Strategi Komunikasi Corporate Secretary Patrindo Dalam Membangun Citra Perusahaan Berkelanjutan

Abstract

the dynamic development of the business environment and the increasing demand for transparency require companies to build a corporate image that is not only positive but also sustainable. in this context, the role of the corporate secretary has become increasingly strategic, as it is responsible for managing corporate communication with various stakeholders. this study aims to analyze the communication strategies of the corporate secretary in building a sustainable corporate image and to understand how these communication practices are implemented based on the principles of two-way symmetrical communication and public relations communication strategies. this research employs a qualitative approach using a case study method. data were collected through in-depth interviews with informants directly involved in the company’s communication activities, supported by document analysis. the data analysis techniques used include thematic analysis and content analysis to identify patterns, themes, and meanings emerging from the research data. data validity was ensured through source and method triangulation. the findings indicate that the corporate secretary applies two-way symmetrical communication through open organizational and public communication relationships, continuous dialogue, and the ability to negotiate and balance interests with stakeholders. in addition, public relations communication strategies are implemented systematically through the stages of fact-finding, planning, communication, and evaluation. these consistent and participatory communication practices contribute to building public trust and strengthening a sustainable corporate image. the conclusion of this study confirms that the communication strategies of the corporate secretary play a significant role in shaping a sustainable corporate image. the integration of two-way symmetrical communication and well-planned public relations strategies enables the establishment of harmonious long-term relationships between the company and its stakeholders. this research is expected to contribute theoretically to the field of corporate communication studies and serve as a practical reference for companies in developing sustainability-oriented communication strategies.