Veronika, Asri Deviana (2025) Strategi Divisi Csr Dalam Membentuk Citra Positif Peduli Pada Go Green Di Pt.rapp. Other thesis, Universitas Islam Riau.

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Abstract

Strategy is a comprehensive plan to achieve organizational goals and has the main objective in management decision making and takes part in determining the vision and mission, as well as company can achieve environmental conditions that actively interact in the environment. As by developing the right strategy and setting the right policy. By analyzing the Corporate Social Responsibility (CSR) strategy at PT. Riau Andalan Pulp and Paper (RAPP) in building a positive image through the Go Green program to overcome environmental problems and social relations. Previously, PT. RAPP faced a negative image due to deforestation issues and conflicts with local communities, requiring a strategic approach to improve the company’s relationships and reputation. This research uses a descriptive qualitative method by referring to Cultip and Center’s Public Relations strategy planning theory, which consists of four stages, namely Fact Finding (data collection), Planning (planning), Communication (communication), and Evaluation (evaluation). The main focus of the research shows that the CSR strategy involves active community participation in the Go Green program in the management of a sustainable green environment. The findings of this study show also that the company PT. RAPP has developed a comprehensive CSR strategy of social and environmental data, planning a long-term Go Green program, communicating the initiative effectively strengthens the company’s image as a responsible and environmentally concerned entity. This study recommends increasing community involvement in data collection, optimizing sustainable Go Green programs, and developing more in-depth education and training programs to strengthen the company’s commitment to the environment and supported by clear communication and targeted evaluation.

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