COMMUNICATION STRATEGY IMPLEMENTING SCHOOL DEVELOPMENT PROGRAM FOR CORPORATE IMAGE BSD CITY

Abstract

Sinar Mas Land is Indonesia’s developer company which is located in BSD City, Banten. The corporate Social Responsibility (CSR) program is one of the activities that shows the concern of the company towards the society and environment, especially related to education by conducting school development. The CSR program is a communication strategy that could accommodate to shape a positive image of the company. Besides, it creates a harmonious relationship with the community. There are three important things to foster a sustainable CSR Program (1) the formation of the same perception in building a creative and independent economy; (2) the formation of the same perception in social-cultural development; and (3) the ability to infuence the community to collectively creating an insightful city. Cooperation among stakeholders is required to maintain communication and convey the appropriate message. This study shows that Sinar Mas Land has successfully conducted the program by starting with several stages for the communication strategy as ideas, planning, development, socialization, and management from various approaches to the relevant stakeholder for a sustainable CSR program. The objectives of the CSR program are to strengthen the branding positioning, improve the quality of human resources, improve the company image as well as increase the quality of the environment. The Conclusion of this study is that Sinar Mas Land Tbk has succeeded carry out a communication strategy, as the result of the implementation of a good CSR program. Besides, it provides a positive impact on Sinar Mas Land and society through the schools that participated in the school development program.