CORPORATE BRANDING IN COAL MINING INDUSTRY IMPROVING INTEGRATED CORPORATE COMMUNICATION STRATEGY OF PT BERAU COAL TO INCREASE SOCIAL LICENSE FROM THE LOCAL STAKEHOLDER

• Main Author: Hadianto, Arif
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/52022
• Institution: Institut Teknologi Bandung

PT Berau Coal is the largest coal mining company in Berau, has a concession permit of 118,400 hectares since 1983, and started production in 1993. This extractive industry is hated but loved. It is stereotyped as an industry that is not environmentally friendly but is also considered a cheap energy source, the region's foundation in creating jobs, and a source of financial revenue for the Berau Local Government. Every year, Berau Coal contributes 100,000 metrix tons of free coal for electricity availability in Berau; this program is worth 120 billion annually. In addition to the free coal contribution program, Berau Coal also has a CSR program for villages around the mine: scholarship programs, construction of polytechnics, hospitals, and public facilities in villages around the mine such as meetinghouses, posyandu, roads, and docks. The total for each budget year for the CSR program is more than 110 billion rupiahs. For Berau Coal, getting support and social license from local stakeholders is essential for mining operations. Convincing stakeholders carried out efforts to support that Berau Coal operates mining operations that comply with regulations, provide positive benefits for stakeholders, and implement good mining practices. Also, efforts to gain support from local stakeholders are carried out by implementing corporate branding programs, especially implementing an integrated corporate communication strategy through strong opinion in mass media and social media. However, even though all programs have been carried out, during the period 2019-2020, Berau Coal is facing problem issues; social conflicts with stakeholders that disrupt mining operations, the lack of positive viral load in active and voluntary support from beneficiary stakeholders. The purpose of this research is to help the Corporate Communication Division of PT Berau Coal to be able to apply the concept of corporate branding, especially in building a positive reputation through an integrated corporate communication program, to convince local stakeholders to provide support and social permits for the existence of coal mining operations effectively. In applying the concept of corporate branding, this study uses the Vision, Culture, Image (VCI) framework introduced by Hatch and Schultz (2003). Then an online stakeholder survey was also conducted to understand stakeholder perceptions of Berau Coal. After that, an analysis of Berau Coal's internal and external conditions was conducted. Internal analysis is in the form of analysis of the corporate communication program being implemented. Meanwhile, the external analysis consists of the i PEST analysis. Furthermore, from this analysis, a SWOT analysis is then carried out and developed in the TOWS matrix to help find business solutions to the problems faced and formulated into several appropriate corporate communication strategies.