Strategi Komunikasi Public Relations PT Celebes Railway Indonesia dalam Mitigasi Isu Greenwashing
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Abstract
Isu greenwashing merupakan tantangan serius yang bisa berdampak bagi lingkungan maupun perusahaan yang melakukan praktik greenwashing secara sengaja atau tidak. Greenwashing berpotensi merusak lingkungan dan citra perusahaan jika tidak ditangani dengan benar. Greenwashing adalah istilah yang digunakan untuk menggambarkan praktik di mana perusahaan mengklaim bahwa produk atau layanan mereka ramah lingkungan, padahal kenyataannya tidak demikian. Penelitian ini bertujuan untuk mengkaji strategi komunikasi public relations PT Celebes Railway Indonesia dalam mitigasi isu greenwashing di dunia kereta api. Landasan Teori penelitian ini menggunakan Conflict Management Life Cycle yang terdiri atas yaitu fase, yaitu proaktif, stratejik, reaktif, dan recovery (Dennis et. al 2014). Penelitian ini menggunakan paradigma konstruktivisme, pendekatan kualitatif, dan metode studi kasus. Teknik pengumpulan data dilakukan dengan cara wawancara mendalam, dan dokumentasi. Hasil penelitian menunjukan, strategi komunikasi public relations PT Celebes Railways Indonesia dalam mitigasi isu greenwashing melakukan tahapan proaktif, stratejik, reaktif, dan recovery. Strategi komunikasi komunikasi ini dilakukan public relations perusahaan untuk pemetaan potensi isu, pengelolaan informasi yang muncul, dan pembangunan kepercayaan publik terhadap isu greenwashing. Kesimpulannya, strategi komunikasi public relations PT Celebes Railway Indonesia sudah tepat untuk mempertahankan citra dan kepercayaan perusahaan terhadap seluruh stakeholder yang terkait.
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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