Crisis Communication of PT Alcomex Indo In Maintaining Company Reputation (Case Study: Impact of PT. Alcomex Indo Efficiency Policy in 2022)

Abstract

Manufacturing companies are one of the backbones in the global economy, where a manufacturing company plays a role in creating products that are used by the wider community, including in Indonesia. Indonesia's manufacturing Purchasing Managers Index (PMI) reached 53.7 in September 2022, higher than the previous month's PMI of 51.7 in August 2022. However, despite their important role in the economy, manufacturing companies are also vulnerable to various crises that can affect the company's operations. This happened to PT Alcomex Indo in 2022, the crisis that occurred was the impact of the covid-19 pandemic which forced the company to make efficiency policies. Of course there are pros and cons related to the policy but with the implementation of the right crisis communication PT Alcomex Indo managed to survive and maintain its reputation from the tragedy of the crisis that occurred.

The purpose of this research is to find out how the crisis communication of PT Alcomex Indo in maintaining the company's reputation. This research uses a qualitative approach with a case study method. Then the researcher uses the Apologia theory to see how PT Alcomex Indo responds to all criticisms, demands, accusations, and assumptions both accompanied by empirical data and those that have not been proven.

The results of this study show that PT Alcomex Indo only applies 2 of the 4 Apologia Theory strategies, the first of which is Bolstering where the company makes a commitment to call back employees affected by layoffs to return to work when the company's condition has improved and Coinciliation, which is offering apologies to the public and compensating aggrieved parties.