THE ROLE OF CORPORATE COMMUNICATIONS TOWARD PT FREEPORT INDONESIA’S BRANDING IN CHANGING THE PUBLIC PERCEPTIONS

• Main Author: STEVEN PAOH (NIM: 29115416), SPENCER
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24356
• Institution: Institut Teknologi Bandung

PT. Freeport Indonesia is a subsidiary of Freeport-McMoRan Inc. (FCX) which has the largest <br /> <br /> <br /> <br /> copper and gold reserves in the world located in Mimika Regency, Papua. There is ongoing <br /> <br /> <br /> <br /> negotiations between the government and PT FreeportIndonesia regarding the guarantee of the <br /> <br /> <br /> <br /> company's operational continuity. This negotiation is very important for both parties to determine <br /> <br /> <br /> <br /> whether PTFI can continue to operate and provide benefits to our Nation or have to stop because <br /> <br /> <br /> <br /> it is considered not to contribute to our Country. Public opinion is very influential in the process <br /> <br /> <br /> <br /> of reaching the agreement, which discusses some items that one of them and most importantly for <br /> <br /> <br /> <br /> the company about obtaining contract extension certainty until 2041. <br /> <br /> <br /> <br /> There is too much negative information about the existence of PT Freeport Indonesia which has <br /> <br /> <br /> <br /> entered 50 years in Indonesia. And so far there is also no clarification made by the company <br /> <br /> <br /> <br /> regarding the negative information. So people assume that the news is true. <br /> <br /> <br /> <br /> There are several things that cause a negative public opinion against Freeport, for example, the <br /> <br /> <br /> <br /> Indonesian public is less aware of PT Freeport Indonesia's gait, especially its positive action. The <br /> <br /> <br /> <br /> press in Indonesia generally does not pay attentionto the role of PT Freeport Indonesia, especially iv <br /> <br /> <br /> <br /> the positive side. The role of the mainstream mass media in shaping public opinion has begun to <br /> <br /> <br /> <br /> be eroded by other forces, namely social media and public opinion in Indonesia tend to follow <br /> <br /> <br /> <br /> public opinion, although the general opinion is notin line with reality. <br /> <br /> <br /> <br /> In this thesis the authors want that through some communication strategy done will be able to make <br /> <br /> <br /> <br /> people can see PT Freeport Indonesia better based on the facts that exist, on the positive things <br /> <br /> <br /> <br /> that have been done so that negative opinions that have been formed Can gradually be positive. <br /> <br /> <br /> <br /> This thesis is an early scientific effort to determine the right communication strategy to change <br /> <br /> <br /> <br /> public perception and strengthen the branding of PTFreeport Indonesia. <br /> <br /> <br /> <br /> Keep in mind that communication and branding strategies must be applied continuously to obtain <br /> <br /> <br /> <br /> maximum results for PT Freeport Indonesia. The strategy should be well planned every three <br /> <br /> <br /> <br /> months at the beginning of the quarter, and review each plan in each activity to ensure an effective <br /> <br /> <br /> <br /> strategy.