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Journal > Prosiding Seminar Nasional INDOCOMPAC > IMPLEMENTASI INTEGRATED CORPORATE SOCIAL RESPONSIBILITY COMMUNICATIONS DI KEBUN RAYA BALI Studi Kasus Program Pendidikan Lingkungan Hidup di Kebun Raya Bali

 

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Prosiding Seminar Nasional INDOCOMPAC
Komunikasi, Budaya dan Media
IMPLEMENTASI INTEGRATED CORPORATE SOCIAL RESPONSIBILITY COMMUNICATIONS DI KEBUN RAYA BALI Studi Kasus Program Pendidikan Lingkungan Hidup di Kebun Raya Bali
MUNTADLIROH, MUNTADLIROH ( UPT BALAI KONSERVASITUMBUHAN KEBUN RAYA EKA KARYA BALI-LIPI)
Article Info   ABSTRACT
Published date:
11 May 2016
 
Inisiatif Corporate Social Responsibility (CSR) sudah seharusnya menjadi tanggung jawab bersama baik perusahaan swasta, BUMN, maupun instansi pemerintah yang bermuara pada peningkatan kesejahteraan masyarakat. Langkah penting yang menentukan keberhasilan program CSR adalah ketepatan pemilihan strategi komunikasi. Kebun Raya “Eka Karya” Bali sebagai instansi pemerintah yang menjalankan inisiatif CSR program pendidikan lingkungan hidup bagi sekolah-sekolah di Provinsi Bali menggunakan strategi Integrated Corporate Social Responsibility Communications dengan mengintegrasikan tujuan Corporate Public Relations (CPR) dan Marketing Public Relations (MPR). CSR program pendidikan lingkungan hidup Kebun Raya “Eka Karya” Bali ini dikomunikasikan sesuai konsep bauran komunikasi pemasaran Philip Kotler yang terdiri dari: iklan, promosi penjualan, penjualan pribadi, hubungan masyarakat, dan pemasaran langsung. Fenomena ini diteliti menggunakan pendekatan studi kasus kualitatif yang menekankan pada keunikan kasus, mengingat di Indonesia masih sedikit instansi pemerintah yang merintis inisiatif CSR menggunakan strategi Integrated CSR Communications. Efektifitas strategi Integrated CSR Communications di Kebun Raya “Eka Karya” Bali dapat dilihat dari opini stakeholder yang terbangun untuk menjadikan Kebun Raya “Eka Karya” Bali sebagai poros pendidikan lingkungan hidup di wilayah Bali, dan terbentuknya komitmen publik untuk melakukan kunjungan berkelanjutan ke Kebun Raya “Eka Karya” Bali. Kata kunci: Integrated Corporate Social Responsibility Communications, Program Pendidikan Lingkungan, Kebun Raya “Eka Karya” Bali. The Corporate Sosial Responsibility should be the responsibility of governments, companies, and state enterprises. Communication strategy determines the success of CSR program. Bali Botanical Garden as a government agency runs the CSR in the form of an environmental education program for students in Bali. CSR at Bali Botanical Garden is run using an Integrated CSR Communications strategy which integrates the objectives of Corporate Public Relations (CPR) and Marketing Public Relations (MPR). Environmental education programs at Bali Botanical Gardens are communicated using the marketing communications mix concept created by Philip Kotler. The concept consists of a five way communication that is advertising, sales promotion, public relations, personal selling, and direct marketing. This phenomenon is studied using a qualitative case study method, which focuses on the uniqueness of the case because the government agencies in Indonesia which implements an Integrated CSR Communications strategy is still limited. The effectiveness of this strategy can be seen from the opinion of stakeholders who awoke to make the Bali Botanical Gardens as a center of environmental education programs in Bali, and the public commitment to visit the gardens continuously. Key words: Integrated Corporate Social Responsibility Communications, Environmental education programs, Bali Botanical Garden.
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