Community Relations as Main Strategy in Building Positive Corporate Reputation & Sustainability: The Case of PT Saung Angklung Udjo in Bandung, West Java, Indonesia

DOI

10.2991/assehr.k.200818.014How to use a DOI?

Keywords

Community Relations, Corporate Reputation, Corporate Sustainability, Saung Angklung Udjo, Cultural Tourism Company

Abstract

This research is focusing on the concept of community relations which mostly known as CSR and also one kind of relationship that is carried out by corporate public relations practitioners. In this study, the researcher took on a fairly unique case of a cultural tourism company that focuses on the preservation of angklung as Indonesia traditional music, PT Saung Angklung Udjo (SAU) which located in Bandung, West Java, Indonesia. The purpose of this study is to explore and explain how PT Saung Angklung Udjo uses community relations as their main strategy to obtain a positive corporate reputation in the eyes of their stakeholders. The approach used in this study is qualitative. First, this research conducted an in-depth interview with 8 key informants who were directly or indirectly involved in PT SAU’s decision to use community relations as their main strategy. Secondly, the researcher conducted observations in PT SAU for several months from July 2018 to June 2019. Using a thematic data analysis method, the study finds that community relations is internalized as a core corporate value and implemented as the basis for the whole business line of PT SAU. The study also finds that the community relations concept used as the main strategy of PT SAU has succeeded to shape a positive corporate reputation in the eyes of its stakeholders. Moreover, those strategies also significantly give a real benefit to the stakeholders and as a result, it gives sustainability of PT SAU which is proven by their existence for 53 years since 1966 until now.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Kevin Lineria
PY  - 2020
DA  - 2020/08/19
TI  - Community Relations as Main Strategy in Building Positive Corporate Reputation & Sustainability: The Case of PT Saung Angklung Udjo in Bandung, West Java, Indonesia
BT  - Proceedings of the 2nd Jogjakarta Communication Conference (JCC 2020)
PB  - Atlantis Press
SP  - 60
EP  - 66
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200818.014
DO  - 10.2991/assehr.k.200818.014
ID  - Lineria2020
ER  -