Public Relations Strategy of PT Ares Kusuma Raya in Managing Corporate Image and Reputation through Community Relations Programs
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Andini Paramesti Chandra Dewi
Argya Bratasena
Maulana Rafi Ananda
Moh Riswandha Imawan
In today's era of globalization, corporate image has become a crucial element influencing business success and public trust. This study aims to analyze the Public Relations strategy of PT Ares Kusuma Raya in managing corporate image and reputation through its Community Relations programs. Using a descriptive qualitative method with in-depth interview techniques involving the company’s PR representatives and participating communities, the findings reveal that Community Relations programs, such as baking demos, distributing takjil, and other social activities, are effective in building public trust and loyalty. The implementation of these programs involves a series of stages, including needs assessment, strategic communication planning using digital platforms, and program execution that actively engages the community and collaborates with external parties. The positive impact is reflected in the enhanced image of the company as a socially responsible and caring entity, aligning with the principles of Relationship Management Theory. This study provides practical contributions for other companies in designing PR programs oriented toward community needs to strengthen reputation and foster long-term relationships with the public.
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