Analisis Potensi Peran Corporate Communication dalam Membentuk Strategi Komunikasi dan Mengontruksi Green Branding di PT Timah Industri
DOI:
https://doi.org/10.66749/2zj7cz85Keywords:
Corporate Communication, Green Branding, Sustainability Communication, Environmental Education, PT Timah IndustriAbstract
This study aims to analyze the initial role of Corporate Communication at PT Timah Industri in exploring and constructing the potential for green branding through sustainability communication based on sustainability practices that have been implemented but have not yet been systematically communicated. As part of the downstream operations of PT Timah Tbk, PT Timah Industri has undertaken several sustainability initiatives, including the utilization of renewable energy through solar power plants (PLTS) and industrial waste management through third-party providers. However, these initiatives have not yet been supported by a structured and educational communication strategy. This study employs a qualitative approach using thematic analysis. Data were collected through in-depth interviews with the Corporate Communication and HSE divisions, as well as an internal survey of 40 employees conducted via Google Form. Data analysis was conducted through thematic analysis and communication interpretation to identify relevant potential sustainability communication strategies. The findings are expected to provide a conceptual understanding of the initial role of Corporate Communication in developing sustainability communication, which may contribute to the construction of green branding as a secondary outcome of the environmental education process.
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