Strategi Komunikasi Bank Indonesia Melalui Program Beasiswa Di Daerah Istimewa Yogyakarta

Ria Camelina, I Gusti Ngurah Putra

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT An organization or company that organizes CSR as a form of communication strategies on social responsibility is in a strategic steps to belong to the community. The organization approach can be real by involving internal and external stakeholders of the organization or the company itself. In general, the communication strategy in CSR involving the stakeholders carried out because of the demands of local communities that require them involved because of several factors that interfere with the company's activities for example local communities (stakeholders) that companies should involve their stakeholders to realize a good relationship with the surrounding. Meanwhile, institutions such as Bank Indonesia, involving stakeholders is a form of philanthropy Bank Indonesia to the community because for Bank Indonesia partnership with stakeholders is a longterm investment in relationships so it will be easier to reach a common interest as well as closer to the community. This research is a focus on the communication strategy of Bank Indonesia through the Fellowship Program as one of Bank Indonesia CSR using descriptive approach of case study methodology. The case study chosen because it has its own uniqueness that is the case study is not intended to generalize the existing problems so it is considered appropriate to solve the problem in this study. Bank Indonesia actively involves its stakeholders in the Fellowship Program as a communication strategy with the involvement of stakeholders in the implementation phase and evaluation of the program each year. The involvement of Bank Indonesia through a plenty of events, there must be an opportunity where stakeholders will participate. Hopefully, this research will contribute to the discussion of theoretical/concept of the stakeholder involvement strategy or stakeholder involvement in the realm of CSR. Key Word: Communication Strategy, CSR, Stakeholder, Involvement Stakeholder

Kata Kunci : Strategi Komunikasi