MEASURING THE IMPACTS OF CORPORATE SOCIAL RESPONSIBILITY (CSR) COMMUNICATION: A CASE STUDY OF FIRE-FREE VILLAGE PROGRAM IN PT RAPP
Indra Ardiyanto, Antar Venus, Agus Rusmana, Iwan Koswara
Faculty of Communication, Padjadjaran University
Abstract
Since 2014 there have been frequent forest fires in Riau Province of Indonesia in which the occurrence has mostly been caused by illegal fire-raising in the forest by local residents. This disaster has caused disruption to the economic, health, transportation, and environmental aspects. Additionally, it has been reportedly affected other neighbouring countries such as Malaysia and Singapore. This study aims to analyze company corporate social responsibility (CSR) programs whose concerns are about the dangers of land and forest fires of PT. Riau Andalan Pulp and Paper (PT. RAPP). The program serves as a strategy to reduce the fire-exposed areas through positive engagements with the communities. The research method implemented was that of the quantitative and qualitative by using non-probability sampling techniques, content analysis, literacy on company document, and questionnaire distribution for every entity actively participating in the CSR activity. This research identifies that the effectiveness of the CSR communication, message and media management, program management, partner involvement, and evaluation process serve as determining factors for overcoming the social issues that eventually create particular values for the communities. Research shows that as many as 57.1% of the evaluations of this program yields positive impacts in providing benefits to improve the welfare of groups and communities. The overall analysis of the research process results in a fact that the CSR program does have positive contribution to the social values. In order to discover the evaluation on the CSR communication program, this research implemented quantitative survey. Additionally, it was also intended to discover how the main messages in the FFV program, the media selection, and the impact evaluation have given impacts for the communities and provided the reputation of the company
Keywords: Corporate Social Responsibility, Communication, Indonesia, Fire-Free Village, Engagement, Environment
Topic: Communication