DAERAH Implementation of CSR as a Form of Crisis Communication Implementation for Community Empowerment in Increasing Public Trust Communication and Image Strengthening
Dr. GM Soekowati, Umar Halim, M.Phil, Dr Sudarto
The form of Corporate Social Responsibilities (CSR) in a company is an inseparable part of crisis communication. Crisis communication in the implementation of CSR can be implemented by implementing health CSR, environmental CSR, cultural CSR, education CSR, community economic empowerment CSR.
Crisis communication in the implementation of Corporate Social Responsibility (CSR) is an important aspect in maintaining the company's reputation and ensuring public trust in CSR initiatives. Crisis communication becomes important when there are obstacles or criticisms that arise related to the CSR program being implemented, so that the company must be able to respond quickly, honestly, and transparently to avoid further negative impacts. The following is a description of crisis communication in various forms of CSR as well as the challenges and solutions that can be applied.
1. Health CSR
The description of health CSR includes activities such as health campaigns, procurement of medical devices, and free health services. This program aims to improve public health. The main challenges include the risk of misperception about the company's intentions, lack of resources, and results that do not meet community expectations. Crisis communication and solutions include data transparency. So the solution is to provide clear information about the benefits of health programs, beneficiary data, and achievements that have been achieved.
It is necessary to organize cooperation with health authorities, where partnering with health institutions or local governments will increase credibility. In addition, it is by providing a quick response to criticism, if there is criticism related to the effectiveness or quality of the program, immediately conduct an investigation and convey the results to the public to demonstrate accountability.
2. Environmental CSR
The description of environmental CSR includes conservation programs, greening, waste management, and environmental education that aim to preserve nature. The challenge is because criticism often arises if the company is considered not to have enough impact or actually has a large carbon footprint. The public can be skeptical if environmental CSR is considered "greenwashing." Forms of crisis communication and solutions by providing an explanation of the objectives and evidence of positive impacts, by presenting data on the positive impacts of environmental programs that are run to strengthen claims of responsibility.
Publication of carbon footprint reduction is carried out by including data on the company's carbon footprint and mitigation efforts carried out internally and externally. A participatory approach by involving the community or environmental community in planning programs to avoid the perception of greenwashing.
3. Cultural CSR
The description of cultural CSR involves support in the form of funding or facilities for cultural preservation, such as art festivals, cultural heritage maintenance, or support for cultural communities. Challenges include differences of opinion about the approach taken or cultural interpretations that do not match the expectations of the local community. Implement crisis communication and solutions by consulting with cultural figures, where before starting, consult with local cultural figures or organizations to maintain authenticity.
It is necessary to respond sensitively to criticism where if there is criticism regarding cultural representation, acknowledge mistakes (if any), correct them, and invite cultural figures to improve and redesign. Documentation and open publication where by documenting the results of activities and conveying to the public about program achievements, especially the impact on the sustainability of local culture.
4. Educational CSR
The description of educational CSR usually includes scholarships, school renovations, or skills training programs. The goal is to improve access and quality of education for the community. Obstacles often occur if assistance is not evenly distributed or if the program is not effective in producing real improvements in the quality of education.
Crisis communication and solutions are implemented by measuring impact and publishing data by providing data that proves increased access or quality of education through CSR programs. Preparation of needs-based programs based on the needs of the school or community involved, involve the school or education community in the planning stage. Openness to criticism and suggestions is carried out by providing a quick response if there are complaints from the education community, and conducting an evaluation of the program being run. 5. CSR Community Economic Empowerment
The description of this program includes entrepreneurship training, provision of business capital, or marketing support for MSMEs with the aim of improving the standard of living of the community. The main challenges include the constraints of non-conformity of results with expectations or community dependence on corporate assistance.
Crisis communication and solutions are carried out by implementing program transparency and success indicators through clear achievements such as the number of beneficiaries and
Solutions to overcome the problem of CSR fund leakage by local governments include external and internal supervision. There needs to be an independent supervisory institution that specifically handles CSR funds, outside the local government structure, so that CSR funds are not misused. Transparency through digital technology where the application of information technology to monitor and report the use of CSR funds can minimize the risk of leakage and allow the public to participate in monitoring. It is necessary to involve the community in CSR planning, where local governments and companies need to involve community elements from the CSR program planning stage, so that the programs designed are truly in accordance with community needs.
On the other hand, local governments need to receive training related to CSR ethics and regulations, as well as moral and social responsibility so that the programs created have a more positive impact on the community. With this solution, it is hoped that CSR programs managed by local governments can be more optimal in supporting the welfare and development of local communities.
Sometimes there is a mismatch between CSR programs and local needs. Many companies in Indonesia implement CSR without considering the social conditions and needs of the local community. As a result, the programs held do not provide optimal benefits to the community or are not even utilized at all. Lack of transparency and accountability can occur when many companies are not transparent about the budget and results of their CSR programs. This low transparency creates the impression that CSR is just a form of image building (greenwashing) and not a real effort to make changes.
The CSR orientation that tends to be short-term occurs because many CSR programs are short-term because they only focus on certain projects without continuity. This makes the impact of CSR unsustainable, so it does not provide meaningful changes to the community. Lack of community participation in CSR planning, the community is often not involved in CSR planning, so that the programs implemented are less in accordance with community aspirations. This lack of participation creates public distrust of CSR programs.
References:
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Anindita, W., & Suripto, H. (2016). "Evaluasi Efektivitas Program CSR oleh Pemerintah Daerah di Sektor Industri." Jurnal Ilmu Sosial dan Politik, 10 (1), 90-108. Studi ini membahas evaluasi program CSR yang dikelola pemerintah daerah, khususnya dalam bidang pemberdayaan masyarakat. Temuan menunjukkan bahwa banyak dana yang tidak sampai pada masyarakat yang membutuhkan.
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Puspitasari, R. (2021). "Peran Komisi Pengawas CSR dalam Pengelolaan Dana oleh Pemda." Jurnal Etika Bisnis, 9 (1), 67-82. Artikel ini mengkaji pentingnya peran pengawasan eksternal dalam menekan kebocoran dana CSR, khususnya di level pemerintah daerah, agar dana lebih tepat sasaran dan bermanfaat untuk masyarakat.