Public Relations Management in PT SIER’s Corporate Social Responsibility Program in Community Development and Corporate Social Innovation

Abstract

Penelitian ini menganalisis manajemen public relations (PR) dalam program Corporate Social Responsibility (CSR) PT Surabaya Industrial Estate Rungkut (SIER) untuk community development dan corporate social innovation (CSI). Dengan pendekatan deskriptif kualitatif, penelitian ini mengeksplorasi empat tahapan PR—finding the fact and defining the problem, planning and programming, taking action and communication, dan evaluating the program. PT SIER mengimplementasikan CSR dengan tipe community relations, community service, dan community empowerment yang mencakup pemberdayaan UMKM, pembangunan infrastruktur, dan pelatihan digital marketing. Namun, tahap penyadaran pada community development belum optimal karena absennya social mapping. Tahap pengkapasitasan melibatkan pemberian dana dan pelatihan, sedangkan pendayaan difokuskan pada kolaborasi internasional seperti business matching. Program CSR PT SIER juga mengadopsi prinsip CSI: kolaborasi multisektoral dengan pemerintah dan mitra strategis; inovasi berkelanjutan dalam pelatihan digital dan water recycle; serta penyelarasan dengan bisnis untuk menciptakan nilai bersama (shared value). Hasil penelitian menunjukkan bahwa CSR PT SIER memberikan dampak dalam meningkatkan kapasitas dan kemandirian masyarakat. Namun, peningkatan sistem monitoring jangka panjang dan penguatan social mapping diperlukan untuk memastikan keberlanjutan program. Penelitian ini memberikan kontribusi teoretis dalam studi CSR berbasis community development dan praktik inovasi sosial perusahaan.

This study analyzes the public relations (PR) management in the Corporate Social Responsibility (CSR) program of PT Surabaya Industrial Estate Rungkut (SIER) focusing on community development and corporate social innovation (CSI). Using a qualitative descriptive approach, this research explores the four stages of PR management—finding the fact and defining the problem, planning and programming, taking action and communication, and evaluating the program. PT SIER implements CSR through community relations, community service, and community empowerment programs, which include MSME empowerment, infrastructure development, and digital marketing training. However, the awareness stage in community development remains suboptimal due to the absence of social mapping. The capacity-building stage involves funding and training, while the empowerment stage emphasizes international collaboration, such as business matching. PT SIER's CSR program also adopts CSI principles: multisectoral collaboration with governments and strategic partners, sustainable innovation through digital training and water recycling, and business alignment to create shared value. The findings show that PT SIER's CSR programs enhance the capacity and independence of the community. However, improvements in long-term monitoring systems and formal social mapping are required to ensure program sustainability. This study contributes theoretically to CSR practices based on community development and corporate social innovation.