Seni Berkomunikasi Di Tengah Badai : Strategi Efektif  Untuk Menyelamatkan Reputasi Perusahaan

Hana Rengganawati; Neni Yulianita

Hana Rengganawati Politeknik LP3I
Neni Yulianita Universitas Islam Bandung

Keywords: Crisis Communication, Corporate Reputation, SCCT, ICM, GoTo, Case Study

Abstract

This study explores effective crisis communication strategies to salvage corporate reputation by utilizing the Situational Crisis Communication Theory (SCCT) and the Integrated Crisis Mapping (ICM) model. The selected case study is the crisis faced by PT GoTo Gojek Tokopedia Tbk in 2022, triggered by a significant decline in stock prices post-IPO. The findings indicate that rapid response, transparency, and strategic use of social media are crucial components of an effective crisis communication strategy. The SCCT approach assists companies in tailoring communication strategies to the type of crisis and the level of public attribution. Meanwhile, ICM aids companies in mapping the crisis, analyzing stakeholders, and planning communication strategies integrated with other crisis management efforts. This study also reveals that proactive communication and active stakeholder engagement contribute to the successful safeguarding of corporate reputation.

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