delivering a message to stakeholders and the program itself. This research uses descriptive qualitative methods, which the writer undergoes in- depth interview to gain direct data from parents of Sanggar Fortune 2 for this research. The research result shows that the model used by the company stakeholder communication is two-way asymmetrical, for all the company's decisions will not change because of the feedback of stakeholders, but the company will attempt to change the attitudes of stakeholders as company expectation.


Keywords


Stakeholder Communication; Corporate Social Responsibility; CSR; Corporate Communication; Stakeholder Communication

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