Upaya pt. aia financial dalam meningkatkan pemahaman publik eksternalnya mengenai corporate rebranding melalui corporate social responsibility

Limantauw, Jessica (2013) Upaya pt. aia financial dalam meningkatkan pemahaman publik eksternalnya mengenai corporate rebranding melalui corporate social responsibility. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perubahan nama perusahaan dilakukan pada tahun 2009 dari PT. AIG LIFE menjadi PT. AIA FINANCIAL. Perusahaan perlu menginformasikan kepada publiknya terutama publik eksternal mengenai perubahan yang terjadi untuk menghindari prasangka buruk dari publik yang dapat memberikan dampak buruk terhadap reputasi PT. AIA FINANCIAL ini sendiri. Karena itu dijalankan strategi Public Relations untuk dapat meningkatkan kesadaran dan pemahaman masyarakat mengenai perubahan nama perusahaan yang telah dilakukan. Metode penelitian yang digunakan adalah studi kasus dengan pendekatan kualitatif. Peneliti melakukan in-depth interview dan observasi non-partisipan untuk mengumpulkan informasi yang relevan dengan penelitian Hasil penelitian menunjukan bahwa PT. AIA FINANCIAL menjalankan Corporate Social Responsibility sebagai strategi untuk dapat meningkatkan kesadaran dan pemahaman masyarakat mengenai identitas perusahaan yang baru. Peneliti menyarankan agar dibentuknya divisi Public Relations sendiri dalam perusahaan sehingga pembagian dan pelaksaan kegiatan Public Relations dapat lebih jelas dan spesifik. / In 2009, PT. AIG LIFE changed their company’s name to be PT. AIA FINANCIAL. The organization needs to inform their public, especially the external public, to avoid any bad perception that could cause bad impacts to the organizational image and reputation. Thus, Public Relations strategy is needed in order to increase public awareness and comprehension about the corporate rebranding. Study case is used for the method research along with qualitative approach. In-depth interview and non-participant observation is performed to collect more information that is relevant to the topic. Results show that PT. AIA FINANCIAL executes Corporate Social Responsibility as a strategy to increase public awareness and comprehension about the new corporate identity. It is suggested that the organization could develop a Public Relations department so the function of Public Relations in an organization is more definite and specific.

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