IMPLEMENTASI DIGITAL PR DALAM MENGKOMUNIKASIKAN KONTINUITAS INOVASI PROGRAM CSR MELALUI INSTAGRAM @GCP.IDN

Abstract

Abstrak

Perkembangan media sosial mendorong organisasi untuk menyesuaikan strategi komunikasi publik secara digital, khususnya dalam penyampaian program tanggung jawab sosial perusahaan (CSR). Penelitian ini bertujuan untuk mengkaji implementasi Digital Public Relations melalui akun Instagram @gcp.idn dalam mengkomunikasikan kontinuitas dan nilai inovatif program Geothermal Coffee Process sebagai bagian dari CSR PT Pertamina Geothermal Energy. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam dengan pengelola akun, observasi konten Instagram, dan dokumentasi, yang dianalisis menggunakan analisis tematik dengan triangulasi sumber. Kerangka analisis merujuk pada Excellence Theory yang menekankan empat pilar utama, yaitu komunikasi dua arah simetris, transparansi informasi, konsistensi narasi, serta partisipasi dan keterlibatan publik. Hasil penelitian menunjukkan bahwa praktik Digital Public Relations @gcp.idn diwujudkan melalui penyampaian pesan yang berkelanjutan, pengemasan konten inovatif berbasis storytelling dan simbol visual, serta interaksi aktif dengan audiens untuk membangun pemahaman publik terhadap nilai keberlanjutan dan inovasi program CSR. Integrasi keempat pilar tersebut terbukti berkontribusi dalam memperkuat citra organisasi dan meningkatkan keterlibatan publik secara berkelanjutan. Kebaruan penelitian ini terletak pada pengintegrasian konsep kontinuitas komunikasi dan nilai inovatif dalam praktik Digital Public Relations berbasis Excellence Theory pada konteks komunikasi CSR energi terbarukan di media sosial.

Kata Kunci: Digital PR, Instagram, CSR, Excellence Theory, kontinuitas inovatif

Abstract

The rapid development of social media has encouraged organizations to adapt their public communication strategies in digital environments, particularly in communicating corporate social responsibility (CSR) programs. This study aims to examine the implementation of Digital Public Relations through the Instagram account @gcp.idn in communicating the continuity and innovative value of the Geothermal Coffee Process program as part of PT Pertamina Geothermal Energy’s CSR initiatives. This research adopts a qualitative approach using a case study method. Data were collected through in-depth interviews with account managers, observation of Instagram content, and documentation, and were analyzed using thematic analysis with source triangulation. The analytical framework is based on Excellence Theory, emphasizing four main pillars: symmetrical two-way communication, information transparency, narrative consistency, and public participation and engagement. The findings indicate that Digital Public Relations practices on @gcp.idn are implemented through continuous message delivery, innovative content packaging based on storytelling and visual symbols, as well as active interaction with audiences to build public understanding of sustainability and innovation values embedded in the CSR program. The integration of these four pillars plays a significant role in strengthening organizational image and enhancing sustained public engagement. The novelty of this study lies in the integration of communication continuity and innovative value through the four pillars of Digital Public Relations grounded in Excellence Theory within the context of renewable energy CSR communication on social media.

Keywords: Digital PR, Instagram, CSR, Excellence Theory, innovative continuity