Strategic Communication for Managing Communication Barriers in Multinational CSR Programs to Create Corporate Value

Abstract

This research examines the communication strategies implemented by PT. Tradeasia in managing communication barriers in the execution of the Corporate Social Responsibility (CSR) program through the Tradeasia Academy initiative. The main objective of this study is to explore how communication strategies can enhance the effectiveness of CSR programs and add value to the company. The method used is descriptive qualitative research with data collection techniques through in-depth interviews with key informants. Data analysis was conducted by referring to the Shannon and Weaver communication model to identify the types of communication barriers that arise, as well as applying Hafied Cangara's communication strategy model and SWOT quadrant analysis to formulate the strategic approach used by the company. The research results show that PT. Tradeasia implements a Strength-Opportunity (SO) based communication strategy, which involves leveraging the company's internal strengths to optimize external opportunities. This approach has proven effective in enhancing the company's global reputation, as evidenced by the increase in market share and recognition in international forums. These findings underscore the importance of strategic communication in the implementation of CSR by multinational companies, particularly in addressing cross-cultural and geographical communication challenges in order to build competitive advantage.